Making data the basis for automation and control means converting the data and analysis collected through the Internet of Things into instructions that feed back through the network to actuators that in turn modify processes. Closing the loop from data to automated applications can raise productivity, as systems that adjust automatically to complex situations make many human interventions unnecessary. Early adopters are ushering in relatively basic applications that provide a fairly immediate payoff. Advanced automated systems will be adopted by organizations as these technologies develop further.
Media use of the Internet of things is primarily concerned with marketing and studying consumer habits. Through behavioral targeting these devices collect many actionable points of information about millions of individuals.  Using the profiles built during the targeting process, media producers present display advertising in line with the consumer's known habits at a time and location to maximize its effect.   Further information is collected by tracking how consumers interact with the content. This is done through conversion tracking , drop off rate, click through rate , registration rate and interaction rate. The size of the data often presents challenges as it crosses into the realm of big data . However, benefits gained from the data stored greatly out weighs these challenges.