APAC third party data sales doubled in first half: Lotame

Despite expectations of the industry gravitating towards contextual targeting amid the impending end of the third party cookie, data company Lotame has reported APAC third-party data sales nearly doubling from H1 2020 to H1 2021. 

Why it matters

The continuing phase-out of third-party cookies has created a new generation of innovative identity tools that are more accurate, privacy-forward and increasingly effective, and there has been a surge in demand for technologies that enable a complete view of the customer, with new tools driving sales, sparking marketer interest and improving sellers’ yields.

Key insights

• Globally, third-party data segments have seen a 41% increase in data sales year on year, with demographics remaining the highest revenue-generating category.
• While pervasive market narratives push the need to resign to contextual targeting, Lotame is seeing a surge in demand for technologies that enable a complete view of the customer.
• The APAC region saw significant increases in the purchase of various audience segments as strategic marketers invested in data to drive consumer engagement.
• APAC segments with significant growth from Q1 to Q2 include Singapore (audience targeting of finance professionals grew five-fold) and India (200% increase in targeting towards government employees, officials and agencies).
• Overall, the top APAC third-party data segments in H1 2021 were: education – college/uni students; precision demographic audiences; B2B procurement; and e-commerce/retail industry.

Quote

“Third-party data is increasing in relevance to marketers, media agencies and publishers when applied with the new privacy-forward technology. Our data points away from a reversion to weaker contextual tools amid the identity shift” – Zuzana Urbanova, Head of Data Solutions APAC, Lotame.