Traditional Media Lag Far Behind Web Companies in Data Collection

march 10, 2008  12:32 pm
The New York Times had the research firm comScore conduct an analysis of the amount of consumer data that is transmitted to internet companies, and finds magazine and newspaper publishers comparatively collect very little, making them "increasingly at a disadvantage when they compete for ad dollars" online. "Some advertising executives say media companies will have little choice but to outsource their ad sales to companies like Microsoft and Yahoo to benefit from their data," the Times reports.