Data War Dispatch: Turning Data Crude Into Real Revenue


Quest Will Spur Epic Tussle Over Ownership, Monetization

Brad Rencher believes that one day data will be listed as an asset on the corporate balance sheet. The senior VP-general manager of digital marketing atAdobe may be dreaming, but his prognostication is inspired by a very real premise: The value of data is on the rise. And, like any other raw material, its value is directly correlated with the desire for protection and control of that material -- setting up an epic tussle over ownership and monetization.

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