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.”