At present, there are several different interconnected trends feeding into one another to create this world of data. According to Wikipedia 51% of the world’s population now has access to the internet. As this percentage climbs higher year on year, the market for advertisers is constantly growing. In addition, it gives them an increasingly rich source of data to tap into.
The whole of the advertising industry has been shaken up by the introduction of a fundamental technological change. Namely, big data and algorithms.