Article

Greta Paa-kerner
Greta Paa-kerner 18 March 2016

Online Tracking: Your Data Is Being Packaged, Sold, Repackaged and Resold

Digital ads are becoming noticeably more targeted and this is due to the fact that consumer data has become big business. Online consumer data is disassembled, repackaged, sold and then re-sold again as inventory.

Online browsing habits are big business and this repackaged data has become the lubricant for the online advertising ecosystem. 

Online advertising has become extremely sophisticated, particularly within social media. For example, on Mother’s Day I was served two in-roll ads in my LinkedIn news feed. One was from Unilever congratulating me for being a mother and the other was from Cartier highlighting a beautiful rose gold watch, which would be a noticeable upgrade from my old “Tank Anglaise”. How did the cyber gnomes know that the clasp had been sticking and it was time to get a new one? Perhaps they didn’t know that, but they knew a women’s Cartier watch would be a good fit for me and they knew that I am a mother. How was my data synthesized to become an actionable insight?

Online consumer’s movements are being tracked by third-party scripts and then sold on to data providers who process it and then create thousands of segments like “relationship status”, “age group”, “ethnicity” and “annual income”.  These data segments can then be sold on again on a cost-per-mille (CPM) basis to demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks and other data management platforms (DMPs). As it’s being repackaged and resold and repackaged and resold again, the data begins to be dissociated from its original form, but in theory it should start looking like a specific customer segment.

Some consumers may see this as a benefit as we are being delivered more accurate online ads. For others it may seem like an invasion of personal space. But once a user logs into the Internet, their personal space is no longer theirs as they are part of a wider cyber world and tracking is par for the course.

Greta Paa-Kerner is a course director for the Chartered Institute of Marketing. She is also an independent marketing consultant and a senior lecturer at Bucks Business School. Visit her website atwww.ganduxer.com.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Promote Your Blog On These 30 Places

Promote Your Blog On These 30 Places

Social Media channels are one of the best ways to promote your blog content, but you shouldn’t stop there. Besides Social Media, there are more available places on the web which can be a great marketing tool for your blog promotion. I’m bringing you 30 proven places where you can promote your blog content and get great results.

Aleksej Durdevic
Aleksej Durdevic 7 December 2016
Read more
Top 10 Digital Branding & Marketing Trends for 2017

Top 10 Digital Branding & Marketing Trends for 2017

It’s time to re-evaluate and rebalance the digital approach for your company. Here are the Top Digital Branding & Marketing Trends for 2017 to watch for. The probing minds at the Borenstein Group, a Top Washington DC Digital Marketing and Branding Agency, have done the homework for you. Use it or lose it.

Gal Borenstein
Gal Borenstein 7 December 2016
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
What Mobile App Design Looks like in 2017

What Mobile App Design Looks like in 2017

They say ‘move with the time or the time will leave you behind’. Being a startup it is important for you that you understand the trends, and amalgamate them in your business in order to attain the targets.

Nasrullah Patel
Nasrullah Patel 6 December 2016
Read more