The use of data by online services 2019 (OFCOM)

A research paper from OFCOM

• From: Competition and Markets Authority
• Published: 25 March 2022

• Category: Ongoing research
• Original publisher: Ofcom
• Research area: Advertising and marketing, Future connectivity and internet, Media and entertainment, Retail and digital commerce, Technology
• Research topic: Adtech, Advertising spend, Artificial intelligence, Data and AI, Data privacy, access and control, Digital economy, General and vertical search, Measuring advertising effectiveness, News and publishing, Personalisation algorithm, Social media and instant messaging, TV, video and on-demand
• Research publish date: 1 May 2019

Abstract

Online services are becoming increasingly central to how people meet their communications needs, find information and access entertainment. However, as more of our daily interactions move online, this is being accompanied by growing public concern about online privacy and the collection and use of personal data. This study aims to provide factual evidence on what data is gathered and used by online service and how. We examine the types of data used by online service providers (OSPs), discuss the mechanisms through which it is gathered and processed, and the use cases for data that translate into business benefits for OSPs.

Citation

Analysys Mason, The Use of Data by Online Services (2019). [online] Available at: The use of data by online services: an Analysys Mason report (PDF, 3.0 MB) [Accessed on 10 February 2022]

Link

https://www.ofcom.org.uk/__data/assets/pdf_file/0020/149141/analysys-mason-report.pdf (PDF, 3.0 MB)

Published 25 March 2022