Measuring Digital Marketing Success

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Adweek, 1/12/11

Every individual has been stripped down to an anonymous cookie

According to Blue Kai, I’m a tech-savvy, social media-using bookworm in the New York DMA, currently in the market for “entertainment.” At least that’s what my cookie says about me. Simply by going to the Blue Kai data exchange’s registry page, you can find out what data companies and resellers know about you, and your online behavior and intent.

In this brave new world of data-supported audience buying, every individual with an addressable electronic device has been stripped down to an anonymous cookie and is for sale. My cookie, when bounced off various data providers, also reveals that I’m male (Acxiom), have a competitive income (IXI), three children in my family (V12), a propensity for buying online (Targusinfo) and am in mid-management of a small business (Bizo). I’m also in-market for a car (Exelate) and considered to be a “Country Squire,” according to Nieslen’s Prizm, which is essentially a boring white guy from the suburbs who “enjoys country sports like golf and tennis.” Well, I’m horrible at tennis, but everything else seems to be accurate.

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