‘In The Marketing Industry’s Machine Age, Who Do You Trust?’ – ‘Marketing Land’ Article
Kendall Allen says, “Despite our fascination with it, many of us are suspicious of what I once liked to call the Math State — the ascendance of mathematics and algorithms that has occurred in the advertising industry as real-time bidding (RTB), pioneered by search marketing and now rising in programmatic display, has taken hold.
We wondered what this development would do to strategic collaboration between brand, agency and publisher. We worried that it would bridle our creativity. We worried that it would dumb down our talent, as we all relied — one way or another — on the algorithm behind the scenes, meaning we focused on running the dashboard rather than understanding and managing everything that was going on. We were concerned that somehow the “who” in what we all do was going away. But, happily, industry evolution proved none of this to be the case”.
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