Huan Chen Co-Authors Article on the Explosion of Big Data in the Advertising Industry
Huan Chen, University of Florida College of Journalism and Communications Advertising associate professor, is the co-author of “Big Data is Not the Answer to Everything: Advertising Practitioners’ Perception of Big Data” published in Advertising & Society Quarterly, Volume 20, Issue 3, 2019.
Chen, and co-author Brittani Sahm, studied the ramifications of the explosion of big data in advertising through interviews with eleven decision makers in the advertising industry who manage big data every day. They discovered four themes: “Great(er) Expectations, Overworked and Insecure, Humans vs. Machines, and What is ‘Big Data’ Anyway? Implications.” Their findings brought a greater understanding of big data’s implications and possible societal and cultural impacts.