Why advertising industry is now embracing big data

We continue to witness drops in advertising spends across the various traditional advertising platforms, radio, television and newspapers. Whereas this could be attributed to political- economic reasons, there are also technological ramifications that are steadily chipping away the once fortified robust advertising industry.

One such technology is big data analytics. Traditional advertising once involved circulating ideas and pitches through various departments. Today, working with big data companies, advertisers can use these collaborations and partnerships to create original campaigns, and at a faster pace. Not surprisingly, new companies that specialise in big data analytics have started to fill this void created by advertising agencies.

Author: Timothy Oriedo


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