A recent study from one of the world’s biggest ad firms suggests that automated ad technology (or programmatic advertising) leads to better performance when it comes to managing ad campaigns, compared their human counterparts. Programmatic advertising led to better results in areas such as familiarity, interest, purchase consideration and purchase intent for companies.
These findings do not bode well for marketers and advertisers who perform easily automated tasks. However, implementing the machine learning will open up jobs for different skill sets.
As advertising and marketing jobs are increasingly becoming more easily automated, it will take time and experimentation to best understand what the balance should be between automation and human engagement with ad campaigns. (Axios, 9.20.18)