Ad Tech, Digital Advertising

Big Data and Digital Advertising

July 11, 2018

Big data is known as datasets. These data sets are so giant and compound in reality that the old-style data-processing application software often ends up being deficient to deal with the size of these data and statistics. Storing big data means seizing data, the information storing, data analysis, exploration, allocation, transmission, visualization, interrogating, updating, data confidentiality and data foundation.

Data sets grow quickly because they are progressively assembled by inexpensive and abundant information-sensing internet of things devices such as mobile devices, aerial (remote sensing), software logs, cameras, microphones, radio-frequency identification (RFID) readers and wireless sensor networks. The world’s technological per-capita capacity to store data has roughly doubled every 40 months since the 1980s; as of 2012, every day 2.5 exabytes (2.5×1018) of data are generated. Based on an IDC report estimate, the global data volume will grow exponentially from 4.4 zettabytes to 44 zettabytes between 2013 and 2020. By 2025, IDC predicts there will be 163 zettabytes of data.

Big Data and its Impact on Digital Advertising

Organization of Data

Effective digital advertising relies upon the capability to gather, assimilate and analyze data from both interior and exterior sources. The task lies in the fact that 80% of that data is unstructured or disordered. This is data from sources such as photographs, videos, and social media posts but cannot be analyzed via old-style approaches. By the means of big data analytics platforms, corporations are now capable of capturing, storing and analyzing all the composed information, both organized and unorganized. As a result, digital advertisers can attain new and applicable insights from underdone muddled data.

Real-Time Data Analysis

In the past, conventional scalable relational database solutions could be relied upon to effectively manage and analyze massive datasets. But they did so at a very slow pace, taking days and even weeks to perform tasks that often yield decayed results. On the contrary, the big data analytics platforms that are available today can perform difficult processes at lightning-fast speeds, allowing for real-time analysis and insights. Shorter time to insight allows marketers to make real-time decisions and take immediate action based on the fresh, reliable and relevant information.

Targeted Ads

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Big data allows digital advertisers to better target users with more personalized ads that they most likely want to see. Some of us are already aware that firms like Google and Facebook are clearly the leading companies in digital advertising throughout the world and have become incredible at generating and offering more tempting ads in non-intrusive ways. Ads featuring products and services we might actually want and use to better our lives. And these more personalized and targeted ads are all based on massive amounts of personal data we constantly provide about what we’re doing, saying, liking, sharing—and now thanks to our mobile devices—where we’re going. Which brings us to…

Hyper-Localized Advertising

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The proliferation of mobile devices, primarily smartphones, has created a major opportunity for digital advertisers to deliver mobile specific ads to the right people at the right time—in context. Through the combination of social data and location data, stores that shoppers are near and might be interested in can send out ads offering percentage discounts or other incentives—delivered to the shopper’s location in real time—to get them to walk through their doors. Hyper-localized advertising has been shown to increase customer engagement and conversion rates. However, there is a possibility of backlash as some customers may get a disturbing feeling as to if and how the advertisers know where they are in real-time. As a result, advertisers will need to make some trade-offs in order to keeps their ads effective while justifying offenses.

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