Strive Notes

Internet companies are holding an enormous amount of consumer data that can provide companies with deep market insight. A new study has revealed that, by tracking what individuals search for and where they go on the internet, the Googles and MSNs of this world know what people like and what is important to them. This data is then used to predict traffic patterns and set advertising rates.

This seems obvious, but the company behind the study, comScore, says its research is the first estimate of just how much consumer data is being held by internet companies.

Of course, privacy advocates are sounding the alarm. But it seems to me that the gathering of this data, if regulated appropriately, is an important part of modern life and commerce. Click here to read the rest of this Tech Talk column.

Filed under: public relations