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DATA: Global Data Sales Normalize After Monster 2021 Growth

Lotame sees 10% normalization in data investment globally from 2021 to 2022 citing macro-economic uncertainty and return to pre-pandemic marketer spend.

New York, NY – (October 5, 2022) – Lotame, the only flexible data solutions provider to future-proof connectivity and drive performance across all screens, today reported that demand for high quality third-party audience data jumped by 25% over the last two years (2020-2022). 

While the U.S. did not see growth in the first half of 2022, the market continues to be the largest in terms of overall data sales. All other regions experienced tremendous growth from 1H 2021 to 1H 2022, with APAC (55% increase) ranking at number two and outpacing EMEA (36% increase) for the very first time. The LATAM market greatly ramped up its data investment, with a 229% increase from 2021 to 2022. 

“As an industry, digital advertising overachieved on a global scale last year with marketers upping their investments while consumers were largely at home,” says Andy Monfried, CEO of Lotame. “The market is beginning to normalize as brands return to normal spend levels. What remains constant, however, is the enormous opportunity for third-party data enrichment of marketer first-party data.”

For the North America (NA) region, the top selling audience segments in 1H 2022 were: HHI $100k+, B2B IT Decision Makers, Small Business Professionals, and C-Level Executives. Globally, Advanced Demographics, B2B, and Custom remain the Top 3 audience segments year-over-year (YoY). 

“Market and macroeconomic impacts like inflation, supply chain issues, and the war in Ukraine are having a recessionary impact on digital advertising as a whole,” said Brian O’Connor, General Manager for Lotame Marketplace and Operations. “However, impacts were mainly confined to the first quarter, as we saw the second quarter grow 20% globally from the previous.”

Additional audience segments that grew (from Q1 to Q2, 2022) include: 

  • Beer & Ale: 10X
  • Offline CPG Parent Brands: 3.5X
  • News & Politics: 2X
  • Age Ranges: 1.5X
  • Shopping & Retail: 1.5X 

According to the data, individual global markets that yielded some of the highest 1H growth outside of the U.S. include: UK, India, Australia, Spain, Japan, Germany and Italy. The top-performing audience segments globally YoY include Travel (48% increase), Custom (42% increase), and Holidays & Special Events (41% increase).

“The effects on third-party data due to third-party cookie deprecation were largely exaggerated from what we’ve seen,” added O’Connor. “The Lotame Data Exchange has experienced continuous growth across a majority of the global markets, reflecting marketers are indeed tapping high-quality data for more use cases. The scale and consistent quality of our exchange proves this every day as we deliver on marketer needs for different layers of demographics, intent, interest, etc.”

The data was sourced from Lotame Data Exchange, the world’s largest second- and third-party data marketplace. Find regional highlights below: