Major League Baseball is using new data tools to create more detailed profiles of people who visit team and league websites. MLB plans to use the extra data to create profiles of affluent customers, and to let brands target those profiles on private ad exchanges. Read more at paidContent »
Web publishers can buy tools that let them identify and segment their readers, and then combine that information with other customer data to offer fine-grained audience options to advertisers. As the ad market gets more demanding, the tools may become essential for some – but not all. Read more at paidContent »
Last week, the bipartisan Kerry-McCain bill proposed legislation on a Commercial Privacy Bill of Rights that would put the FTC in charge of policing the online collection, sharing and use of personal information. That has far-reaching implications for the online media business. Read more »
