Online Data: Cheap, Plentiful, Inaccurate

By: Jack Marshall | Digiday

Web data, we’re told, is the new oil. There’s gushers of it out there, and it’s changing media. Thanks mainly to cookies, automotive advertisers reach only those people in the market for a new car; insurance providers market to would-be homebuyers; and dog food manufacturers can target only those with pooches.


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