The power of big data and algorithms for advertising and customer communication

Leveraging customer data in scale and often in real time has led to a new field called programmatic commerce — the use of data, automation and analytics to improve customer experiences and company performances. In particular in advertising and marketing, programmatic applications have become very popular because they allow personalization/ micro-targeting as well as easier media planning due to the rise of automated buying processes. In this review study, we will discuss the development of the new field around advertising and marketing technology and summarize present research efforts. In addition, some industry case studies will be shared to illustrate the power of the latest big-data and machine-learning applications for driving business outcomes.