Aggregating Web users for fun and profit

11/5/2009 | Wall Street Journal, The

Data-mining firms such as Blue Kai and eXelate Media track Web users as they move from site to site, gathering information that is then sold to marketers to target advertising to highly specific user groups. The data miners strike deals with publishers to gain access to the data. Ross Sandler of RBC Capital Markets said, "These companies are adding tremendous value to the whole advertising ecosystem."

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