数据营销支出增长和冠状病毒危 机影 响.docx

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1、TheStateofData2020July2020ExecutiveSummary:Third‐PartyAudienceDataSpendingGrew6.1%in2019,ButCoronavirusCrisisDrivingCutsofUpto20%2019U.S.Third-PartyDataSpendingUp6.1%U.S.marketersandotherusersinvested$11.9billioninthird-partyaudiencedatain2019,up6.1%

2、fromthepreviousyear—andreflecting,inturn,aslowdownfromthe15.7%year-over-yeargrowthpostedin2018.Theslowdownisattributabletoa0.8%declineinspendingon“terrestrial”data(usedtosupportdirectmailandotherofflinechannels),aswellastogrowingconcernabouttheimpact

3、ofcookiedeprecationonthevalueofthird-partydata.2COVID-19CrisisLikelytoDriveQ2/Q3DataCutsUpto20%Theeconomicimpactoftheongoingcoronaviruscrisishasprovokedasignificantpivotintacticsandmarketingexpenditures,includingthoserelatedtodata.Datausers,compiler

4、s,andotherindustrystakeholderssuggestedtheirorganizationswilllikelyshrinkQ2andQ32020data-relatedspendingbyanestimated10-20%relativetooriginalbudgets.First-PartyDataTakesCenterStageSpendingonthird-partydatamanagement,processing,andintegration(adataac

5、tivationsolutioncategorythatincludesCDP-basedidentityresolutiontools)grew9.8%in2019to$5.5billion.Thatgrowthisdueprimarilytorenewedindustry-widefocusonthecollection,managementanduseoffirst-partyaudiencedata—commonlywiththegoalofdrivingbetterexperience

6、sandoffersforcustomersandotherknownaudiencemembers—sparkedinlargepartbytheaforementionedconcernsrelatedtocookiedeprecation,aswellasgrowinggeneralinterestinimprovingthecharacterandcoordinationofcontentacrosspaidandownedmediatouchpoints.PrivacyaKeyCon

7、cern,AlthoughAnxietyHasAbatedDatausershavegrownlessconcernedabouttheimpactofnewandpendingprivacyregulationinthemonthssincetheCaliforniaConsumerPrivacyAct(CCPA)wasenacted,withonly18.9%ofsurveyrespondentsreportingthatsuchregulationwouldrepresentaprimar

8、ychallengefortheirorganizationsin2020—significantlydownfromthe52.7%whosaidthesamelatein2018.Whilediminishedconcerncanbeattributedtothesuddenemergenceofnewthreats—liketheeconomiccrisisbroughtonbyCOVID-19—manysuggestedthatyearsofpreparationandinvestmen