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February 9, 2009, 12:24 am
Filed under: Ad Exchange, Behavioural Targeting | Tags: Advertising Age, Initiative, WPP
Filed under: Ad Exchange, Behavioural Targeting | Tags: Advertising Age, Initiative, WPP
“On each ad deal, there is push-pull among publisher, agency/advertiser and, in some cases, an ad network.
And until recently, ad networks helped themselves to data because no one bothered to stop them. “Before, what was happening is that people were collecting data, but no one was using it,” said Initiative Exec VP Michael Hayes.
“Now people are realising that it’s about the data; that’s what’s powerful.”
From: http://adage.com/digital/article?article_id=134414
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