 To understand how the media utilizes big data, it is first necessary to provide some context into the mechanism used for media process.It has been suggested by Nick Couldry and Joseph Turow that practitioners in Media and Advertising approach big data as many actionable points of information about millions of individuals.The industry appears to be moving away from the traditional approach of using specific media environments such as newspapers, magazines, or television shows and instead taps into consumers with technologies that reach targeted people at optimal times in optimal locations.