Let us talk today about Internet advertising.

Big Data are redefining e-commerce and advertising industry. It is the fastest growing area of sales. Whereas conventional retail trade grows by 1.5% to 2% per annum, online commerce soars on average by 12% p.a. In 2019, online trade accounts for as much as 15% of the entire retail industry.

With the development of the Internet, the advertising landscape has completely changed — advertisers underestimated the online environment 10 years ago. Today, a third of advertising budgets is spent on advertising for smartphones and only 18% on advertising for desktops.

The nature of advertising placement has also changed. Today’s trend is to place ads algorithmically (in other words, it’s about buying impressions or target actions via automatic platforms rather than directly from website owners).

As a result, most of the budgets go to major advertising market players, such as Google, Facebook, Amazon / Twitter / Snap / Pinterest. This change has been brought about by the development of machine learning and related technologies.