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Global Data Market Report - Data in programmatic campaings

Global data & display advertising market size report for 2017-2019


The data market size is growing dynamically. Since 2016 it's been growing at a double-digit rate. In 2018, advertisers increased their spending on data by 26.6% compared to the previous year. Marketers invest in data to target the right audience and send them personalized messages. After analyzing the growth rats of the display advertising market size and programmatic market size, it's safe to say - it brings satisfying results.

Global data market size 2017-2019

The data-driven economy is not just an idea anymore. It’s now a fact and the need for high-quality customer data is greater than ever. The global data market will almost double - from $15.5 B (2017) to $26.0 B in 2019, according to “Global Data Market Size 2017-2019” report by

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Global Data Market size

Potential of 3rd party data

Data spend estimated in the study, includes mainly investments in programmatic advertising, which base on 3rd party data - digital information about customers’ behaviour, interests and purchase intentions. The growth of data-driven companies and development of marketing automation software also plays a significant role in increasing expenditures for data.

What 3rd party data is used for in digital marketing? Let’s list the most popular use cases:

  • increasing the effectiveness of online campaigns
  • precise targeting of ad campaigns
  • finding new clients thanks to look-alike modeling
  • analyzing users’ profiles and preferences
  • designing better products and services
  • staying in compliance with GDPR

Display advertising market size and programmatic market size

The value of digital display advertising market will reach $136.6 B globally this year, according to our report. In 2021 spending on digital ads will exceed half of a global advertising market for the first time (Zenith report). The programmatic market use audience data for targeting will hit $89.5 B globally this year, our study reveals. According to eMarketer, by 2021 almost 88%, or $81.00 billion, of all US digital display ad dollars will transact programmatically.

Both display and programmatic markets are the petrol that drives the data market and the demand for high-quality data is growing rapidly in almost all 23 countries that we analysed. In “Global Data Market Size” we’ve included also estimates of values of display and programmatic markets for 23 countries across the world.

Top 5 world’s largest data & programmatic markets

The largest programmatic markets are also the largest data markets because ads served programmatically needs data. The world’s largest data market in 2019 is the US. The US marketers will spend $15.2 B on data this year, which is almost 60% of global data market value.

China is the second-largest data market in 2019 with an estimated value of $2.4 B. It overtook the UK data market that held the second position in 2018 in the previous years. The world’s fourth data market is Canada ($768.8 M in 2019) and the TOP 5 world’s largest data markets list closes France with an estimated value of $469.5 M this year.

Top 5 the largest data & programmatic markets in Europe

Marketers in Europe will spend $4.2 B on data this year, which is over 15% of the global data market. This market grew by 29.8% since last year.
In 2019 the largest data market in Europe is the UK. France took second place with a value of $469.5 M (+37.8% YoY). Behind France is Germany ($265.6 M) and the list of TOP 5 data markets in Europe closes Denmark ($137.2 M) and Italy ($88.9 M).
The fastest-growing market among the largest data markets in Europe in 2019 is Germany with a growth rate of 44.4%.

DMP market share

When it comes to data, we should think about tools and technologies for data management and integration. If the data market grows rapidly, how much do marketers spend for Data Management Platforms?

It’s hard to find the estimations of the DMP market. Although there are a few clues on the market that can show us trends in investing in such software as DMPs. Our report includes all spendings on data that is used in digital marketing. So the estimates contain, among others costs of Data Management Platforms. And on every market, these spendings are growing year by year.

IAB with Winterberry Group has released an interesting study - The State of Data. The authors estimated that the US spendings on Data Management, Processing & Integration reached almost $5 B in 2018 which was an increase of over 25% YoY.

It’s not easy how much marketers spend on tech solutions for data management. But, according to studies, it’s clear that spendings are growing fast and the need for technology that will make it easy to control audience data, is increasing.

The methodology of the “Global Data Market Size” report

The “Global Data Market Size” report is the 2nd edition of the study. We analysed 23 markets that generate about 90% of the global programmatic spend. In estimating values for specific markets, we used our own data, independent reports (e.g., IAB or eMarketer studies) and applied our own statistical model.

In the study, the programmatic market is treated as a part of the display ad market (not including video, etc.), which is a part of the whole digital ad market.
The estimation of data market values includes spendings for data that is mainly used for targeting in programmatic campaigns (spendings for 1st, 2nd and 3rd party data and cost of processing data, including costs of Data Management Platforms).

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The size of data market: 2016-2018 revealed the previous report about global data market size in February 2018. This edition includes a comment from Microsoft expert who speaks about growing data market. Find out the older edition of our report to check how global data market is growing across the years. 

This edition also includes estimates for more markets than in 2017-2019 edition, so if you are looking for programmatic, display or data market for specific country, download our study.

Download previous edition of the “Global Data Market Size” report (2016-2018)

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Global Data Market Report

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