Back in the late 90's websites and advertisers were still learning how to exploit the web and it was soon clear that targeted ads... based on individual profiles, could fetch the highest rates. But how could they track users as they surfed different sites? Companies like Doubleclick realized it could be done through cookies. As long as they inserted ads or even a single pixel, into a website... they could ID a person and their interests... then instantly tailor ads just for them. It was a scary prospect and language had to be developed to reassure surfers while letting the ad companies track us and develop a personal profile. So what were clear invasions of privacy became redefined as trying to "enhance" our web experience. On the other side companies had to toot their own horns to brag about their surveillance capabilities. This is how WebTV, an early internet-only box, sold it's capabilities to advertisers...
Build a relationship between your brand and WebTV users from the moment they sign onto the WebTV service. Follow them around during their Internet and TV viewing session. WebTV Networks will help you deliver your message more accurately than ever before.
The desire to sell people to advertisers has only metastasized since them. I just stumbled on this site poking through some website source code... http://js.moatads.com/ which led to http://www.moat.com/moat_analytics
One has to marvel at the Orwellian jargon these companies use. In reality it's US, as websurfers, who are being tracked and sold to advertisers...
Attention Analytics has legs: measure mobile Always-on mobile web analytics and the widest footprint for in-app ad measurement in display & video.
The most sought-after digital screen is sitting in your pocket. Clock every second of exposure, quantify the audibility of your message, visualize every touch, and measure viewability in-geo and in-demo in real time. Optimize your mobile viewability with exclusive mobile pre-bid data. Drive attention and effectiveness.
Through Moat’s exclusive platform and pre-bid integrations, marketers can transact on original and industry-specified Moat signals in digital video in a way they never could in broadcast media. Moat measures more digital video ad impressions than anyone, globally.
Backed by a proprietary and exhaustive methodology for non-human traffic detection, Moat identifies and provides email alerts on dozens of forms of invalid ad traffic. With an investment of thousands of hours of continual diligence to detect and help block NHT, we know how non-human works and how to stop it.
Marketers who use Moat don’t pay for impressions served to non-humans, and platforms that use Moat programmatically remove invalid traffic, pre-bid. Brand-safe, human, and viewable are table stakes in digital marketing.
Apples-to-apples comparisons in one place, from in-app social network campaigns to connected TV, one real-time dashboard gives you access to what you need to make smarter marketing decisions.
Third-Party Data Has a Home - From audience and demographic data to ad server counts to DMP segment information, unify your third-party data under one roof and turn data into action.
Alongside real-time ad analytics and content analytics metrics captured by Moat tags, pull your DoubleClick, Sizmek, Atlas, OAS, AppNexus, PointRoll, Nielsen OCR/Digital Ad Ratings, BlueKai, Krux, Lotame, and Grapeshot data into Moat for unified campaign reporting and single-click PowerPoint automated snapshots. The fastest and most flexible analytics UI with the most in-depth viewability and NHT benchmarks in the ecosystem.