{"id":479,"date":"2013-04-15T09:23:23","date_gmt":"2013-04-15T13:23:23","guid":{"rendered":"http:\/\/gutcheckamerica.com\/?p=479"},"modified":"2013-04-15T09:47:11","modified_gmt":"2013-04-15T13:47:11","slug":"data-meat-how-your-daily-read-targets-you-for-data","status":"publish","type":"post","link":"https:\/\/gutcheckamerica.com\/?p=479","title":{"rendered":"Data Meat: How Your Daily Read Targets You for Data"},"content":{"rendered":"\n

Aw, c’mon, let’s face it: in today’s all-digital, all the time world we are little more than data meat<\/strong> (I call dibs on coining this phrase).\u00a0 We are scraped, crawled, spidered, fingered (!!), analyzed and aggregated.\u00a0 The digital bread crumbs<\/a> of our lives that we leave behind like latter-day Hansel and Gretal<\/a>‘s each time we click from one site to another is plundered beyond belief<\/span><\/a><\/span>.<\/p>\n

In the Wall St. Journal<\/a>‘s (should have been Pulitzer Prize<\/a> winning) series “What They Know<\/strong>,” it notes:<\/p>\n

The widening ability to associate people’s real-life identities with their browsing habits marks a privacy milestone, further blurring the already unclear border between our public and private lives. In pursuit of ever more precise and valuable information about potential customers, tracking companies are redefining what it means to be anonymous.<\/p><\/blockquote>\n

Well… the amount of data being squeezed from you by advertisers<\/a> is fast becoming the jealous realm of the publishing world:<\/p>\n

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After years of allowing third parties to plunder precious publisher data, publishers are now starting to take control of their data<\/span><\/a><\/span>.<\/p>\n

It\u2019s always best to own, not rent, your audience. Same is true with data.\u00a0Publishers<\/a> are realizing they should be in the driver\u2019s seat. That can mean everything from installing data-management<\/a> platforms, putting in place strict controls on what types of data advertisers can collect and coming up with their own data-centric ad products.<\/p>\n

These moves, while far from universal, hold out hope that the data-driven ad world doesn\u2019t have to function as a race to the bottom for publishers. And there\u2019s little choice, as the desire from clients to efficiently reach specific audiences isn\u2019t going away anytime soon. Having their own data allows publishers to go to market to sell the same story marketers are selling.<\/p>\n

‘Publishers are a lot more, what I call, data aware,’ said Brian Fitzgerald, co-founder of Evolve Media<\/a>. ‘They never were before. They\u2019re trying to figure out what type of meaningful first-party data they have and are able to collect, and answering that question first.’<\/p><\/blockquote>\n

I’m not at all convinced that having another “player” out there ready to Bogart my data is a “really good thing.”\u00a0 What say you?<\/p>\n

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