Data:  Deja Vu All Over Again?

Jun 30, 2010 - Tom Chavez, co-founder and CEO - 0
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Today, I shared my thoughts on the importance of publishers’ audience data management practices in an editorial on AdExchanger.com.

Data: Deja Vu All Over Again?

I’d like to take a moment to respond to Tolman Geffs recent query, “Are Publishers &@%$#ed?” (PDF)

The short answer is: Yes, unless they rise up and re-assert control of their data.

These days data seems to be on the lips of every player, principal, enabler, provider, intermediary, and hustler in digital media. There’s no question that the decoupling of media from data is a dislocation that creates opportunity or disaster for publishers. Advertisers and agencies can now purchase tonnage inventory from a social media or portal provider for dimes and nickels and transform it into $5-$8 inventory by meshing it with their own or third-party data. The net effects from the publisher perspective: (1) downward pressure on media prices; (2) new revenue opportunity from data.

Read the post in its entirety here.

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