5. From Social Media to Digital Advertising Markets and Exchanges
Key Chapter Points
• As digital advertising shifts from PCs to mobile devices, electronic advertising markets and exchanges are proliferating.
• Real-time bidding (RTB) provides high-frequency online auctions for matching digital ads with targeted viewers.
• Both Facebook and Twitter capitalized on their large pools of user data and plunged into the electronic ad marketplace through strategic purchases.
To appreciate how Big Data is affecting this mobile device marketplace, it’s necessary to appreciate how digital advertising evolved, because it is the application of Big Data principles and tools that allows millions of targeted users and millions of customized ads to be brought ...
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