The State of Data is a recurring research initiative designed to help U.S. advertising, marketing, and media practitioners better understand how their peers are investing in and using audience data as a fundamental pillar of their customer acquisition and engagement efforts. The IAB State of Data 2020 is a recurring research initiative, conducted and published by Winterberry Group in partnership with the IAB Programmatic+Data Center of Excellence. Key insights include:
2019 U.S. Third-Party Data Spending Up 6.1%: U.S. marketers and other users invested $11.9 billion in third-party audience data in 2019, up 6.1% from the previous year
COVID-19 Crisis Likely to Drive Q2/Q3 Data Cuts Up to 20%: The economic impact of the ongoing coronavirus crisis has provoked a significant pivot in tactics and marketing expenditures, including those related to data
First-Party Data Takes Center Stage: Spending on third-party data management, processing, and integration grew 9.8% in 2019 to $5.5 billion
Privacy a Key Concern, Although Anxiety Has Abated: Data users have grown less concerned about the impact of new and pending privacy regulation in the months since the CCPA was enacted
The IAB State of Data 2020 also:
Estimates historical U.S. advertiser/marketer spending on third-party audience data
Estimates historical U.S. advertiser/marketer spending on the services, technologies and hybrid activation solutions that support the use of data across consumer and B2B marketing
Outlines the major demand drivers, operational challenges and other trends impacting investment in data and related activation solutions; and
Provides a reliable benchmark for U.S. investments."
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