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Winterberry Media

US Firms To Spend Over $10 Billion On Third-Party Audience Data In 2017, says report

Research from IAB Data Center of Excellence and Data & Marketing Association Shows Largest Share of Budgets for Third-Party Activation Solutions Going to Accuracy and Brand Safety The IAB Data Center of Excellence and the Data & Marketing Association (DMA) have released “The State of Data 2017,” a study showing that U.S. companies will have spent $10.05 billion on third-party audience data in 2017 for advertising and marketing efforts. However, slightly more – $10.13 billion – will have been spent on third-party…