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At last week's OMMA Global, panelists from the Rubicon Project, Omnicom Media, Omniture, IDG and IAC all explored the various ways in which publishers are starting to realize the value of the user data they are collecting every second of every day. Obviously, the emerging role of ad exchanges, site customization, and attendant issues of privacy were explored. But one of the most startling takeaways was the Neanderthal state of data collection and use among most content publishers.
