In a study on the usage of third-party marketing data in the United States it was found that in 2020, industry professionals in the country spent 2.5 billion U.S. dollars on transactional audience data. Demographic data cost marketers around 4.4. billion dollars that year.
Spending on third-party marketing-related audience data in the United States in 2020, by type
(in billion U.S. dollars)
Audience data refers to the identity of consumer and B2B audience members, for example their email address, historical behaviors, IP addresses and so on, and also incorporates how these audience members interact with commercial brands including purchase activity, communication preferences and media consumption.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
IAB (U.S.), & Ipsos. (March 21, 2021). Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars) [Graph]. In Statista. Retrieved October 31, 2024, from https://www.statista.com/statistics/818909/us-third-party-data-spend-type/
IAB (U.S.), und Ipsos. "Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars)." Chart. March 21, 2021. Statista. Accessed October 31, 2024. https://www.statista.com/statistics/818909/us-third-party-data-spend-type/
IAB (U.S.), Ipsos. (2021). Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars). Statista. Statista Inc.. Accessed: October 31, 2024. https://www.statista.com/statistics/818909/us-third-party-data-spend-type/
IAB (U.S.), and Ipsos. "Spending on Third-party Marketing-related Audience Data in The United States in 2020, by Type (in Billion U.S. Dollars)." Statista, Statista Inc., 21 Mar 2021, https://www.statista.com/statistics/818909/us-third-party-data-spend-type/
IAB (U.S.) & Ipsos, Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars) Statista, https://www.statista.com/statistics/818909/us-third-party-data-spend-type/ (last visited October 31, 2024)
Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars) [Graph], IAB (U.S.), & Ipsos, March 21, 2021. [Online]. Available: https://www.statista.com/statistics/818909/us-third-party-data-spend-type/
