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US spending on identity solutions and services will increase by 13.0% YoY to reach $10.4 billion this year, per the Winterberry Group.

Beyond the chart: Investment in identity solutions and services has accelerated over the past few years as marketers prepare for the deprecation of third-party cookies. Spending is also driven by marketers’ efforts to expand across multiple digital channels and an increasing demand for first-party data relationships, according to our “ID Resolution H1 2023” report.

But the steep price of data clean rooms and other privacy-preserving technologies presents a high barrier to entry—costing organizations an average of $433,000 last year, per the Interactive Advertising Bureau’s “State of Data 2023” report—leaving smaller industry players at a disadvantage.

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