UK is the largest data market in Europe – it will reach £1.5 B ($1.9 B) this year and grow to over £1.8 B ($2.4 B) in 2019, OnAudience.com study reveals. Global data market is also growing rapidly. This year it will exceed £15.9 B ($20.6 B) and will hit £20.0 B ($26.0 B) next year, which is a growth of 26.6%.
London, UK: OnAudience.com, part of the Cloud Technologies Group, which is one of the largest data warehouses in the world and provides Big Data tools for online marketing, has launched the 2nd edition of “Global Data Market Size” report. It is the only study that analyses international spendings on audience data – a pieces of digital information about interests and preferences of the internet users. The study includes trends, estimates, and forecasts for 23 countries globally for a three-year period (2017-2019).
OnAudience.com report reveals that the UK is the largest in Europe and the second largest in the world. This year it will hit £1.5 B ($1.9 B), which is almost 60% of the whole European data market.
In 2019 it will keep its first position in Europe, with a value of £1.8 B ($2.4 B, +25.1% YoY), but will no longer be the second largest data market in the world, because of fast-growing China data market.
The world’s largest data market is the US, where marketers will spend $12.3 B on data in 2018 and this amount is going to grow next year to exceed $15 B (+23.2% YoY).
Global spending on data is also growing fast. Data-driven economy is not an idea any more. It’s a fact now and the need for high-quality data is greater than ever. Marketers are going to spend over $20 B on data this year and in 2019 the global data market will hit $26.0 B, which is a growth of over 26%.
Data is a fuel for programmatic campaigns. Information about online users’ behaviour and preferences allow marketers to design better products and deliver their clients the right message at the right moment of the buying journey. The value of digital display advertising market will reach $120.8 B globally this year, while the programmatic market will hit $75 B, which is a growth of almost 26% YoY. 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,” commented Maciej Sawa, Chief Executive Officer at OnAudience.com, Cloud Technologies capital group.
Data market size in Europe
Marketers in Europe will spend $3.2 B on data this year, which is over 15% of the global data market. This market is going to grow of 29.8% to reach $4.2 B in 2019.
In 2018 the largest data market in Europe is the UK, France took the second place with a value of $340.7 M (+46.8% YoY). Behind France is Germany ($184 M) and the list of TOP 5 data markets in Europe closes Denmark ($114.2 M) and Italy ($64.2 M), which is the fastest growing market among the largest data markets in Europe with a growth rate of 57.8%.
GDPR and the global data market
Despite the introduction of GDPR, that was widely discussed in the digital industry, data market is still growing fast. Information about customers is a demanded good for marketers. It allows them to increase effectiveness of online campaigns and gain deep knowledge about clients’ needs.
Advertisers invest in programmatic and this market is also growing fast. A month after introducing the new privacy rules, expenditures for programmatic started to recover to pre-GDPR levels. According to Zenith’s report, in 2017 digital advertising market increased by 13.7% and reached $204 B1. eMarketers’ study revealed that spendings for programmatic in the US market will grow fast to reach $46 B this year2.
Estimates in OnAudience.com report also shows that both programmatic and data markets are growing rapidly. In almost all countries we analyzed, spending for data in 2019 will grow at a double-digit rate. The trend of using data is stable and has an international reach.
About the methodology
The “Global Data Market Size” report is the 2nd edition of the study. OnAudience.com analysed 23 markets that generate about 90% of the global programmatic spend. In estimating values for specific markets, the company used its own data, independent reports (e.g., IAB or eMarketers studies) and applied its own statistical model.
In the study, the programmatic market is treated as a part of 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 DMPs).
The full OnAudience.com report can be downloaded here.
OnAudience.com is a part of the Cloud Technologies Group, one of the fastest growing tech companies in Central Europe, according to Deloitte Technology Fast 50 CE ranking as well as Financial Times ranking – FT1000 2018. We specialize in data analytics and data monetization.
The company developed one of the biggest warehouses in the world, which includes over 21 billion high-quality and consistent anonymous user profiles (the number of profiles is calculated as the product of the total amount of unique users and segments to which they were assigned). All data we process on our DMP is non-personally identifiable information. The raw data we collect is subjected to anonymization process to protect personal data of internet users.
Data collected and processed by OnAudience.com enables marketers to personalize their online ad campaigns and expand their Business Intelligence solutions (data enrichment).
1 – Advertising Expenditure Forecasts, Zenithmedia.com, 2018.
2 – US Programmatic Ad Spending Forecast, eMarketer.com, 2018.