数据广告趋势和投资报告.docxVIP

The State of Data 2020 July 2020 Executive Summary: Third‐Party Audience Data Spending Grew 6.1% in 2019, But Coronavirus Crisis Driving Cuts of Up to 20% 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—and reflecting, in turn, a slowdown from the 15.7% year-over-year growth posted in 2018. The slowdown is attributable to a 0.8% decline in spending on “terrestrial” data (used to support direct mail and other offline channels), as well as to growing concern about the impact of cookie deprecation on the value of third- party data. 2 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. Data users, compilers, and other industry stakeholders suggested their organizations will likely shrink Q2 and Q3 2020 data-related spending by an estimated 10-20% relative to original budgets. First-Party Data Takes Center Stage Spending on third-party data management, processing, and integration (a data activation solution category that includes CDP-based identity resolution tools) grew 9.8% in 2019 to $5.5 billion. That growth is due primarily to renewed industry-wide focus on the collection, management and use of first-party audience data—commonly with the goal of driving better experiences and offers for customers and other known audience members—sparked in large part by the aforementioned concerns related to cookie deprecation, as well as growing general interest in improving the character and coordination of content across paid and owned media touchpoints. 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 California Consumer Privacy Act (CCPA) was enacted, with only 18.9% of survey r