Today in Social

With all the consternation over online data collection, you’d think something evil – greed? – was pushing companies to risk violating user privacy. Yet a new study of online news sites by the Pew Research Center says, in fact, not very many are actually targeting their ads. The study seems a little narrow. For one thing, it focused on home pages, and mostly on sites from traditional media companies. Yes, that’s where premium ads run, but it isn’t where re-targeting, for example, makes the most sense. And Pew seems disappointed that it found so many house ads when it’s possible that they’re a good use of inventory space, assuming the companies did some ad yield analysis. Nonetheless, you’ve got to wonder when all this data collecting will pay off.

Relevant Analyst

David Card

VP Research Gigaom Research

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