Impact of Big Data in Online Advertising

By Sunil Sonkar
2 Min Read
Impact of Big Data in Online Advertising

In 1993, internet advertising took its first steps and grew with technology’s evolution. A game-changer arrived with programmatic buying, a method using algorithms and data to acquire ad space without human involvement.


Why does this matter? Imagine having a special map that knows exactly what people like. With this map, advertisers can show ads to the right people, making sure more folks see what they are offering.

Now, here is the fun part. When you see ads on the internet, they make something called a cookie. This cookie keeps track of how you act online like the pages you visit and how much time you spend there. Because of this information, advertisers can show you ads for things you like, making it more likely for you to buy something. And guess what? This clever way of doing things would not happen without Big Data!

Now, think of it like partridge hunting. You need a good plan (marketing strategy), the right tools (Big Data) and skilled hunters (Real Time Bidding – RTB) to make it a successful day.

What’s RTB? It is like a lightning-fast auction where advertisers bid in real-time to win ad space. There are four key players. These are ad exchanges, data providers (Big Data), Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs).

Ad exchanges are like a marketplace where advertisers can buy unsold ad spaces at a lower cost. Imagine data providers as helpers who find the right people for ads. DSPs are like friends helping advertisers buy spaces for their ads, and SSPs are the ones helping websites decide the best price for showing those ads.

Here is the deal. When RTB and Big Data team up, it is like a super tool for advertisers. They can buy ad space when more people are likely to buy stuff. It is like getting the most value for their money and it also makes everything clear.

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