By Marty Swant

Major ad platforms are increasingly pitching the promises of AI-driven advertising, but some industry experts say there’s a risk of over-relying on automated ad-creation and media buying.

It’s no surprise that the black-box nature of automated platforms like Google’s Performance Max and Meta Advantage Plus has advertisers wanting more transparency and control over their budgets. However, on day two of Digiday’s Media Buying Summit in Palm Springs, agency execs explained that focusing too much on performance-driven tools often comes at the expense of long-term brand-building.

All the industry changes might give new relevance to old fashioned media buying, noted Jeff Ratner, president of media, analytics, and data at the agency Quigley-Simpson. Ratner said performance-driven advertising often focuses on metrics like return on ad spend and traffic acquisition costs, while traditional planning takes an inverse approach by considering a consumer’s interests and media consumption. That also requires using more traditional data sets like MRI data and considering reach and frequency to understand what an advertiser can afford.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

…read more

Source:: Digiday

Author: Aaron