Data collected over the past few years skyrockets

Just how much information consumers are knowingly, and unknowingly, providing towards market research has become a hot button topic in recent years. The truth is that concerns regarding privacy and data collection on the Internet are not without merit.

Consumer data services firm Krux recently published a report that demonstrates the number of data collected by volume was up 400 percent. Currently, there are approximately 50 data collections per page, whereas a few years ago that number was closer to 10. Krux also found that publishers did not control a little more than half of the data collection (54% to be exact) which is also much higher than the 31% that was recorded in 2011.

The number of collectors that gathered individual data also nearly doubled. In 2011, there were 167 parties involved whereas in 2012, Krux saw that there were more than 300 parties involved in the collection of data. It is not strange to see that as the amount of data collected goes up, so does the involvement of third-party data collectors.

These statistics provided by Krux only demonstrate what many people already know, that the shift towards audience-based buying as opposed to a display advertising market is in full swing. The tremendous increase in data collection reflects this shift. It is possible to bypass direct ad sales channels by combining low cost exchange-based media and premium data.

The only question that remains is whether this is something that is likely to continue.  Considering consumers are becoming increasingly aware of how to stop the collection of data while they browse the Internet and the government is considering cracking down, it may not be long before many of these data collection agencies are going to be struggling or have to switch their model.