Winterberry Group Research Finds Marketing Data, Data Services and Data Infrastructure Spend to Reach $33 Billion | ‘Demystifying the Data Layer’
According to Winterberry Group, in the United States alone, $27 billion will be spent in 2024 on data, data services and data infrastructure to support an estimated $270 billion in U.S. media buying across data-driven channels.
- According to Winterberry Group, in the United States alone, $27 billion will be spent in 2024 on data, data services and data infrastructure to support an estimated $270 billion in U.S. media buying across data-driven channels.
- The paper explores core solutions in the data layer, including: master data management; identity graphs; data clean rooms; data lakes; customer data platforms; analytic data environments, data warehouses; customer relationship management platforms; and LLM [large language models] data warehouses.
- U.S. Marketing Data, Data Services and Data Infrastructure Spending Projections, 2024-27.
- Source: Winterberry Group, Demystifying the Data Layer: Transformation of Marketing Data Infrastructure, February 2024.