Advertising’s not what it used to be. Data means the industry is less about the chain-smoking, Martini-swilling folk in Mad Men and more about spreadsheets.
Advertising doesn’t quite look like this anymore.
Nick just joined our advertising company as a data scientist. In fact, he’s one of the 50% of staff who are data scientists. But what’s happened to the chain-smoking, Martini-swilling folk we see in Mad Men, who used to be the driving force behind advertising? Data – and it has completely changed the way that the online advertising industry works.
In a digital environment like online advertising, data has always been used to measure simple things like clicks and conversions and, more recently, to deliver more relevant ads to web users. But technology such as real time bidding and advertising exchanges that allow new ways to buy and sell advertising has catapulted data science to the forefront of ‘must-have’ skills in the industry.