Should publishers invest in audience data? Depends on the publisher

Many publishers feel buffeted by data tools that let advertisers bid for online ads in real time. The tools have led to a decline in ad prices but, now, publishers have more opportunities to level the playing field by tapping into data sets of their own.

This, anyways, is the promise of BlueKai, a company that helps publishers and brands collect information and marketing insights about their audiences. BlueKai’s primary customers have always been advertisers but now it’s turning more attention to publishers, offering tools that help them create reader profiles and develop data-driven ad sale strategies.

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