In 2021, expenditure on third party audience data in the United States amounted to 22 billion U.S. dollars, out of which 13.3 billion was spent on data itself and 8.7 billion on audience data activation solutions.
Spending on third-party audience data supporting marketing related efforts in the United States from 2017 to 2021, by type
(in billion U.S. dollars)
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IAB (U.S.), & Ipsos. (February 8, 2022). Spending on third-party audience data supporting marketing related efforts in the United States from 2017 to 2021, by type (in billion U.S. dollars) [Graph]. In Statista. Retrieved June 27, 2022, from https://www.statista.com/statistics/1202754/third-party-audience-data-spending-usa/
IAB (U.S.), und Ipsos. "Spending on third-party audience data supporting marketing related efforts in the United States from 2017 to 2021, by type (in billion U.S. dollars)." Chart. February 8, 2022. Statista. Accessed June 27, 2022. https://www.statista.com/statistics/1202754/third-party-audience-data-spending-usa/
IAB (U.S.), Ipsos. (2022). Spending on third-party audience data supporting marketing related efforts in the United States from 2017 to 2021, by type (in billion U.S. dollars). Statista. Statista Inc.. Accessed: June 27, 2022. https://www.statista.com/statistics/1202754/third-party-audience-data-spending-usa/
IAB (U.S.), and Ipsos. "Spending on Third-party Audience Data Supporting Marketing Related Efforts in The United States from 2017 to 2021, by Type (in Billion U.S. Dollars)." Statista, Statista Inc., 8 Feb 2022, https://www.statista.com/statistics/1202754/third-party-audience-data-spending-usa/
IAB (U.S.) & Ipsos, Spending on third-party audience data supporting marketing related efforts in the United States from 2017 to 2021, by type (in billion U.S. dollars) Statista, https://www.statista.com/statistics/1202754/third-party-audience-data-spending-usa/ (last visited June 27, 2022)
