Opinion: Big Data "democratizes" online advertising

11/11/2013 | Guardian (London), The

The importance of ad exchanges and data mining to online advertising is drawing scientists to the industry who are far from the martini-wielding Madison Avenue stereotype of "Mad Men," writes Tony Evans. He embraces the transformation, noting, "The most significant change is that it has democratised online advertising; businesses of all sizes can use new technology and get hold of valuable campaign data."

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Guardian (London), The

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