Now Playing: 7/29/13 Marketplace - Mad men to math men

Big Data has changed advertising, which led to the big merger in the ad business over the weekend. Advertising is all about reaching consumers with hyper-targeted ads; it's less about "connecting" with them using sentiment and emotional messaging. The guys with the numbers win, and everybody from Google to Coca-Cola has their own numbers now. Also, Amazon says it is hiring 5,000 new full-time workers for its fulfillment centers. The jobs pay 30 percent above average retail wages. So then, the question is: Is working at a fulfillment center a "good" job?