Publications
Publications
- Journal of Advertising Research
Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies
By: John A. Deighton
Abstract
The article discusses the notion of advertising as a profession in relation to the impact of digital analytics and data-driven marketing. Topics include the history of internet marketing, the investments of the content-driven internet firms Facebook Inc. and Google Inc. in data transmission, and the role of telecommunications firms in providing content.
Keywords
Data Science; Digital Marketing; Marketing; Internet and the Web; Analytics and Data Science; Disruption
Citation
Deighton, John A. "Rethinking the Profession Formerly Known as Advertising: How Data Science Is Disrupting the Work of Agencies." Journal of Advertising Research 57, no. 4 (December 2017): 357–361.