IAB surveyed 104 data executives, including users, suppliers, and agency partners between April and May 2020.
Brand marketers spend on audience data could decline in Q3 2020, compared to the 6% increase in 2019, owing to the economic pressures from COVID-19, as per IAB. A 10% to 20% drop in data-related marketing budgets is expected for the July through September period.
Marketing spends in 2019 improved 6.1% to $11.9 billion on third-party audience data over 2020. Also, spend on activation solutions/platforms for third-party audience data grew 8.1% to $7.8 billion in 2019.
However, with brands reducing their reliance on cookies, 57.1% of those polled increased using first-party data over the past 18 months. Digital media channels grew 13.8% to $5.1 billion in 2019, and advanced TV data spending was up 19.5% to $700 million.
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