Lotame reported that demand for high-quality third-party data has jumped by 25 pc globally over the last two years (2020-2022).
Though the U.S. led data sales year-over-year (YoY), APAC ranked second – for the first time – with an increase of 55 pc between 1H 2021 and 1H 2022. The EMEA market followed with the next largest scale seeing a 36 pc increase. LATAM (Latin America) had the strongest growth with a 229 pc increase, greatly ramping up its data investment from the prior year.
“As an industry, digital advertising overachieved on a global scale last year with marketers upping their investments while consumers were largely at home,” says Andy Monfried, CEO of Lotame. “The market is beginning to normalize as brands return to normal spend levels, except in high-growth areas like APAC and LATAM. What remains constant, however, is the enormous opportunity for third-party data enrichment of marketer first-party data,” he added.
The top-performing individual APAC markets in 1H 2022 include: India, Australia, Japan, Singapore and Hong Kong.
The Top 5 audience segments across the region in 1H 2022 were Working Business Professionals, Crypto Interest, Procurement/Supply Chain Management, Small Business Professionals and Job Seekers.
These segments differ from 1H 2021, which were: College/University Students, Pet Owners, Precision Demographics Male 18-24, and eCommerce/Retail Industry.
“Lotame is doubling down on its commitment to deliver high-quality data in a privacy-first cookieless environment to best serve marketer needs for planning, persona building, analysis and prospecting,” said Nishanth Raju, Managing Director, SEA, Lotame. “With Lotame Data Exchange, clients can create custom audience segments at scale through different layers of demographics, purchase intent, interest, and B2B signals as this is critically important for lookalike modeling, personalization, customer acquisition and cross sell/upsell to their own customer base,” he added.
The top-performing audience segments globally YoY include Travel (48 pc increase), Custom (42 pc increase), Holidays & Special Events (41 pc increase), Automobile brands (21 pc increase) and Technology (19 pc increase).
