Commentary

keeping things private

In the day's first panel looking at the merging of online and offline data to better target audiences, Hitwise's Bill Tancer acknowledged that privacy is a key consideration in bringing those two world's together. He noted that Hitwise parent Experian has access to a massive amount of offline data, including panel information from 25 million people worldwide and 10 million U.S. households. To insure privacy, he said the company can as "a trusted third-party to keep PII (personally identifiable information) out of the equation." Tancer says the company can generate target audiences online based on offline data to market with the same precision and accuracy as Experian has historically done offline for tradiional catalog marketers. And he added that even a small extra piece of offline data can make a difference in boosting ROI.
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