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Playout Intelligence

How Much Is Our Behavior Worth?

I’m glad that Stephen goes a step further and points to holistic brand tracking, integrated purchase funnels, and digital segment profiles. clipped from www.mediapost.com The report was created for the IAB to explain the online advertising sector to public policy makers, and literally calculates how much the Internet is worth to the U.S. economy. In [...]

I’m glad that Stephen goes a step further and points to holistic brand tracking, integrated purchase funnels, and digital segment profiles.
clipped from www.mediapost.com

The report was created for the IAB to explain the online advertising sector to public policy makers, and literally calculates how much the Internet is worth to the U.S. economy.

In an attempt to solve this seemingly Sisyphean task, the report asserts that the Internet is simply worth what we pay for it, which is roughly equivalent to 2.1% of the U.S. gross domestic product. Due to the commercial diversity of the Internet and its far-reaching socioeconomic impact on American consumers, the authors rely on three different approaches to triangulate their answer:

1.     From an Employment perspective (jobs created), the Internet is worth $300 billion;

2.     From a Sector GDP perspective (money paid to the Internet sector), it’s worth $444 billion;

3.     From an Attention perspective (consumer time online), it’s worth $680 billion.

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