Archive for January 2012

At least that’s what Google thinks based on its “interest-based advertising technology.” The technology infers an Internet user’s demographics and interests by tracking web-browsing habits. It takes into account both the content of websites visited and the common demographics of people who tend to visit the same websites (based on site visitation survey data). In Google’s example, Mary visits gardening-related websites so she is placed into the “gardening enthusiast” interest category and assumed to be female. Google then uses the … Continue Reading »

With 2011 behind us, we thought it would be a good time to take a step back and reflect on the changes in the digital media and marketing industry over the last year. Here is our perspective on the recent trends and our future outlook in this sector: 1) Web analytics will become even more empowering for advertisers Over the course of 2011, web analytics became smarter, richer, and more powerful through data management platforms (DMPs). Because of the high … Continue Reading »