In order to hone the manner in which things, media and big data are interconnected, it is first necessary to provide some context into the mechanism used for media process. It has been suggested by Nick Couldry and Joseph Turow that practitioners in media approach big data as many actionable points of information about millions of individuals. The industry appears to be moving away from the traditional approach of using specific media environments such as newspapers, magazines, or television shows and instead tap into consumers with technologies that reach targeted people at optimal times in optimal locations. The ultimate aim is of course to serve, or convey, a message or content that is (statistically speaking) in line with the consumer’s mindset. For example, publishing environments are increasingly tailoring the messages (articles) to appeal to consumers that have been exclusively gleaned through various data-mining activities.
The media industries process big data in a dual, interconnected manner:
Targeting of consumers (for advertising by marketers)
Thus, the Internet of things creates an opportunity to measure, collect and analyse an ever-increasing variety of behavioural statistics. Cross-correlation of this data could revolutionise the targeted marketing of products and services. For example, as noted by Danny Meadows-Klue, the combination of analytics for conversion tracking with behavioural targeting has unlocked a new level of precision that enables display advertising to be focused on the devices of people with relevant interests. Big data and the IoT work in conjunction. From a media perspective, data is the key derivative of device interconnectivity, whilst being pivotal in allowing clearer accuracy in targeting. The Internet of things therefore transforms the media industry, companies and even governments, opening up a new era of economic growth and competitiveness. The wealth of data generated by this industry will allow practitioners in advertising and media to gain an elaborate layer on the present targeting mechanisms used by the industry.