As big data becomes a bigger and bigger part of the internet, we cannot help but wonder the impact that it will have on advertising, from both a consumer and agency standpoint. The issue of privacy and net neutrality also have become a heated topic that even has Facebook’s Mark Zuckerberg talking. Today he released a statement expressing his frustration with the government’s lack of urgency when it comes to surveillance reform. He stated that he and his colleagues at Facebook work hard to keep their users’ information private and believes that the government should be just as concerned with protecting its citizens against the dangers of the open web. I found it to be interesting that Zuckerberg is so against big data when Facebook is filled with targeted ads that can only be made possible by big data. Another interesting article that I read explored the other side of big data and spoke about the advertising industry’s feelings towards it. Most of these agencies are for the use of big data because they all them to target ads to the right people, at the right time and to the right devices. In this article by Katy Bachman, it is explained that big data is being collected in a non-obtrusive way. Yes, the data is being collected but it is nothing that you couldn’t learn about a person yourself if you looked through their browser history. People are afraid that big data will “spy” on them and find out extremely personal information, which will then be used to hurt them. Obviously, no one wants to be taken advantage of, and that is not the advertisers’ intentions. The article explains that big data and surveillance does not seek out individuals, but demographics. It wants to know search patterns and what kind of audiences are responding to and purchasing goods and services. A clip with Jeff Kelly, Principle Research Contributor at Wikibon, explains the pros and cons of big data and its role in the advertising world very well in his interview for SiliconANGLE. He starts by talking about the Publicis/ Omnicom merger and why it happened. Advertising companies have to grow in size and power to compete with digital based advertising, such as Google and Facebook. They need to deliver advertising with new methods because the traditional form of advertising is changing rapidly with the increased use of digital media. Big data allows advertising groups to figure out the best way, place, time and demographic to place ads and helps them to understand their consumers.
Bachman, K. (2014, March 13). Advertising community head to the white house to talk big data and privacy. Retrieved from http://www.adweek.com/news/technology/advertising-community-heads-white-house-talk-big-data-and-privacy-156273
Bachman, K. (2014, March 13). Zuckerberg says u.s. government is a threat to the internet. Retrieved from http://www.adweek.com/news/technology/zuckerberg-says-us-government-threat-internet-156288
How big datas will ad us the future of targeted advertising. (2013, july 30). SiliconABGLE. [Video podcast]. Retrieved from https://www.youtube.com/watch?v=ThH2dkoXM1U