---
title: Data Marketing Spend Tops $29B in US as Cookie Deadline Looms — Winterberry Group
description: Data-related spending encompassing identity, analytics, measurement and attribution jumped 26% YoY to $29.3 billion in 2021. With the pending deprecation of cookies and changes to mobile identifiers, Winterberry Group expects the category to gain another 13% this year.
---

[Insights | Winterberry Group ](https://winterberrygroup.com/whats-new)

# [Data Marketing Spend Tops $29B in US as Cookie Deadline Looms — Winterberry Group](https://winterberrygroup.com/whats-new/news-posts/data-marketing-spend-tops-29b-in-us-as-cookie-deadline-looms)

 Written by [Emma Oyomba](https://winterberrygroup.com/whats-new/author/emma-oyomba) | Jan 24, 2022 5:00:00 AM

"The expectation is that while the rate of growth will be halved in 2022, the macro trends will continue to drive market expansion — though always subject to macro-economic and COVID-related impacts," Bruce Biegel, senior managing partner of Winterberry Group, said in a statement.

**Read more on *Marketing Dive* **[**here**](https://www.marketingdive.com/news/data-marketing-spend-tops-29b-in-us-as-cookie-deadline-looms/617539/)**. **

[View full post](https://winterberrygroup.com/whats-new/news-posts/data-marketing-spend-tops-29b-in-us-as-cookie-deadline-looms)

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