As we have explained all along, the ability to collect and analyze data about us and our social networks is the “DNA” of contemporary advertising and marketing. There is a very thoughtful piece in “Metrics Insider,“ and I hope you will look at this excerpt:
“The future of advertising is not about social, not about viral videos, not about mobile, not about any new medium or any new ad unit — but about data. Those who know what to do with this will be the new kingmakers, the new rulers of Madison Avenue — or the creators of a new Avenue of media…The critical component that makes this new world work is data — not simply general research data, but data about you. This goes far beyond just behavioral targeting, to your preferences, your interests, your actions — all of the signals you send as you move through the grand stage of life. The revelation is that this new world is no longer the far-off land on the horizon — we’ve hit the beach.”
 from: Death Of The Impression/Rise Of The Data Economy. Michael D. Andrews. Mediapost. February 18, 2010.
