Online Data Collection Explodes Year Over Year in US

eMarketer

In today’s interactive advertising ecosystem, data has become a valuable form of currency. In fact, an April report from Adap.tv and DIGIDAY found a significant majority of marketers in North America used data to enhance their ad targeting efforts. But advertisers aren’t the only ones reaping benefits from online data—and using it to inform campaign decisions.

Cloud-based data management platform Krux Digital sampled and analyzed data collection activity among the top 50 ad-supported content publishers (by comScore’s ranking) and found that ad servers, networks and publishers accounted for the majority of US data collection volume thus far in 2012.

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