Increasing importance of Data Scientists in Online Advertising
Few years back no one has realised the importance of usage of data or data scientists in
online advertising. Online Advertising was all about using glamorous celebrities, colourful
pictures, their style & putting them randomly on various pages or search engines wherever
they will find the space and it was nothing beyond that. No one used to think that what
should be the perfect position for advertisements, what pages should be targeted, what kind
of users are visiting those pages & what is their profile & in absence of all these things,
there was no place for Data scientists in online advertising & advertising companies never
used to hire them.
Now a days Data has completely changed the way online advertising industry works.
Advertising companies have started making lot of sense out of the data with the help of
Data scientists. In today’s digital environment, Data is used to measure things like clicks &
conversion rate, it is also used to deliver more relevant advertisements to the user as per
their search profile or click pattern. Also it helps in deciding the position of advertisements
on the web pages. As per the study carried out by me for my Marketing analytics project, I
have created web page having various advertisements on it, placed at different positions
with different sizes & some were having animation effect & some were not. I have
circulated that web page to almost 100 students of IIM Ranchi & asked them to go through
