Data-driven digital marketing is big business. According to eMarketer some 55% of all digital advertising dollars will be driven by programmatic initiatives in 2015 where computer speed and machine learning take precedence over human guess work. By 2016 that number is expected to rise to 63% representing over $20 billion in programmatic ad buys.
Legions of data scientists and math Ph.Ds have taken over the digital advertising business. And with good reason. They are serving to enhance efficiency for the notoriously inefficient business of marketing.