The Execution Trap: Ad Tech vs human intervention

We’ve a client who values a certain kind of daily actions on their advertising.  Fair enough. 

Essentially, this client wants a series of ROAS-optimizing tasks performed everyday, seven days a week. If a certain campaign is doing X, perform action 1.  If a certain campaign is doing Y, perform action 2.  Etc…

If we ask our reps at Meta and Google, they’ll reply with some variation of “there are automated rules you can set to take care of this!” But there are not. These rules fail.

Eventually though, these rules will not fail. Eventually, the AI will become strong enough to pull these levers. And I for one, welcome it.

The more time we can spend being creative, ideating on new ideas, and the less time on Execution, the better.