Moreover, contemporary advertising requires more interaction among peers, advertisers, and potential customers. Customers’ ratings and opinions, as well as influencers’ endorsements, are crucial elements of contemporary advertising. Perhaps most significantly, big data is driving advertisement placements and locations. Indeed, industry experts have theorized that big data is:
the major driver behind the onset of programmatic buying and selling, and it’s removing the need to speculate when making buying and selling decisions.
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As potential media audiences become smaller and more individuated, more localized and unique products could see more gains from advertising than large companies do. Meanwhile, the smaller expense of digital advertising (think Facebook ad versus Superbowl spot) allows for new, disruptive styles of media advertising. Given the radical shifts in how industries make and show advertising to potential clients and current customers, media sales professionals who markedly commit to new approaches will arguably be the more successful than those who don’t.
