For over 80 years, Black Friday has been one of the most important days in U.S. retailing. Not only do retailers consider the day after Thanksgiving to be the kickoff day for the holiday selling season, but it is also one of the highest revenue generating days of the entire year. Retailers are so fixated on having a strong Black Friday performance that promotional spending to attract customers to their outlets is enormous with retailers spending millions on TV spots, multi-page newspaper inserts, online coupons, special mobile apps and much more. Add this to excessive media coverage and unrelenting social network postings, and it is easy to see why Black Friday is considered by many retailers to be more of a national event than a single shopping day.

Well, things continue to move quickly in the fantasy sports world. Just a few weeks ago we discussed how companies in this industry, such as DraftKings and FanDuel, were thriving with hundreds of thousands of participants and billions of dollars in revenue. At that time, we discussed how marketing was playing an enormous role in the growth of this industry, thanks in large part to the staggering amount these companies spend on advertising.

Online Tracking vs PrivacyNearly everyone who uses a digital device, such as computers, tablets, mobile phones and cable TV, should understand they are likely not alone when they use their device. Websites, mobile apps, Internet service providers, telecommunication firms and many more businesses have, at one level or another, the ability to track what people do when interacting with their service.

Of course, from a marketing perspective, tracking how visitors interact with websites, apps, cable boxes, and the like, offers some of the best information available on customer buying behavior, the effectiveness of marketing promotions, payment methods and many other marketing issues. Marketers foam at the mouth with amount and quality of information that can be obtained and, even better, allow marketers to alter their marketing approach. For instance, tracking information enables marketers to adjust website content, so it is more likely to appeal to a visitor’s interests. Tracking data enables marketers to engage in remarketing promotions that follow someone from one website to another. And tracking can tell marketers when to send out product reminders by email or text at times that are predicted to be when the customer is most likely to go online to shop.