End-To-When?
Fully automated AI-powered ad buying is real – so long as your ambitions are small.
Somewhere between 80% and 90% of campaigns are just too complex for AI to handle on its own, Emily Lai, WPP Media’s group director of media optimization, told the crowd at AdExchanger’s Programmatic AI event in Las Vegas this week.
Simple programmatic guaranteed or deal-based buys with minimal targeting in the DSP? Sure, maybe, said Lai. But expecting an agent to handle today’s average media plan solo is unrealistic.
And that’s before even considering highly regulated categories like healthcare.
