NEW YORK — Aug. 26, 2020 — Over the next five years, identity solutions for marketing and advertising in the U.S. and Europe are forecasted to rapidly grow, according to new research from Winterberry Group.
Winterberry Group’s identity solutions (data, platforms and services) forecasts are $8.2 billion in the U.S. and €4.1 in Europe by 2024, and are up from current year forecasts of $4 billion and €2.2 billion respectively. The research, “Identity Outlook 2020: Identity Pricing Models: U.S. and European Forecasts,” can be downloaded at: https://www.winterberrygroup.com/insights-library.
“Over the past several years the identity market has become increasingly complex in how it can leverage data, platforms and processes. Our research into the expansion of identity solutions finds rapid growth ahead driven by industry innovation to support marketer performance and consumer engagement,” said Winterberry Group’s Senior Managing Partner Bruce Biegel. “As the industry continues to adapt to regulation it is also becoming more sophisticated across insights, targeting and optimization. The three primary ecosystems for identity – personalization on owned digital properties , programmatic and advanced TV (addressable, connected and OTT) – are all expected to experience continued expansion while enabling consumers to exercise greater control of how their personal data is used.”
U.S. Forecast:Winterberry Group’s forecast of $8.2 billion by 2024 is up from a current year forecast of $4 billion, a 19.7 percent CAGR (Compound Annual Growth Rate). The 2020 identity solutions spend is 18.2 percent of Winterberry Group’s $21.9 billion total U.S 2020 data/data projection and this percent is forecast to expand to 25 percent during the next five-year period.
European Forecast:In Europe, the forecast of €4.1 billion by 2024 is up from a current year forecast of €2.2 billion, a 17.5 percent CAGR (Compound Annual Growth Rate). The 2020 identity solutions spend is 13 percent of Winterberry Group’s €17.1 billion total European 2020 data/data projection and this percent is forecast to expand to 18.4 percent during the next five-year period.
Premier sponsors of the research, include Acxiom, LiveRamp, Merkury, powered by Merkle and TransUnion. Supporting sponsors are Lotame, Neustar, Tapad and Zeotap.
About Winterberry GroupWinterberry Group is a specialized management consultancy with deep experience in advertising, marketing, data, technology and commerce. Winterberry Group’s proven methodologies address the needs of firms in its core industries, enabling brands, publishers, marketing service providers and technology developers to understand emerging opportunities, create actionable strategies and grow their value and global impact.
Contact:
Steve Stratz
for Winterberry Group
206.300.9134
steve@relevanzpr.com
