Opportunities for and Pitfalls of Using Big Data in Advertising Research

Edward C. Malthouse*, Hairong Li

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

56 Scopus citations


This editorial introduces the special section on big data. We define big data by examining how it is, or will be, created in advertising environments. We propose a conceptual framework for understanding the different types of digital advertising touch points that create big data, and use the framework for identifying research opportunities. We discuss the types of research questions that big data can inform, including developing and testing theories, identifying insights, and optimizing the delivery of messages. New methods that advertisers will need to use big data are identified. Recommendations are provided for how to think about and approach big data. Using the framework, we identify specific opportunities for advertising researchers to use big data. We also discuss pitfalls in using big data.

Original languageEnglish (US)
Pages (from-to)227-235
Number of pages9
JournalJournal of Advertising
Issue number2
StatePublished - Apr 3 2017

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing


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