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> “Consumers can’t manage this process by themselves,” Brill said. “It’s too big. It’s too complex. There are too many moving parts.” As someone who works in a
by vosper 12y ago
> “Consumers can’t manage this process by themselves,” Brill said. “It’s too big. It’s too complex. There are too many moving parts.”
As someone who works in ad-tech, for a company that uses some (anonymized) data from brokers: I'm constantly astonished by the complexity of the industry. It's certainly too complex for a consumer to figure out. I often have a hard time remembering who talks to who and which companies go where. Just take a look at this notorious (in ad-tech) infographic produced in 2010:
http://www.adexchanger.com/wp-content/uploads/2010/09/LUMA-Display-Ad-Tech-Landscape-for-AdExchanger.jpg http://www.adexchanger.com/wp-content/uploads/2010/09/LUMA-D...
That's probably missing half the players and data flows, and it's also 4 years out of date. Things haven't got simpler in that time.
- esbranson 12y agoIt certainly gives more examples of data brokers than the article.
- stephengillie 12y agoYou're going to throw about 200 brands at me and call it complex? Is this a joke? Have these people heard of computers? It's a flowchart. It looks like you haven't even tried to create a list of players. If it's less complex than SQL double-hop then it's not complex.
- vosper 12y agoI didn't create the chart. The point I was trying to make is that each of these companies is a player in the industry and has either tracking data of their own and/or they're connected (directly or indirectly) to various data brokers. The chart greatly simplifies reality - it it represented all the interconnections between individual companies it would be vastly more complex. It can't do that because most of these connections are known only to the companies involved.
- blumkvist 12y agoI don't understand the downvotes. Anyone of average intelligence will have a pretty good understanding of the process after reading a 2-page summary[1]. The infographic the "grandfather" posted is designed as an inside joke. Yeah, there are a lot of companies you've never head of in the market, but all of them perform 5 or so different services. The market is very young, thus very fragmented and everyone comes up with their own nomenclature for differentiating purposes. [1]econsultancy and Adobe have good whitepapers on the subject.