There are plenty of words online about how big data will change every facet of our lives, and a substantial chunk of those words are devoted towards how big data will affect advertising. But instead of haphazardly leaping on the change bandwagon, advertisers need to sit down and understand what big data has changed and yet what still remains the same.
Some things which many people do not think about as advertising are in fact a conflation of big data and marketing. Netflix is a terrific example of this. Netflix obviously does not have advertisements, but it heavily relies on algorithms to recommend shows to its viewers. These algorithms save Netflix $1 billion per year by reducing the churn rate and marketing the right shows to the right customers.