©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Madison Avenue has harnessed the power of Big Data to pinpoint the precise audiences that marketers want to reach in real time across the Web and multiple devices. In addition to giving rise to programmatic buying, Big Data — the growing ability to collect and analyze massive sets of information — is having a broader impact on society.
A new survey of 1,021 technology experts and stakeholders conducted by the Pew Research Center’s Internet & American Life Project and Elon University’s Imagining and Internet Center shows that most (53%) believe the emergence of Big Data is likely to be a “huge positive for society in nearly all respects” by 2020. But a significant minority (39%) contend it’s likely to be “a big negative.”