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.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Daniel Mickens is a ClickZ editorial intern.
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.