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US spend on identity solutions accelerates as the post-cookie future draws closer

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

US spending on identity solutions and services will increase by 13.0% YoY to reach $10.4 billion this year, per the Winterberry Group.

Beyond the chart: Investment in identity solutions and services has accelerated over the past few years as marketers prepare for the deprecation of third-party cookies. Spending is also driven by marketers’ efforts to expand across multiple digital channels and an increasing demand for first-party data relationships, according to our “ID Resolution H1 2023” report.

But the steep price of data clean rooms and other privacy-preserving technologies presents a high barrier to entry—costing organizations an average of $433,000 last year, per the Interactive Advertising Bureau’s “State of Data 2023” report—leaving smaller industry players at a disadvantage.

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