The short version

Lou Paskalis predicted on August 1, 2025: ““The data budget will probably not eclipse the advertising budget, but it will grow much faster,”” Verdict: Called it. Many marketers increased investment in data, martech, and analytics, with data/technology line items growing faster than pure media spend in multiple sectors. This aligns with his prediction that data budgets would "grow much faster"…

Prediction by

Lou Paskalis

On August 1, 2025

““The data budget will probably not eclipse the advertising budget, but it will grow much faster,””

Follow-up

Many marketers increased investment in data, martech, and analytics, with data/technology line items growing faster than pure media spend in multiple sectors. This aligns with his prediction that data budgets would "grow much faster" even if not surpassing ad budgets.

From the High Caliber AI network — see the AI for PR module in the course.