Data & Digital Marketing

Data is growing increasingly important in terms of being able to connect marketers to consumers. Yahoo is a company that recognizes this importance as it acquires digital marketing analytics firms and social media platforms such as Tumblr. These acquisitions seem are an attempt for Yahoo to understand their consumers and ideally sell ad space at a premium competitive with Google.

As the digital marketing space continues to expand, it will be critical for internet-based companies to invest in data-driven technologies. Purchasing ad-space will be more compelling to marketers if they know it can reach their desired customer segment.


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