'Data' includes third-party data and identity spending.Â
'Data services' includes identity resolution analytics, measurement, attribution and data layer integration. 'Data infrastructure' includes data management and collaboration platforms.Â
The U.S. marketing data market was valued at **** billion U.S. dollars in 2025. That year, spending on data infrastructure surpassed ** billion U.S. dollars, representing an increase of around ** percent over the previous year.
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Winterberry Group. (January 30, 2026). Spending on marketing data in the United States in 2024 and 2025, by type (in billion U.S. dollars) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 16, 2026, from /statistics/818881/usa-marketing-data-spend/
Winterberry Group. "Spending on marketing data in the United States in 2024 and 2025, by type (in billion U.S. dollars)." Chart. January 30, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 16, 2026. /statistics/818881/usa-marketing-data-spend/
Winterberry Group. (2026). Spending on marketing data in the United States in 2024 and 2025, by type (in billion U.S. dollars). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 16, 2026. /statistics/818881/usa-marketing-data-spend/
Winterberry Group. "Spending on Marketing Data in The United States in 2024 and 2025, by Type (in Billion U.S. Dollars)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Jan 2026, /statistics/818881/usa-marketing-data-spend/
Winterberry Group, Spending on marketing data in the United States in 2024 and 2025, by type (in billion U.S. dollars) ÌÇÐÄÆƽâ°æ, /statistics/818881/usa-marketing-data-spend/ (last visited July 16, 2026)
Spending on marketing data in the United States in 2024 and 2025, by type (in billion U.S. dollars) [Graph], Winterberry Group, January 30, 2026. [Online]. Available: /statistics/818881/usa-marketing-data-spend/
