B2Bs Still Increasing Spend on Third-Party Data (Report)

B2B spending on third-party marketing data will increase this year to $3.77 billion, according to eMarketer forecasts.

That 3.2% increase in growth, albeit a lesser YOY increase compared to the previous three years, will rebound to 3.8% in 2024.

In citing third-party data’s continued importance — particularly in comparison to the lead generation of first-party data at in-person events — eMarketer acknowledged privacy rules about data collection and said marketers “must invest in technology and talent to ensure compliance.”