krux-data-collection

Data Collection Up 400% Since 2011

  |  June 21, 2012   |  Comments

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.

krux-data-collection

Image provided by Krux.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Daniel Mickens is a ClickZ editorial intern.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...
    • Senior Paid Search & Advertising Manager
      Senior Paid Search & Advertising Manager (Smarty Had A Party) - St. LouisCompany Description: A warm, loving, [slightly wacky] startup, we view...