The word "creepy" gets thrown around a lot when it comes to the ad business lately. It used to be I couldn't go to a conference without hearing two things: the first was a panel on millennials, and the second was that this was "the year of mobile." This year the norm is to comment on how marketers have to walk a fine line -- between targeting customers with their messaging by leveraging data, and being "creepy." Still, that comment is correct. We do have to be careful, and common sense can help a lot.

Fellow Spinner Cory Treffiletti told you last week that data without context is noise. Absolutely right. I want to continue that conversation, because it's an important one. It's all about context. So let's talk a little more about context -- specifically, how we decide what makes up that context.

As 2016 continues to unfold, we can expect to see significant changes in the relationship between marketers, media agencies and their holding companies. We can also expect major changes in the leadership at some of the biggest media players in the U.S. market, such as Fox News - and Yahoo, now that it is merging into Verizon/AOL.