As automation takes on more of the ad-buying process, the gap between the original audience brief and the final impression is becoming harder to ignore.
With algorithms set to handle a growing share of ad spend, campaigns are increasingly optimised toward whatever audience definition they are given, even when that definition has drifted. In MartechVibe, PrimeAudience VP of Product Mateusz Rumiński explains how audience data loses accuracy between brief and impression, and why combining historical profiles with intent and contextual signals keeps campaigns on course.
AI can interpret that intent – but it can’t create one that wasn’t there in the first place.
Mateusz highlights why marketers need to stay firm on their intent as AI takes on more of the execution.
Read the full article on MartechVibe.
