A lot is made of the differences and battles between the mega-tech players such as Google, Facebook and Twitter. However, the reality is they are all in the same business. Namely, collecting signals from the market. Call it big data, analytics, search, social, implicit, explicit, predictive – in plain English these companies pick up digital signals that consumers (aka people) send out about themselves and their lives and provide tools to target messages against those signals. It’s a vast market powered by Moore’s Law driven groovyware that is now morphing into huge markets for attention data – otherwise known as programmatic.