You keep hearing about it, everyone’s talking about and it's just unavoidable in this day and age - data is everywhere. And more precisely - Big Data. So what actually is Big Data? Here is the simple explanation:
If you check online the definition might sound a bit too scientific - “extremely large data sets that may be analysed computationally to reveal patterns, trends, and associations, especially relating to human behaviour and interactions.” Don’t get lost in the translation. The simple to put is: Big Data is practically the result of our digital age. It is the information produced by our different digital devices. This is not just about laptops, phones and tablets. No, Big Data is streaming from everywhere, it is the entire realm of information generated by our devices, as well as sensors used to gather climate change for example, or cell phone GPS signals, digital pictures and videos, posts on social media, etc.
This is one of the distinctive features of Big Data. That is, well, big… The volume of the data is not just massive, it’s various also - you have waves of information streaming from different sources, each with their own distinctive characteristic. Those waves of information are moving with unprecedented speed and they require strong technological solutions to be dealt with.
In digital advertising, the way to cope with the Big Data and make the most of it is done through the help of programmatic advertising technologies. The last few years saw a boom in innovation in the sector and now advertisers can leverage on different types of products to help them navigate through the information waves.