The Geeks Shall Inherit the Earth

They love computing and creativity. And now the quants may be poised to take over the ad business

A math major with a specialty in abstract mathematical concepts like combinatorics, Ben Liang envisioned a future as a financial analyst—outside of academia, a natural career path for number crunchers and the same route his dad had taken. So after college, the 26-year-old Connecticut native entered Bank of America’s two-year training program, with the aim of going to work in the global capital markets and investment banking division.