The data generating ad dollars are the driving force behind a wave of mergers and acquisitions occurring in the media world, reports Business Week.

Google's ad-targeting successes have led to a sweeping realization that all ads, including display and video offerings, can be more closely targeted and measured. With this in mind, firms that compile anonymous data on Web surfers have become very attractive to ad-serving companies. Shops like Specific Media, Blue Lithium and 24/7 Real Media have all been tagged acquisition targets.

This metrics-mad mindset likely fueled recent rumors of a Microsoft/Yahoo merger. Both companies provide a plethora of member-specific services, and the breadth of collected data between them could easily be used to target users more effectively.