The role of data seems to be becoming increasingly important in the digital sector. We now have so-called ‘chief data officers’ at the major digital media publishers. The marketing departments of major brands have clever young data analytics people focused on the slicing and dicing of customer information to inform and target their ad campaigns. E-commerce businesses ensure that everything we do online is tracked, recorded, analysed, used to sell us something. So much data about our individual online habits and profile is available that new data companies like eyeota have been able to insert themselves into the digital media buying process — advertisers, media agencies and DSPs are now seeking to buy ad campaigns against particular audiences instead of inventory. What are some of the trends you see in the collection and use of big data? Are their issues or pitfalls we should be aware of?
