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Personalized Digital Advertising: How Data and Technology Are Transforming How We Market by Diaz Nesamoney

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16. Developing Big Data for Personalization

Big Data is a big buzzword with marketers these days, so it perhaps makes sense to define what we mean by Big Data in the context of personalized advertising.

Big Data refers to the vast amounts of data being generated outside traditional sources that, when harnessed properly, can provide a wealth of insights that can be used to customize and personalize digital advertising. The two new sources of Big Data are data gathered from mobile phones, tablets, and other wearable devices and data generated from social media. A decade ago, neither of these sources of data existed. What’s unique about this data compared to all the other data that marketers have had for years is that this new data is highly personal ...

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