U.S. third-party audience data spend 2018, by type

This statistic shows the spend on third-party marketing-related audience data in the United States in 2018, broken down by type. According to the calculations, marketers in the U.S. spent close to 2.8 billion U.S. dollars on transactional audience data.

Spending on third-party marketing-related audience data in the United States in 2018, by type

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Release date

December 2018


United States

Survey time period


Supplementary notes

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. The source provides the following definitions of data types:
Digital - "online behaviors of customers and prospects:"
Terrestria/PII - :"personally identifiable information “PII,” including name ,address ,email address)"
Transactional - "purchase history associated with audience members/segments"
Speciality/emergent - "insights into customer and prospect behavior across new and emerging channels and specialty functions not easily integrated with other data types (including“Internet of things”/wearables,etc.)"
Identity - "information that supports the reconciliation of customer and prospect profiles built across a range of disparate touchpoints"

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Statistics on "Data usage in marketing and advertising "

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