Agency data mergers create new targeting possibilities

01/5/2010 | ClickZ

Recent data mergers by the likes of Omnicom, Nielsen and WPP have generated possibilities for using consumer data to hone the targeting of marketing messages. But the practice of combining online and offline consumer data is raising questions among consumer advocates and the agencies themselves. Omnicom's chief digital officer, Dr. Augustine Fou, said, "In particular, privacy policies of sites and ad networks will need to be revisited."

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