iab-2018年数据状态报告（英文）-2018.12-21页-2mb

2018 State of Data Report Summary

Core Content

The State of Data 2018 report by Winterberry Group LLC, in partnership with the IAB's Data Center of Excellence, provides an in-depth analysis of U.S. brand spending on third-party audience data and related data activation solutions. It outlines the rapid growth in data investment, the evolving market dynamics, and the increasing importance of data in modern marketing strategies.

Main Points

Key Trends in Data Spending

• U.S. brands continued to invest heavily in third-party audience data and data activation solutions in 2018, with total expenditures growing by 17.5% year-over-year to $19.174BB.
• Digital data surpassed terrestrial/PII data for the first time in history, with digital data spending reaching $3.666BB compared to $3.618BB for terrestrial/PII data.
• Identity data and specialty/emergent data saw the highest growth rates, with 50.3% and 50.9% increases respectively, reflecting a growing emphasis on individual-level insights and niche data sources.

Data Types and Activation Solutions

• The U.S. market includes five main types of audience data: Digital, Terrestrial/PII, Transactional, Specialty/Emergent, and Identity.
• Two core activation solution categories are: Data Management, Processing & Integration and Analytics, Modeling and Segmentation.
• Data Management, Processing & Integration accounted for $4.967BB in 2018, with a 25.1% growth rate, driven by increased focus on data security and governance.

Drivers of Data Investment

• Identity resolution has become a critical component of marketing strategies, enabling brands to recognize customers across multiple channels and devices.
• The rise of data-driven marketing has made it a "digital-first" approach, with a growing proportion of marketing budgets allocated to data.
• Regulatory changes, such as the GDPR in the EU and the CCPA in California, have sparked investments in data infrastructure and transparency, influencing the U.S. market indirectly.
• Emergent media channels, including connected TV, Internet of Things (IoT), and automotive data, are becoming more data-actionable, leading to increased investment.

Market Evolution

• The shift toward customized data solutions is reshaping the market, with brands seeking bespoke audience segments and specialized data products to gain competitive advantage.
• The talent gap in data and technology skills is prompting brands to rely more on third-party service providers and technology developers to manage and activate data.
• Customer data platforms (CDPs) and data management platforms (DMPs) are becoming central to marketing technology stacks, enabling a unified view of audiences across channels.

Key Information

Spending Breakdown

Regulatory Impact

• The GDPR in Europe has forced data providers to improve transparency and compliance, leading to a short-term reduction in spending and a long-term reshaping of the market.
• The CCPA in California is expected to have a similar impact, though its effects are yet to be fully realized.

Future Outlook

• Brands are increasingly focused on data-driven customer experiences, which are expected to continue shaping marketing strategies in 2019 and beyond.
• The market is evolving toward customization, transparency, and responsibility, with a growing emphasis on identity marketing and cross-channel integration.

Conclusion

The State of Data 2018 highlights the rapid growth of data spending in the U.S. marketing and advertising industry, driven by the need for personalized customer engagement, compliance with regulations, and the maturation of digital data sources. As brands continue to invest in identity resolution, data management, and custom data solutions, the role of data in marketing will only become more central, with transparency, efficiency, and customer-centricity as key priorities.