Microsoft is set to acquire behavioral microtargeting and “marketing automation” specialist YaData. YaData’s software helps identify “behavioral micro-segments” [thats our behaviors, btw]. As YaData explains, “[M]icro-segments may overlap, reflecting the true multi-dimensional nature of customers and their changing habits. The continuous dynamic discovery and management of focused micro-segments allows marketers to understand and act upon changing market trends and gain rapid results for a real competitive differentiator. In order to act upon these changes, it is vital that marketers be able to routinely and autonomously launch the discovery process and manage the entire segment lifecycle…” [the managing, we presume, is of people’s behaviors and attitudes].
“YaData fully believes in the potential of behavioral targeting to enhance the value of online advertising for publishers, advertisers and users,†said Amir Peleg” in the press release announcing the sale. Microsoft officials claimed that as YaData’s technology became part of the company’s “advertising platform” they would “continue to adhere to its high standards for the protection of consumer privacy.” As Microsoft moves closer to acquiring Yahoo!, privacy advocates will need to analyze how the company’s recent acquisitions and developments related to online advertising require real safeguards–not just a reflexive we-care-about-privacy approach.
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