Ad Direct Placement (Humans) Vs. RTB (Machines), Who’s Winning?
“Let the automation do what it does best,” Andrew Casale, vice president of strategy at Casale Media, says, which is analyzing data. However, the automation can’t measure and analyze everything. Casale says, “[Buyers will say], ‘We still want to speak to you. Tell us about yourself. Tell us why you belong in the mix.’ And then we can alter what the machine might do.”
When it come to real brand value and getting to that moment where ads really hit the spot for users, the battle between machines and humans continues. We think for ads to be very “brand responsive” with the right real-time human touch, direct placement might still be the better approach.
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