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U.S. third-party audience data spend 2019, by type and channel

In a study on the usage of third-party marketing data in the United States it was found that in 2019 industry professionals in the country spent 2.9 billion U.S. dollars on transactional audience data. Demographic data cost marketers around 4.4. billion dollars that year. At the same time, spending on third-party data across digital channels amounted to 5.1 billion dollars, compared to 6.1 billion spent on terrestrial channels.

Spending on third-party marketing-related audience data in the United States in 2019, by type and channel

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Release date

July 2020


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.

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Statistics on "Data usage in marketing and advertising "

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