Big Data & Advertising

The purpose of advertising and marketing is to inform, educate, and ultimately persuade consumers to buy a given product or service. According to the STP strategy, namely Segment, Target, Position in marketing, defining the target audience is very important and advertisers need to analyze data to resonate with their target audience. Different types of audience will prefer and resonate with different content. Advertisers will first need to group different people by age, economy, or other factors and then use different market strategy to respond to each group.

These are all about big data. Big data enables companies to better target the core needs of customers by developing rich and informative content. Big data can be considered as the huge amount of information which are available to anyone in the world over the internet. Big data can help advertisers gain essential insights into their target demographics, such as patterns, consumer habits and trends, etc. Using artificial intelligence to extract and analyze data from many avenues such as subscriptions, followers, browser history, search record can understand the audience’s preference better. These figures generate insights that can lead to better business decisions and strategic moves. The application of the right technology improves the quality of decision making and detailing processes. When the transaction has been changed from offline to online, the data has been more digitalized so that the artificial intelligence technology to analyze such huge amount of data.

This is similar to the recommendation system. For example, Netflix uses big data analysis for target advertising. In this case, the big data is from over 100 million subscribers, their past search and view history. The use of artificial intelligence and big data can help uncover the hidden patterns, correlations and give insights so as to make proper business decisions and customize audience’ preference. The modern data analytics systems allow for speedy and efficient analytical procedures. This ability to work faster and achieve agility offers a competitive advantage to businesses.


  • Bridgewater, R. (2016). O’Neil, Cathy. Weapons of Math Destruction: How Big Data Increases Inequality and Threatens Democracy. (Brief article) (Book review). Library Journal, 141(19).
  •  Kitchin, R. (2014). Big Data, new epistemologies and paradigm shifts. Big Data & Society, 1(1).