IDG Contributor Network: Big data, algorithms and the future of advertising

There are plenty of words online about how big data will change every facet of our lives, and a substantial chunk of those words are devoted towards how big data will affect advertising. But instead of haphazardly leaping on the change bandwagon, advertisers need to sit down and understand what big data has changed and yet what still remains the same.At its core, advertising is about communication as it seeks to inform consumers about a business’s product and services. But different consum