What is the data that the ad collects?

If you ask the Publisher and ad network What kind of relationship it is, then either side may say, "This is too complicated." "On the one hand, they collaborate on advertising networks to help publishers find the right http://www.aliyun.com/zixun/aggregation/6278.html" > Advertisers to address their extra inventory. On the other hand, they are fierce competitors who want to earn your advertising budget. Publishers will tell you the benefits of all direct purchases, while all ad network representatives are waiting to move in order to promote the advantages of third-party buying.

In all cases of competition, the issue of ownership of data is perhaps the most volatile, not just between advertising networks and publishers, but also for advertisers. The group of GroupM has recently made a controversial decision to revise its terms and conditions and to state that all data generated by advertisers should be regarded as the property and "confidential information" of advertisers. That makes the situation more intense. Interactive advertising according, the US interactive advertising agency, issued a statement reiterating its commitment to address this critical problem shortly after news of the move was announced in the group of media outlets in February. It was then discussed with the American Agency for Advertising Agencies (AAAA), but neither side was able to come to a unanimous decision on how to resolve the matter.

The problem, of course, is that advertisers and publishers have different ideas about who has the data collected in the campaign. If you are working with publishers for advertising campaigns, some advertisers will retain and reuse the data collected for relocation, paying the publisher's direct media full price before moving to a lower-cost ad network for future advertising campaigns. This allows us to double the value of media purchases, but we have to use both publishers and advertising networks to leverage it.

As can be imagined, publishers are not satisfied with the situation. They can sell this data to us, or we will keep it and use it for a long time after working with their ad. Ad networks are happy to work with us to reposition users on the basis of these data, but in turn there is a channel conflict: publishers and advertising networks sell the same stuff to us at different prices.

Of course, the parties involved have their own opinions on who is wrong in the struggle for data preservation. As advertisers, we believe that these data belong to us, after all, for the data can be collected advertising activities, we paid the fee. But publishers are strongly of the view that the data should be seen as a one-off event, just like the advertising campaign. Some publishers even revise the terms and conditions of their advertising campaign to retain ownership of this precious commodity. But remember, for many websites and marketers, user data is generally more valuable than the impression itself. This is not a problem that can light-hearted the heart.

A quick answer to the question is likely to be a company such as BlueKai (which the company set up late last year). For marketers interested in buying data, BlueKai's data exchange service enables publishers to sell data such as shopping behavior and product development behavior. The source of the data is still anonymous. In addition, Internet users can manage the information they can open and share through the BlueKai registry. This is clearly to respect the privacy of consumers. Ad networks don't have to worry about being excluded. They can also purchase data to supplement existing information, thereby increasing the advertising activity of their advertisers.

This approach eliminates some of the key data retention issues. When advertisers get the data through BlueKai, there is no ownership problem: The data is hers, and she does what she wants.

Is it necessary for our industry to maintain peace by turning the current savage era of data ownership into a formal market? It is impossible to talk about a solution that respects advertisers, publishers, and advertising networks, and maintains the right to maintain their business. Where do we start when we wait for the authorities to regulate our actions? (You know, our advertising campaign has never stopped).

(Original: April 9, 2009; compilation: Zeng Cui)