Rubicon Project Buys Others Online in Audience Data Play

There’s an emerging trend in online advertising that I only flicked at in an article last February on ad networks: As data about people’s online activities grows, it’s allowing advertisers to start targeting those people directly, not just run display ads on Web sites prospective buyers might frequent or buy ads on search results pages they hope will draw clicks. Privacy concerns aside for the moment, the key not only for advertisers but publishers is to find the right data—and right now, that’s scattered among a huge number of players, in particular data brokers such as Blue Kai, Exelate, and AlmondNet.

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