Be it Southwest Airlines building a newsletter list, the ASPCA looking to build out a Facebook and Twitter community or Pepsi moving money away from the Super Bowl to building the Pepsi Refresh site, there is a huge advertiser demand for user data.

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The company's cola brand took a pass on the Super Bowl last year (the ad dollars instead went to a community advocacy project dubbed Pepsi Refresh), but both Pepsi Max and Doritos will be there sometime after the kickoff at 6:30 p.m.

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The Pepsi refresh project is an initiative in which Pepsi diverted the money it would have spent on Super bowl advertising, and instead created a fund to support philanthropic community projects that were both proposed and endorsed by consumers.

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