Government Data Initiative Utilizes Ad Industry Strategies
The National Science Foundation and the National Institutes of Health announced a joint program seeking new techniques aimed at big data management and analysis, stemming from the rise of digital data. Other government agencies also announced similar programs.
The project, underway since 2010, doesn't specifically name Google, Microsoft, Yahoo, Facebook or Twitter services as contributors, but it does attribute the "explosion of online content and service offerings" to many sources across the Web, including video, email and social networks.
Representatives from the government agencies said the initiative will support access to information that leads to more informed decisions, similar to strategies underway in the online advertising industry to share and use data.
Data has been called the "new currency" by a variety of advertising and marketing executives, but tools and processes are needed to turn the bits and bytes into services the industry can use to transact business.
Joint initiatives that pull data out of silos and combine them can become tricky. In the online ad industry, executives, such as Kalyan Lanka, director of product management at Lotame, believe partnerships and with Acxiom, Alliant, Bizo, and Dataline allow the group of companies to combine resources to create new audience targets and reach.
Lotame makes it possible for publishers to use data from other sources and verticals to make their own audience more attractive to advertisers. Lanka suggests combing data from a variety of vertical markets. Integrating click stream, messaging, search queries, and data from brands and a variety of third-party companies opens the door for brands to target consumers in other market segments.
At the 4 As conference in Los Angeles earlier this week, a panel of execs from agencies, trading desks and demand side platform agreed that the missed opportunity in the ad industry resides in not using specific internal data from big brands. The data within sales, CRM, and enterprise resource planning platforms has not been applied to media buying to make advertising and marketing more effective.
Recent Online Media Daily Articles
-
FTC's Ohlhausen Questions Privacy Recommendations May 21, 6:05 p.m.
The Federal Trade Commission's 2012 privacy recommendations could unintentionally disadvantage smaller online ad companies, Commissioner Maureen ... -
Subway's Comedy Promotes Brand, Content Strategy May 21, 2:43 p.m.
Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, "The 4 ... -
Future of Social, Digital Shops In Doubt May 21, 1:48 p.m.
Companies talk a lot about fully integrated marketing strategies. One result may be the demise of ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ...
Be the first to comment on "Government Data Initiative Utilizes Ad Industry Strategies"
Leave a Comment