Trends Report

How To Exploit The Database Of Affinity

And Why Google, Not Facebook, Will Dominate Affinity Marketing

April 15th, 2013
Nate Elliott, null
Nate Elliott
With contributors:
Shar VanBoskirk , Fatemeh Khatibloo , Sarah Takvorian , Josh Bernoff


Every day, huge numbers of people tell us what they like by voting for things, talking about things, reviewing things, and engaging in other online social interactions. All these behaviors add up to what we call a "database of affinity": a catalog of people's tastes and preferences, collected by observing their social behaviors. This pool of affinities is the Holy Grail for powering more-accurate brand advertising. But building a database of affinity won't be easy. This report details what will be required to turn all this information into something that's valuable to marketers; explores which vendors are most likely to build a usable database of affinity; and considers what the database of affinity means for marketers.

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