In the next three years, consumers will likely see even more targeted promotions like those of Groupon, and mobile and video advertising, according to a recent Boston Consulting Group report on the evolution of online-user data.
For example, Time Warner Cable allows some home-based customers to download videos from the cable operator. That kind of individual-use data gives advertisers more pointed digital advertising opportunities.
“It’s clear to everyone that the ability to understand more about an individual’s behavior pattern creates a huge amount of value,” says John Rose, a senior partner at BCG and co-author of the report.
Another trend is the emergence of a secondary market for buying and selling user profiles.
For example, if you visit a travel website and book a hotel room, that site can then sell your user profile to an ad network, according to the BCG report. Then the next time you visit a site supported by that ad network, surprise! You’ll get a hotel advertisement based on your prior web activity.
Health Care, Financial Services
Digital consumer intelligence is re-imagining other industries, including health care and financial services.Page 3 of 6 | Prev Page | Next Page