The past few years have seen rapid innovation within the Ad Technology industry. The one that is having the greatest impact on consumerism is programmatic advertising. You are no longer spammed by irrelevant products! As data collection becomes more sophisticated (Big Data and AI), digital ads are serving your wants and needs before you have had the chance to consider them yourself.
This is because we entered the era of personalization with advanced audience insights, not just time and place, but also likes and dislikes, search, social and purchase history. In other words : « Big Data ». That kind of Big Data we were talking about a few years ago and that can now be analyzed with AI, to further optimize digital ads and to customize every message. As programmatic rolls out across TV and outdoor, this effect will only become stronger over the next few years.