Digital advertising is being ‘bouyed’ by smartphones, social networks and programmatic buying says Economist media editor

“It’s understandable that people are wary of sharing their personal data with third party companies, but in the case of advertising the majority of data that is used is non-personally identifiable information. The use of data serves a purpose to ensure that users are suggested products that are more relevant to them, and so that media companies understand how to market to the correct audience.