PR Blog

Marketers Are Ramping Up Data Management Investments

With spend on marketing technology increasing, many marketers are investing more dollars into data management products.

In December 2018, the Interactive Advertising Bureau (IAB) and Winterberry Group estimated that US marketers spent nearly $5 billion on data management and integration products in 2018, a 25% increase from 2017. Those marketers are investing in products such as customer relationship management (CRM) systems, data management platforms (DMPs), customer data platforms (CDPs) and identity resolutions.

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