The Interactive Advertising Bureau’s Data Center of Excellence and the Winterberry Group have released a report titled “The State of Data 2018.” The report finds companies are likely to have spent more than $19 billion to buy, manage, process and analyze third-party data. The figure represents a 17.5 percent increase from 2017. Organizations are estimated to spend an additional $3.6 billion on device identifiers and IP addresses, a 36.9 percent increase from the year before. The increases come despite concerns over the EU General Data Protection Regulation. The IAB study also looks at the long-term impact of the GDPR and the California Consumer Privacy Act of 2018, as well as an examination of likely trends in 2019.
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