How to Control Consumer Data

We have talked about how to analyze data, but here is the other side of the story: how to control the consumer data from the publishers' sides. An interesting article from Ad Age covers just such topic.

According to a "Publishing Profitability Survey," nearly 78% of 400 U.S. publishing executives do not know if third parties access their data and whether or not they are making money out of it. So how can they fix the problem of being blindfolded? Here are some strategies that the author of the article suggests:

• Do a complete audit of their sites to see who is accessing their data
• Determine whether there are contractual obligations around the third-party relationships
• Determine which scripts can be removed without hurting the visitor experience or build similar tools to eliminate the third parties grabbing the data
• Learn how to use big data to their own advantage, to target advertising or content

More at: http://adage.com/article/digitalnext/publishers-back-control-consumer-data/293987/