The key to evolving the man-machine partnership

There’s a lot of talk about “Man vs. the Machine” now that automation plays a greater part in our industry’s work. In this era, there can be no debate: Programmatic has changed creative thinking, as well as the creative process. With the rise of Big Data, machine learning, and predictive modeling, one might assume that the human touch is no longer necessary. This is not true — far from it. The challenge and opportunity of human strategy and creative in a programmatic environment will and should evolve. The best axiom for successful automated digital advertising should be Man and the Machine. These forces are not in opposition; rather their full power is harnessed when they work in harmony. Consider the stock market. Without the knowledge of the traders on the…

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