U.S. Market for Audience Data and Services Tops $20 Billion: IAB and DMA Study

U.S. firms will spend more than $10 billion on third party audience data in 2017, according to a Winterberry Group study for the IAB and Data & Marketing Association (DMA). The study found another $10.1 billion will be spent on related services. The report breaks down the spending by data and service type.