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DATA: U.S. Third-Party Data Sales Increased by More Than 30% YoY

October 19, 2021

The growth of Lotame’s demographic audience segment sales counter the narrative that the industry is leaning into contextual targeting 

New York, NY – (October 19, 2021)Lotame (www.lotame.com), the only flexible data solutions provider to future proof connectivity and drive performance across all screens, today announced its U.S. third-party data sales increased by more than 30% from H1 2020 to H1 2021. Globally, third-party audience segments have seen a 41% increase in data sales YoY, with demographics remaining the highest revenue generating category. The continuing phase-out of third party cookies has created a new generation of innovative identity tools that are more accurate, privacy forward, and increasingly effective. While pervasive market narratives push the need to resign to contextual targeting, Lotame is seeing a surge in demand for technologies that enable a complete view of the customer. New tools are driving sales, sparking marketer interest, and sharply improving yields for sellers.

“While many are declaring contextual targeting as the only solution for the digital identity shift — our data tells a different story,” said Brian O’Connor, General Manager of Lotame’s Global Data Exchange. “The market is in fact heavily investing in demographic information in the form of third-party data buys because it plays an integral part in the holistic view of the consumer. The use of supplemental data is imperative in order to effectively leverage first-party data, ultimately allowing for successful marketing campaigns and consumer experiences in the post-cookie era.”

North America saw significant increases in the purchase of various audience segments as strategic marketers invested in data to drive consumer engagement. U.S. segments that saw significant growth in Q2 include: 

  • U.S. Hispanics or Spanish Speakers increased by 157%
  • Spend to reach job seekers increased by 97%
  • U.S. home improvement targeting increased by 71%
  • U.S. military audience segment spend increased by 50%

Overall, the top U.S. third-party data segments in 1H 2021 were:

  • U.S. Hispanics or Spanish Speakers
  • College Students
  • HHI $100k+
  • Age 65+
  • B2B Small Business Decision Makers
  • B2B IT Decision Makers
  • Age 35-44
  • Age 25-44 
  • B2B C-Suite

Globally, all regions also recorded double-digit increases YoY in third-party data sales.

  • APAC: 96% increase
  • EMEA: 67% increase
  • Latin America: 53% increase

“The investments we’ve seen in audience segments are indicative of the changes within the world at large, let alone changes in consumer behavior,” said O’Connor. “As the world attempts to return to a state of semi-normalcy, we’ve seen hiring freezes dissolve, folks who remain working from home continue to invest in their space, and so on — speaking to the long-term importance of third-party data as consumer behavior remains an ever-changing facet of our industry.”

The data was sourced from Lotame Data Exchange, the world’s largest second- and third-party data marketplace, comprising billions of monthly unique users. For regional highlights in APAC, EMEA or Latin America, please contact marketing@lotame.com