Spending on Data & Data-Related Solutions Will Continue to Rise, According to IAB “Outlook for Data” Study

Cross-Channel Data Measurement & Attribution Predicted to be the
Highest Priority for Using Data for Third Year in a Row

NEW YORK–(BUSINESS WIRE)–Marketers, publishers, marketing service providers, and technology
developers expect their spending on data and data-related services to
increase in 2019, according to “The Outlook for Data 2019: A Snapshot
Into the Evolving Role of Audience Insight,” the fourth annual
benchmarking report conducted on behalf of the IAB Data Center of
Excellence released today by the IAB
and research and consulting firm Winterberry Group.

The findings from the new “The Outlook for Data 2019: A Snapshot Into
the Evolving Role of Audience Insight” are aligned with those from IAB’s
earlier “State of Data” report, which reported that U.S. companies spent
nearly $19.2 billion on the acquisition of audience data as well as
solutions to manage, process, and analyze this data in 2018. In the new
report, 69 percent of respondents stated they had increased their
spending on audience data and related activation solutions in 2018 over
2017. Seventy-eight percent expect to invest more in 2019, while only 15
percent expect to invest the same amount and just 3 percent expect to
spend less.

According to the study, these increased investments are aimed at
navigating the complex media landscape. The vast majority of survey
participants noted that cross-channel data measurement and attribution,
and audience identification/matching are the most important areas of
focus for them in the coming year.

Fifty-three percent of industry executives noted that the threat of
heightened government data regulation was the main potential threat to
deriving value from data. Other ongoing issues such as difficulty in
proving ROI, lack of internal experience and insufficient
availability/functionality of supporting technology have all decreased
over the past few years to 33.3, 29.2 and 22.2 percent respectively
indicating that the industry’s ability to effectively use data has

“The increased investment in data underscores its importance to
marketers, it is becoming an increasingly critical part of all business
carried out by marketers,” said Orchid Richardson, Vice President and
Managing Director, IAB Data Center of Excellence. “While the industry is
becoming more sophisticated in its application of data in marketing,
communications and analytics, rapid growth in data analytics and
solutions also presents challenges. The IAB is addressing the challenges
of the changes and advances in data usage head on by developing
workforce education, producing research and developing best practices as
well as convening the leading thought leaders in the field.”

“Data is increasingly the tool that marketers and their teams are
utilizing to solve their most challenging problems—that’s what this
report shows,” said Jonathan Margulies, Managing Director, Winterberry
Group. “Spending on data and data-related services continues to
increase, with that investment focused on unraveling what’s perhaps
their most perplexing day-to-day issue: how to best engage prospects and
customers—in a way that delivers a superior experience, while also
addressing a range of business needs—across an ever-growing array of
marketing channels.”

To view the full report, please visit https://www.iab.com/insights/2019-outlook-for-data/.


“The Outlook for Data 2019: A Snapshot Into the Evolving Role of
Audience Insight” and its results were based on an online survey of
members of the IAB Data and Programmatic Councils. A total of 105
members responded to the survey, which remained open during parts of
January and February 2019.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and
marketing industries to thrive in the digital economy. Its membership is
comprised of more than 650 leading media and technology companies that
are responsible for selling, delivering, and optimizing digital
advertising or marketing campaigns. The trade group fields critical
research on interactive advertising, while also educating brands,
agencies, and the wider business community on the importance of digital
marketing. In affiliation with the IAB Tech Lab, it develops technical
standards and best practices. IAB and the IAB Education Foundation are
committed to professional development and elevating the knowledge,
skills, expertise, and diversity of the workforce across the industry.
Through the work of its public policy office in Washington, D.C., IAB
advocates for its members and promotes the value of the interactive
advertising industry to legislators and policymakers. Founded in 1996,
the IAB is headquartered in New York City and has a San Francisco office.


IAB Media
Laura Goldberg

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