Advertisers are watching our every move. And most people don’t fully understand just how complex their data tracking can be. Companies are also impacted — they have the right tools to specifically target the ads you see, but are they running the risk of creeping you out?
Economist reporter Alexandra Suich examines the issue in this article that outlines the things consumers and companies should know about digital footprints. She even shows us what advertisers know about her personally in this video by demonstrating what services like http://www.bluekai.com/ can do for consumers.
Those of us considered “seasoned” marketers have seen firsthand massive changes in marketing during the digital age. Readers who may not be quite as seasoned might be interested in the results of this Adobe poll, in which we seasoned-types report seeing more changes in the last two years than the previous 50!
Money devoted to online advertising is projected to keep rising. Last year, ¼ of ad funds were spent online…and its continued growth is aided by:
- The rise of mobile devices, social networking sites, and how easy it is for advertisers to “real time bid” for ad space.
- We, as consumers, seem to have no desire to stop feeding the machine. Every time we purchase something online, watch something, read something, and post something…data firms are taking that info and selling it to the highest bidder. And we don’t seem to care. A colleague once said, “Would I give up all of my personal info to get a 20% discount on shoes? Sure, I would!”
Will consumers get wise to privacy issues and say enough is enough? Will companies need to re-examine their own ethics and policies as they relate to ad buys?
Check out this special report. It’s sure to provide food for thought.