The global consumer data market is expected to top $20 billion this year, according to the latest Global Data Market Size Report. The market - including spend on 1st, 2nd, 3rd party data and cost of processing - is forecast to reach $20,572 million this year, up 32.4% from 2017. This rapid growth can be expected to continue, with a rise of 26.6% to over $25 billion forecast for 2019.

The USA continues to make up the largest share, registering 63.0% of the total market in 2017. However, this is expected to fall, down 4.6 percentage points in 2019. China, on the other hand, is seeing rapid growth, recording a compound annual growth rate between 2017 and 2019 of 78.9%. While the UK was the second largest market in 2018, China is expected to overtake in 2019.

Despite GDPR having a global effect, the report notes that the market situation 'seems to be stable'. With this growth in consumer data, almost one-fifth of US advertisers have fully moved programmatic buying in-house.