December 4, 2017

US Third-Party Audience Data Spending, by Type, 2017 (billions)


This chart shows 2017 third party audience data spending in the United States. Data is broken out by type and includes omnichannel, transactional, online behavior, specialty and identity.


Omnichannel is defined as personally identifiable ("PII," including name, address and email address) and "non‐PII" (interests, preference and certain behavioral) information used to identify customers and prospects and indicate ways to engage with them, typically for use across traditional (direct ... mail, offer optimization) and digital (email, display advertising, site experience, etc.) channels. Transactional is defined as purchase history associated with audience members/segments that is often provided in aggregate and used to determine interests and needs, as well as to support segmentation for targeted marketing (including credit, prescription and cooperative data sets that support marketing). Digital behavior is defined as online behaviors of customers and prospects (as transmitted through IP addresses, device IDs and other unique identifiers) that indicate how these users interact and are likely to interact across digital devices and associated media channels. Specialty is defined as insights into customer and prospect behavior across new and emerging channels and specialty functions that are not easily integrated with other data types (including addressable TV, internet of things/wearables, etc.) that enable customer/prospect profile enhancement, segmentation and marketing engagement planning. Identity is defined as information that supports the reconciliation of customer and prospect profiles built across a range of disparate touchpoints and can support onboarding of identity profiles in support of unification/optimization of cross-channel marketing engagements.More


Data is from the December 2017 Winterberry Group report titled "The State of Data 2017" in partnership with Data & Marketing Association (DMA) and Interactive Advertising Bureau (IAB) and sponsored by Criteo, Deluxe, Equifax, Epsilon and LinkedIn. Data sources used in the development of the audience data market include aggregation of financial information from product, service and technology providers and publicly available information sources on data product investments, public company revenues and financial dynamics collected during May-November 2017. Audience data expenditures include spending on data assets licensed from third-party providers, as well as service- and technology-oriented offerings that support the use of audience data for marketing and advertising. Information excludes "insourced" data-related investments, spending on market research and other aggregate insights (rather than campaign-oriented marketing), spending that is bundled with other media assets and spending that is directed to enterprise priorities other than advertising, marketing or media.