As technology and data recording improve, more and more information can be extracted about a growing number of internet users and connected devices. This information gives an even deeper insight into the minds of consumers and trends that emerge. Rob Livingstone asserts that advertising is going through a revolution due to big data. It will allow for unprecedented understanding of what people want before they want it. Analysing and comprehending these trends is growingly essential as not doing so will mean getting left behind by the competition.
Oded Napchi points out big data’s shortfalls in managing to provide accurate info. He argues that big data has yet to capture the uniqueness of the individuals that provide the information. Advertising software still fails to understand the people that it is targeting and often shows them products of little interest to them. Sharing a computer with your kids is still enough for it to aim ads for children at you. Such broad information is still too expensive to make it widely successful. The massive hype around big data isn't justified.