Concept of big data and its use and effects of the advertising industry in Turkey

The situation of the big big data system, which has an important place in the advertising sector in recent years and provides a great advantage to companies in terms of revealing their marketing strategies, has been examined. The opinions of n = 9 experts working in different companies were included in this qualitative research, which was conducted with the aim of determining big data applications and the opinions of experts about big data. Content analysis and evaluations of the opinions obtained in the interviews were carried out. In the study, the differences between the awareness of the big data system, its usage times and its applications in our country and the applications in the world are examined. In summary, it has been tried to determine the general situation of big data in the sector. According to the results obtained, it has been determined that the big data system is known as a system used in the sector and known about it, but the concept of big data is very new and the experience of the companies is limited. It has been determined that the concept of big data, which has different applications for the advertising sector, is very limited in other sectors. The most important benefit of big data to the sector was stated as the collection of required data in bulk, fast analysis and reaching the target audience with the least cost in the shortest time. In addition, it has been stated that there are some gaps in the ethical aspect of big data and some mistakes made in the application reduce the success in the whole process. According to these results, suggestions were made regarding big data applications and infrastructures, especially in our country. Keywords: Advertising, Data, Sector.