Are Ad Sales People Obsolete? No!

Got this question from Adotas, and answered it along with a few other folks. Here’s my answer:

“Ad sales people bring unique value from premium publishers to smart marketers that an algorithm cannot duplicate. The ad sales people know their audiences best, and can craft packages and placements that are more valuable to the marketer than a few cherry-picked impressions. Better yet, marketers can work with sales to take advantage of first party data, both implicit and explicit, that would never be available on an exchange. Algorithms are great for bottom-funnel direct response outcomes, but as long as ads are designed to affect human emotions, we’ll need humans at both publishers and agencies to craft and place them for maximum effect.”

What do you think?

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