Will Scully-Power: Managing Director, Datarati


Building consumer behavioural data profiles
March 19, 2010, 5:14 am
Filed under: Behavioural Targeting | Tags: ,

B1SKY2

Digital-marketing companies are rapidly moving to blend information about consumers’ Web-surfing behavior with reams of other personal data available offline, seeking to make it easier for online advertisers to reach their target audiences.

Advertisers say the push could enhance their ability to target ads at specific types of consumers, but it is drawing scrutiny from Congress, federal regulators and privacy watchdogs, who are already concerned about the use of Web-surfing data.

EXelate Media, a start-up that collects and sells Web data on consumers, is set to announce an alliance Monday with Nielsen, the big consumer-research firm. The two firms say that under the deal, eXelate will tie its data on more than 150 million Internet users to Nielsen’s database, which includes information on 115 million American households, to provide more-detailed profiles of consumers.

More: http://online.wsj.com/article/SB10001424052748703447104575117972284656374.html?mod=WSJ_hps_sections_business




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