Digital media, information & technology spotlight on digital data


Colin KnudsenIn advertising and marketing data is fundamental. The mission is always to optimize spend by identifying and targeting those potential customers with the greatest propensity to purchase with the most effective message delivered through the most cost effective media. Advertising has always been about reaching “the right person at the right time with the right message”. Consumer behavior data is the essential ingredient to digital advertising and marketing. As consumers spend increasing time online, each of our digital presence and individual footprint produces increasingly valuable digital data. Every click we make is tracked and utilized as digital data to enable more targeted, personalized and effective digital advertising and marketing. The substantial growth in internet usage over the past 20 years has resulted in a rapidly growing and significant digital advertising market. In fact, in 2013 the digital advertising market grew 17% to nearly $43 billion, now the largest ad medium, eclipsing advertising on broadcast TV for the first time.

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