As someone who has just left the advertising industry, and was doing data stuff, the real issue is that a lot of companies have a lot of data but almost none of it has any actual useful information content in it. It’s a bit of a hard concept to explain to explain to people because they go “but there’s a hundred something columns, and hundreds of millions of rows!”, you can have all the data you want, but if it’s all non-indicative trash you’re not going to be able to usefully predict anything, but hey, you’ve hired a data scientist now and added the cost of a big spark cluster to your AWS bill now, so you may as well continue telling the market you’ve got some real hot stuff.