iab-2018年數(shù)據(jù)狀態(tài)報(bào)告（英文）

1、,,IN PARTNERSHIP WITH,,The State of Data 2018A Winterberry Group Report|December 2018,,,,,,Acknowledgements & Notice,[ 2 ],This research would not have been possible without the significant contributions of dozens

2、 of U.S. advertising, marketing, media, information and technology industry leaders who generously offered their time, insights and feedback in support of this effort. Though their names are not included in this report

3、, they represent some of the most respected and innovative brands and service providers in advertising and marketing today. Additionally, we would like to recognize our partner, the Interactive Advertising Bureau’s Data

4、 Center of Excellence, for their steadfast commitment and support.The Winterberry Group Research TeamBruce Biegel ? Jonathan Margulies ? Gina Maggi ? Chloe Davis,NOTICEThis report contains brief, selected informati

5、on and analysis pertaining to the advertising, marketing, media, information and technology industries and has been prepared by Winterberry Group LLC in partnership with the Interactive Advertising Bureau’s (IAB) Data C

6、enter of Excellence. It does not purport to be all‐inclusive or to contain all of the information that a prospective manager, investor or lender may require. Projections and opinions in this report have been prepared ba

7、sed on information provided by third parties. Neither Winterberry Group nor IAB make any representations or assurances that this information is complete or completely accurate, as it relies on self‐reported data from in

8、dustry leaders— including advertisers, marketing service providers, data providers and technology developers. Nor shall any of the forgoing (or their respective officers or controlling persons) have any liability resul

9、ting from the use of the information contained herein or otherwise supplied.Copyright 2018 Winterberry Group LLC. All rights reserved.,,,,Foreword: Rapid Growth in Data Spending a Function of Brands’ Interest in Eleva

10、ting the Customer Experience, Adhering to Heightened Regulation,,,Jonathan Margulies Managing Director Winterberry Group LLC,[ 3 ],ast year at this time, in preparing our inaugural edition of The State of Data, we came

11、 to a stark but perhaps unsurprising conclusion: brands in the U.S. invest a lot on audience data for marketing.,This year, as we build upon that first effort to provide the first historical view of domestic data expend

12、itures and the dynamics undergirding them, we have another conclusion to make: data expenditures aren’t just big—they’re growing at a more rapid pace than the media channels with which they’re typically associated.,In

13、one respect, the reasoning behind that dynamic seems fairly straightforward. Marketers are fast coming to the realization that virtually all media can be made “data‐driven,” imbued with a richer understanding of the au

14、dience so as to power more relevant, meaningful, impactful and efficient interactions.,But more broadly, the key driver behind data’s explosive growth may actually have comparably little to do with individual marketing

15、channels or campaign efforts. Instead, a broader overall focus on providing responsible, engaging and safe customer experiences—driven by a combination of factors, raging from new regulatory guidelines to growing compe

16、titive intensity to expanding awareness of the line distinguishing inspired and insipid uses of audience data—are driving brands to consider transformative investments in information and the tools to use it.Those are

17、 trends it’s easy to see gaining steam in the years ahead—and even more reason to keep your eye on the “State of Data” in 2019 and beyond.,L,,,,Table of Contents,,,Executive Summary,[ 4 ],5,Research Overview,6,Research

18、Methodology,7,Breaking Down the Marketplace of U.S. Audience Data and Data Activation Solutions,9,2018 Expenditures on U.S. Third‐Party Audience Data and Data Activation Solutions,10,Looking Ahead to 2019,18,About Us,19,

19、,,,Data‐Driven Marketing Now Officially “Digital‐First” as Robust Continued Growth of Online‐Derived Sources Propels Overall Marketing Data Economy,,Despite concerns about the impact of new and pending regulation—and he

20、ightened general anxiety concerning the quality of commercial datasets—brands in the United States continued to grow their investment on third‐party audience data (and related activation solutions) in support of adver

21、tising, marketing and media in 2018, with total expenditures growing by 17.5% year‐over‐year to a total of $19.174BB,For the first time in history, marketers will conclude this year having invested more in digital data

22、 assets—typically derived from observation of consumers’ anonymous website visitation behavior—than in traditional “terrestrial” data (typically used to support direct mail and other offline communications). Third‐part

23、y digital data will account for $3.666BB in marketer spending in 2018, compared to the $3.618BB invested in terrestrial/PII assets,Marketers’ expanded focus on identity—the effort to recognize individual audience member

24、s across disparate channels and devices so that brands may engage with those individuals in relevant, meaningful ways—drove both new and shifting investments across categories.Spending on dedicated identity data asset

25、s grew by more than 50% over the previous year, to a total of $0.846BBWhile it had a modest direct impact on domestic data investments, intense new scrutiny of consumer data utilization—driven by the implementation o

26、f the European Union’s General Data Protection Regulation (GDPR) and passage of the to‐be‐implemented California Consumer Privacy Act (CCPA)—has sparked a wave of investment in infrastructure and technology to control

27、 for data security, governance and transparent deployment across channels. These new investments played a significant role in driving growth within the Data Management, Processing & Integration category, which will

28、 grow 25.1% in 2018 to capture a total of $4.967BB in spending,,,,,,,,,,,,,,,,,,,,,,2018E U.S. Third‐Party Audience Data Expenditures (Supporting Advertising, Marketing, Media Sales & Associated Objectives),Audienc

29、e Data (by type),($BB),YoY Growth,,,,,[ 5 ],,,,Overview: What is Audience Data? Why Measure It?,,,,What Is “The State of Data”?An annual research initiative, published by Winterberry Group LLC in partnership with the

30、 IAB’s Data Center of Excellence, designed to help the U.S. advertising, marketing and media communities better understand how their peers are investing in audience data as a fundamental pillar of customer acquisitio

31、n and engagement. Leveraging the results of an intensive primary research effort, The State of Data:Estimates U.S. advertiser/marketer spending on third‐party audience data—as well as the services, technologies and h

32、ybrid activation solutions that support data‐driven consumer and B2B marketingOutlines the major demand drivers impacting investment in data and related activation solutions; andAims to help practitioners benchmark t

33、heir own investmentsin line with an evolving marketplace,,What is “Audience Data”?Any kind of commercial information used to identify consumer and B2B audience members, as defined by a vast range of both structured

34、and unstructured identifiers that may include:Name, email address and/or postal addressIP address and/or device ID; andVarious demo‐ and psychographic attributes, historical behaviors and/or preferencesThis informa

35、tion may be originated offline or online, inferred (probabilistic) or expressed (deterministic) and geared primarily for use in developing insights to support (among other use cases):Planning, strategy and audience s

36、egmentationTargeting and execution of various advertising, marketing and media efforts; andMeasurement and attribution,[ 6 ],,,,,,,,Research Methodology,[ 7 ],Dozens of in‐depth interviews with senior‐level marketers,

37、 as well as practitioners representing a wide range of data, marketing service and technology providers operating in the U.S. marketplace (all geared to harvesting quantitative insight on data expenditures as well as

38、qualitative feedback on the demand trends driving those expenditures),Aggregation of publicly available financial information on data product investments, public company revenues and associated financial dynamics,Refin

39、ement and integration of various quantitative models geared to estimate spending on third‐party U.S. audience data and data activation solutions, including those that consider “bottom‐up” (estimating the collective dat

40、a‐related revenues of commercial data and other service/technology providers) and “top‐down” perspectives (considering data’s proportionate share of total spend across a range of addressable paid and owned media chann

41、els),Reconciliation of model conclusions with thought leader feedback to support findings that align with “real‐world” experiences,In developing the findings presented in this report, Winterberry Group undertook an e

42、xtensive data collection and analysis effortthat incorporated:,,,,The Approach: Sizing the U.S. Audience Data Market,What’s included?,Spending on data assets licensed from third‐party providers, as well as service‐ an

43、d technology‐oriented offerings that support the use of audience data forU.S. marketing and advertising purposes, including:Commercially‐licensable data and/or audience segments, typically corresponding to actionable

44、deployment media (including direct mail, email, online display advertising, website content optimization, addressable/connected TV, etc.); andAny third‐party solution supporting the collection, management, segmentati

45、on, analysis and/or deployment of audience data,What’s being measured?,Aggregate U.S. expenditures on third‐party audience data and data activation solutions that support advertising, marketing, media sales and associat

46、ed use cases,What’s not included?,“Insourced” data‐related investments, including spending on talent and development of homegrown technologiesData‐related expenditures that support market research and other aggregatei

47、nsights, rather that campaign‐oriented marketing; andData‐related expenditures that are directed principally to enterprise priorities other than advertising, marketing or media (may include financial management, regul

48、atory compliance and risk management, among others),,,,,,What’s changed from 2017?This year’s State of Data analysis incorporates a wide range of structural improvements from last year’s inaugural effort (which, in so

49、me cases, have led to the recasting of previously‐published estimates). Among other changes, these include:Merger of the former “Integration, processing and hygiene” and “Hosting and management” categories into a new

50、Data Management, Processing & Integration category—while eliminating from consideration certain processing/ hygiene functions that support enterprise master data management, rather than advertising and marketing p

51、redominatelyRenaming of former “Omnichannel” data category as the “Terrestrial/PII” category (and corresponding elimination of all observable expenditures linked to non‐terrestrial data sources from that category)Eli

52、mination from consideration of certain transactional data assets used to support non‐ marketing use cases (including risk management and fraud prevention)Elimination from consideration of certain observable expenditure

53、s associated with third‐ party lead generation services (which provided an incomplete view of that market)Addition of a component of license fees paid for third‐party technology used to support predictive analytics an

54、d measurement (even if those tools are also commonly used to support non‐marketing use cases)Onboarding‐related expenditures have been incorporated fully into the Digital data category, rather than split between that

55、category and the former Integration, processing and hygiene category; andLocation data expenditures have been moved to the Digital data category from the former Specialty data category, reflecting the growing maturity

56、 of those assets and their addressable in‐market use cases,[ 8 ],,,,,Breaking Down the Marketplace of Third‐Party Audience Data and Data Activation Solutions in the United States,U.S. firms invest in a wide range of th

57、ird‐party audience data types and associated data activation solutions, typically corresponding to their associated marketing/media channels, use cases, vertical market applications and providers. For the purposes of s

58、implicity, we have bundled these myriad classifications into seven core categories—with five corresponding to audience data types, and two corresponding to the associated activation solutions. They include:,,Digital,,T

59、errestrial/PII,Transactional,Specialty/Emergent,Identity,,Types of data available for license through third‐party providers,Data Management, Processing & Integration,Analytics, Modeling and Segmentation,,Activ

60、ation solutions provided by third parties that support the use of audience data,Note: Segment descriptions are included on pages 11 and 14,,,[ 9 ],,,,In Brief: 2018 U.S. Expenditures on Third‐Party Audience Data and

61、 Data Activation Solutions Grew 17.5% from 2017,[ 10 ],,,$19.174BBTotal,Third‐Party Audience Data$11.943BB,Audience Data Activation Solutions$7.231BB,2018E Expenditures:U.S. Third‐Party Audience Data and Data

62、ActivationSolutions*($BB),* Supporting advertising, marketing and media sales use cases,,,2017 Expenditures:U.S. Third‐Party Audience Data and Data Activation Solutions*($BB),,,$16.315BBTotal,Third‐Party Audience

63、 Data$10.144BB,Audience Data Activation Solutions$6.171BB,,,,17.5%,2017‐2018EYoY Change:,,,,U.S. Third‐Party Audience Data Expenditures: By Data Type,,,,[ 11 ],,,,More than two decades into its commercial lifecycl

64、e, online display media continues to grow in excess of 20% each year. Recently, much of that new investment has been directly linked to the emergence and maturation of digital data sources, which have spurred the devel

65、opment of a vast technology‐centered ecosystem of solutions engineered to enable more efficient placement of media (and effective targeting of content to desired audiences)Not surprisingly, data also represents a subs

66、tantially larger component of display advertising budgets—now in the vicinity of 10% to 12% of every dollar spent, up from less than 5% just five years ago,Behind the Numbers: What’s Driving Investment in Third‐Party A

67、udience Data?,“The evolution of people‐based segmentation has made true omnichannel a reality. A number of the brands we work with are centralizing their audience strategy around [technology] to provide a single sour

68、ce of truth for their campaigns”– CEO,Audience Management Platform Developer“Increasingly, the buyside is starting to delineate between the quality of data providers, which helps those with high‐performing data s

69、ets. Preferred provider relationships are increasing. Right now, quality is so varied, and the ability of the buyside to judge the difference is limited, that distribution platforms are putting in the work themselves