Is Big Brother or Big Mother in Control?
If you thought being tracked by Google, Facebook, Bing, etc. and served up advertising was an infringement on your privacy, look what is now available to one of the biggest ad agencies on the planet. The good news is that it's a double sided message that demonstrates what lengths big business will go through to offer whatever you want. So what do you want?
By EMILY STEEL
In a quest to accelerate the business of targeting ads to consumers based on information about them, advertising giant WPP PLC plans to announce on Monday the launch of a new company that links its ad-buying technologies with a vast database of consumer profiles.
Called Xaxis, the new company will manage what it describes as the "world's largest" database of profiles of individuals that includes demographic, financial, purchase, geographic and other information collected from their Web activities and brick-and-mortar transactions. The database will be used to personalize ads consumers see on the Web, social-networking sites, mobile phones and ultimately, the TV set.