Saturday, January 21, 2012

Algorithms Now Drive Advertising

Measured by dollars or by impressions, greater than 50 percent of online advertising is bought using "algorithms" that purport to demonstrate return on investment. 

In the future, some believe, 90 percent of all digital ad impressions, and more than 75 percent of digital ad dollars, will be bought and sold using such algorithmic methods. Content still matters, but algorithms drive buys

For better or worse, media and advertising are driven by the numbers. One has to hope that many intangibles can be quantified accurately and with relevance. There is no way to stop the drive for algorithmic buying. Online, print shifts

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