OPINION

Time to leverage big data for the public good

News, Published on 02/11/2022

» The digital age has taught businesses to see people as individuals rather than just as members of certain demographic cohorts. On social media, we receive personalised ads based on our responses to previous ads, our current location, and our shopping habits. Our massive digital footprint enables companies to know precisely how effective their advertising campaigns are at the individual level and to derive immense value from this knowledge.