The gathering of online-user data is among the most exciting and controversial business issues of our time. It often brings up concerns about privacy, but it also presents extraordinary opportunities for personalized, one-to-one advertising.
The report highlights trends that are driving the supply side from advertisers and demand side from publishers each with a growing interest in building user profiles. It names trends that hamper growth including spending shifts to closed platforms like Facebook, concerns about accuracy, the proliferation of low-cost remnant inventory and a reluctance to share PII because of fears around regulation and public backlash. The article goes on to outline the different types of data that are collected and their view into the current marketplace for User Data with 6 distinct layers. They conclude with an their analysis of the implications for ecosystem companies. They mention a personal-data ecosystem but it does not outline a future with user-centric tools and systems.