Automation in marketing is nothing new – and neither is the debate about its integration with humans. For many, there has been a fear that an over-reliance on automation will both remove personalisation and increase joblessness for the sake of productivity, but this isn’t the case. Not only does automation play 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.
In fact, this is necessary for programmatic and the use of demand-side platforms (DSPs), where automated trading based on targeting needs still requires...