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August 6, 2020

Marketers Shift Spend to First Party Data

Marketers Shift Spend to First Party Data: IAB Report


It’s become a cliché to say that loss of third party data makes first party data more important. This IAB study supports the notion, finding that spend on data management, including CDPs, grew 9.8% in 2019 to reach $5.5 billion while spend on third party data grew only 6.1% to reach $11.9 billion. Both are down in 2020 due to the pandemic, which has also replaced privacy regulation as marketers’ top concern.

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Ad Industry Aims at Standards to Secure Customer Data Access


Funding shift or not, marketers still want as much third party data as they can get. Their latest effort is the Partnership for Responsible Addressable Media, an industry-wide effort including trade groups, advertisers, agencies, and publishers. The goal is to create standards that meet privacy needs with the least possible loss of data collection, protecting advertisers from both government and big tech.

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CDP Amperity Partners with Infutor for Third-Party Data


CDPs are combine both first- and third-party data, and identity resolution is how they’re connected within the CDP. So it makes sense that CDP Amperity has just announced an integration with Infutor, which does collects third party data both to enrich customer records and to enable better identity matching. Look for more alliances like this.

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Share: https://www.cdpinstitute.org/newsletter/Blog1243/08-06-20-Marketers-Shift-Spend-to-First-Party-Data

The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.


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