The Winterberry Group and DMA study forecasts that the US marketing identity sector will grow from $900 million in 2018 to $2.6 billion in 2022. The report also underscores how marketers have mixed confidence in demographic data.
Two-thirds of the 300 US marketers Lotame surveyed in May 2018 said they were somewhat confident in the demographic data they purchase. And just one-fifth were very confident in this data.
A previous study in January 2018 by Winterberry Group and DMA showed that improving audience segmentation is a top campaign management goal for marketers. Of the 450 advertisers, publishers and tech developers surveyed, 62.0% said that improving audience segmentation to support better ad targeting was one of their top campaign management priorities.