The future of online advertising is big data and algorithms
The tech revolution is coming to advertising. Chatbots are replacing humans, data threatens our privacy, and the blockchain is linking it all together. In our series on tech and advertising, we’re taking a look at how the industry is being reshaped.
The challenge facing advertisers and advertising professionals is remaining relevant in the face of a fundamental technological change. Namely, algorithms and big data.
The combination of the two, in the form of automated and real-time buying and selling, is redefining the advertising business model and value proposition.
Advertising is now a world of software, ultra-high-speed networks and processing power, statistics, optimisation, operations research, heuristics, data science and a range of related disciplines all coming together in dealing with large volumes of rapidly changing data.
How advertisers adapt will define their viability in the new world of online advertising. Period.