It's Time to Balance the Tech-Human Element in Marketing
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Advertiser patience is wearing thin trying to figure out if those billions of digital impressions are all that valuable.
Today, digital marketing is dominated by conversations around “scale,” giving one the sense of falling into a wonderland of ad networks, exchanges, trading desks, mobile and video platforms, all swirling in a cloud of big data. From afar things look normal, but on closer examination, everything is askew.
Impressions are arbitraged in a tangle of tech platforms and middlemen that defies attribution. We chase technical metrics instead of human ones. We talk about “brand-safe” ad placements instead of “brand-relevant” ads. And we play whack-a-mole with fraud, worrying about bots instead of aiming for real engagement with real audiences.
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