Who Owns The Data?

Audience targeting has come a long way, baby. In the last 5 years, we’ve evolved from simple intra-site and intra-network retargeting to advanced, algorithmically-driven audience targeting across the web with multi-variant data sources. Customized segmentation is available across an ever-growing list of data suppliers, and audiences can be analyzed & targeted based on buying history, content engagement, offline data sources, social media engagement, etc. It’s a Chinese-menu of demography, psychography, and implied attributes that is simultaneously exciting and dangerous.

Read More: AdExchanger

Mobclix Enhances Mobile Ad Targeting Through Partnerships

 Mobclix, the largest mobile advertising exchange, announced a deal today with The Nielsen Company, the leading marketing and media information company, to integrate Nielsen PRIZM and Nielsen ConneXions segmentation systems into the Mobclix mobile ad exchange. By bringing traditional marketing techniques to mobile advertising through Mobclix Complete, ad network partners will now enable mobile advertisers to reach over 150 unique audience segments resulting in improved conversions over legacy mobile solutions. Mobile application developers and publishers will reap the benefits of 20-100 percent CPMs higher than the market. “With the increasing spend on mobile advertising, the need to have precise marketing within mobile marketing strategies has become critical for survival,” said Krishna Subramanian, Co-founder of Mobclix. “The enhanced precision enables advertisers and ad networks to produce greater advertising ROI and gives mobile publishers higher CPMs from premium ad buys. This dynamic will be highly attractive to advertisers and very effective for publishers with in-demand audiences such as the finance, utility and shopping categories.”

Read More: MarketWire

Plentiful Content, So Cheap

Last Wednesday, I met with an executive from Demand Media, a company that generates content based on popular Web searches and other data. Since then, I’ve spent about 20 hours reading past articles, calling people for background, doing interviews, writing my column, and working on the copy with editors Sunday afternoon. At Demand’s current pay rate, I’d be making almost a buck an hour. Never heard of Demand? You’ve probably seen its products. The company has five times more video on YouTube than any other single source and over one million original articles floating around the Web with an endless array of how-to and what-the-heck instructionals on everything from how to make your own bobblehead doll to bobbing for apples. According to the company, its YouTube videos are streamed 2.5 million times daily. And in those five days it took me to write this column, the company published 20,000 new articles or videos about losing weight, learning new tricks on a skateboard or tips for job hunting.

Read More: NYTimes