Pretty much most things generate data these days. You get up in the morning and your Fitbit records your first step. You walk down the road and your footfall is measured in at least two ways (most likely by CCTV if you live in the UK, and by your mobile). Even when you go to the toilet (sorry) – the water consumption of the flush is recorded somewhere (I don’t want to know where). Great. Loads of data. As a market researcher I should love it.
When it comes to digital advertising....