The old saying that there’s never too much of a good thing may or may not apply when it comes to audience targeting. It all depends on your perspective. Certainly, digital marketers think they can never have too much consumer data, while others – including consumers – may think there’s a line over which marketers shouldn’t go.

Consider all the attention Facebook received in recent months by constantly refining and enhancing its audience targeting capabilities. From new ad tools that can follow users from desktop to mobile and back to the slightly spooky cursor tracking capabilities, the social giant clearly understands that advertisers have a nearly insatiable appetite for tracking consumers and capturing data. That’s especially true in our fragmented, multiscreen world. Big data is only going to get bigger – not to mention more valuable – as we learn to capture ever more information about consumer activities and behaviors across every digital channel.

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