Marketing Trend Capsule

  Running digital advertising can involve a large amount of repetitive work. Bids need to be adjusted, advertising opportunities evaluated, audiences managed, creative assets tested, and campaign results monitored. Today’s advertising platforms can automate much of this execution. Major platforms increasingly use machine learning and AI to manage or optimize bidding, ad delivery, audience expansion, creative combinations, and other campaign decisions. Does that mean advertisers can hand over the entire job? No. Advertising platforms can automate execution toward a defined goal, but they cannot decide what actually matters to your business. For a small business, the more useful question is not simply, “How much can I automate?” It is “What should the platform optimize, and what does my business still need to define? ” Advertising Automation Is Not One Thing It is easy to think of advertising automation as one AI system running a campaign. In practice, several different types of auto...