Lotame: Demand For High-Quality Third-Party Data Soars

Lotame released data Wednesday by region that shows the demand for high-quality third-party audience data jumped by 25% since 2020.

Andy Monfried, CEO of Lotame, believes the market is beginning to stabilize as brands return to normal spending levels.

For the North America region, the top-selling audience segments during the first half of 2022 were people with household incomes of $100,000. The report suggests these households include business-to-business (B2B) IT decision makers, small business professionals, and C-level executives.

Globally, Advanced Demographics, B2B, and Custom remain the top three audience segments compared with the prior year.

The U.S. market did not see growth in the first half of 2022, but it remains the highest in terms of overall data sales. All other regions experienced tremendous growth compared with the first half in 2021.

APAC saw an increase of 55%, ranking at number two and outpacing EMEA at 36% for the first time.

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LATAM businesses increased data investments by 229% from 2021 to 2022. 

Market and macroeconomic impacts like inflation, supply chain issues, and the war in Ukraine continue to have a recessionary impact on digital advertising, but the impact was mainly confined to the first quarter. The second quarter grew 20%, globally, compared with the previous.

Additional audience segments that grew from the first quarter to the second quarter in 2022 include:

  • Beer & Ale: 10 times
  • Offline CPG Parent Brands: 3.5 times
  • News & Politics: 2 times
  • Age Ranges: 1.5 times
  • Shopping & Retail: 1.5 times 

Individual global markets that yielded some of the highest growth in the first quarter outside of the U.S. include: the U.K., India, Australia, Spain, Japan, Germany and Italy.

Top-performing audience segments globally year-over-year include:

  • Travel by 48%
  • Custom by 42%
  • Holidays & Special Events by 41%
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