The benefits of measuring media consist of primarily getting an insight into how well a company is doing. The information about users can help improve products and advertising strategies as well. Also, measuring media helps companies make sure customers continue to receive the best experience possible. Companies collect this type of information by measuring online activity, which includes engagement, frequency, and conversion. For example, when I go on the Macy's website, the cookies track everything I do. It knows how many times I visit the page or what I browse. The information collected is based on my recent activity on their website. Then I start seeing a section of similar items because the computer has used my data to predict what I should view next.
I think the biggest challenge that companies face is as technology and social media continue to evolve, they will need to find new innovative ways to measure media. When conducting social media research, there is very minimal privacy for users. The majority of the time, information is being taken, stored, and used without us realizing it. Also, third party servers can access our data from these large databases, which is an invasion of privacy. So this makes me wonder, is there actually any privacy at all when it comes to social media?
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