Audience data refers to the identity of consumer and B2B audience members, for example their email address, historical behaviors, IP addresses and so on, and also incorporates how these audience members interact with commercial brands including purchase activity, communication preferences and media consumption.
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U.S. third-party audience data spend 2020, by type and channel
In a study on the usage of third-party marketing data in the United States it was found that in 2020, industry professionals in the country spent *** billion U.S. dollars on transactional audience data. Demographic data cost marketers around 4.4. billion dollars that year.
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IAB (U.S.), & Ipsos. (March 21, 2021). Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 15, 2026, from /statistics/818909/us-third-party-data-spend-type/
IAB (U.S.), und Ipsos. "Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars)." Chart. March 21, 2021. ÌÇÐÄÆƽâ°æ. Accessed July 15, 2026. /statistics/818909/us-third-party-data-spend-type/
IAB (U.S.), Ipsos. (2021). Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 15, 2026. /statistics/818909/us-third-party-data-spend-type/
IAB (U.S.), and Ipsos. "Spending on Third-party Marketing-related Audience Data in The United States in 2020, by Type (in Billion U.S. Dollars)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 21 Mar 2021, /statistics/818909/us-third-party-data-spend-type/
IAB (U.S.) & Ipsos, Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars) ÌÇÐÄÆƽâ°æ, /statistics/818909/us-third-party-data-spend-type/ (last visited July 15, 2026)
Spending on third-party marketing-related audience data in the United States in 2020, by type (in billion U.S. dollars) [Graph], IAB (U.S.), & Ipsos, March 21, 2021. [Online]. Available: /statistics/818909/us-third-party-data-spend-type/
