"The spoils will go to he or she who accumulates the most data from their users and whose mathematicians can devise the most subtle and cunning algorithms for recommendation. It's a battle about maths. And as more marketing and services become about the management and analysis of masses of consumer and media data we're only going to see more of these kinds of contests. It's always seemed inevitable to me that media planning and buying will one day go this way. How long can it be before huge planning and buying departments are replaced by a little PC in the corner, tended by a couple of statisticians, grinding through algorithms?"