The problem with advertising data and what to do about it. Plus, the future of big data architecture, and other stories from the Ad Tech trenches

The greatest minds of this generation are wasted on advertisement. Or at least, that’s what someone who has been there and done that thinks. Like most successful aphorisms, this raises eyebrows, drives heated discussions, and strikes a point or two.

Marketing and advertising have enormous influence on society at large — business, technology, media, culture, and data. So, discussing with people working on the intersection of those can offer some insights on the state of the union of Big Data and Ad Tech.

Advertising is a multi-billion dollar business that has been going through the process of digital transformation for a couple of decades already. Some of today’s most advanced, powerful, and influential companies have advertising embedded in their core.

A good part of the innovation that has been driving big data has come about as a response to the needs of advertising at scale before getting a life of its own. MapReduce, for example, the blueprint for Hadoop’s first incarnation, was originally developed and deployed at scale at Google.

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