Data Collection Up 400% Since 2011
Krux found data collection per page rose from 10 to 50 events year-over-year.
Krux found data collection per page rose from 10 to 50 events year-over-year.
A recent report from consumer data services firm Krux showed that year-over-year data collection volume was up by 400 percent from an average of 10 collections per page to 50. Krux found that 54 percent of that activity was not controlled by publishers, up from 31 percent in 2011.
The number of individual data collectors also nearly doubled, with more than 300 parties in the 2012 Krux Cross-Industry Study, compared to 167 in 2011. As data collection numbers continue to grow so does the involvement of third-party data collectors.
The portion of third-party data collectors serving as ‘ushers’ bringing other data collectors to a web page is up from 55 percent in 2011 to 78 percent in 2012. Of all the collection observed, 42 percent was from companies that may be using the data to power competitive media or data businesses, said Krux.
The growth in data collection reflects the shift in the display advertising market to audience-based buying. Media buyers and resellers are combining premium data with low cost exchange-based media, which bypasses direct ad sales channels.
Image provided by Krux.
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceWhile there have been many stories on how brands can use influencers as part of their marketing strategy there are not many on what influencers need t...
View articleWhat does the future of paid search and paid social advertising look like? Last Wednesday, ClickZ sought to answer that question, holding its first Di...
View articleCan 360 video advertisements drive more engagements than regular video ads? Google partnered with Columbia Sportswear to find out and discovered it's ...
View articleNot getting too complicated with metrics is just one important point covered in an IAB conference session all about attribution. Read More...
View articleThe convergence of advertising and marketing technologies is increasing the way data can be used to improve the efficiency of display ads. Read More...
View articleSuper Bowl ads cost millions of dollars, so brands better make them worthwhile. But how can that be measured? Last week, we determined that it is, in ...
View articleImprove the conversion rate of your ads and maximize profits without draining your entire ad budget. Read More...
View articleExperts predict that there will be a greater emphasis on social business this year, thus making it more imperative for marketers to cultivate strong c...
View article