December 6, 2018

Third Party Data Industry Grew 17.5% in 2018

Third Party Data Industry Grew 17.5% in 2018: IAB and Winterberry Group

IAB

Privacy, fraud, and other concerns may loom but the third party data industry had a great 2018, growing by 17.5% over the previous year, according to a Winterberry Group study for the Interactive Advertising Bureau (IAB). Total spending on data and solutions was nearly $19.2 billion. Data management solutions, which includes Customer Data Platforms, grew by 25% to just under $5.0 billion. Download for details.

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S4 Capital Buys MightyHive for $150 Million

BusinessWire

More evidence that data-driven advertising isn’t dead: Sir Martin Sorrell’s S4 Capital is paying $150 million for MightyHive, a digital ad services company. S4 already owns digital content production company MediaMonks.

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Amazon Continues Shift Towards Paid Product Placement

PR Newswire

Facebook, Google, and other “walled gardens” sell advertising based on their own data without sharing it.  Amazon is joining the club, switching from a search-driven marketplace to one where brands must pay to be seen. Amazon ad specialist Quartile found the change is happening quickly: the share of Thanksgiving-weekend sales driven by ads grew 54% this year over 2017, reaching 25.1% of the total. Amazon is already the third largest digital ad publisher.

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