Automation plays an important role in effective marketing, but finding the right balance between technology and a human touch is both possible and integral for highly effective campaigns. 

Discussions around data privacy are impacting the ways in which brands and marketers are balancing the use of automation more generally, according to Amina Begum, director of strategic projects and products at adtech company Xandr.

Why it matters

The issue is how automated technology affects the end-user, and with tech companies heavily scrutinised for their data practices, marketing strategies going forward will also need human input to ensure concerns are accounted for....