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August 27, 2020

U.S. Spend on Identity Solutions to Reach $4 Billion in 2020

U.S. Spend on Identity Solutions to Reach $4 Billion in 2020: Winterberry Group

Winterberry Group

The U.S. market for marketing-related identity data, platforms, and services will reach $4 billion in 2020 and grow nearly 20% per year to 2024, according to Winterberry Group. The report provides interesting details on pricing models and estimates for spending in Europe. Winterberry estimates U.S. spend on all third-party audience data and data activation solutions will total $21.9 billion.

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Facebook May Shut Down Audience Network After Apple Privacy Changes


Identity data is also on Facebook’s mind: the company said that revenue on its Audience Network could fall by more than 50% when Apple iOS 14 blocks access to IDFA device identifiers. Facebook said they might shutter the network entirely as a result. Audience Network runs ads on mobile apps other than Facebook itself. Cookie-blocking browsers apparently led Facebook to shut down the Web and in-stream video portions of Audience Network in April. Audience Network revenue is a small fraction of Facebook’s total business but can be significant for app publishers.

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Facebook Adds Shopping Section to Its Main App


Whatever happens to Audience Network, Facebook is working hard to build its ecommerce business. Its latest step is Facebook Shop, a new section in its main app that lets users buy from multiple merchants. This is a big step up from the Facebook Shops that exist on merchants’ own pages. Raise your hand if you think becoming more dependent on Facebook is a good idea.

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