The Drum Awards for Marketing - Extended Deadline

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By Stephen Lepitak, -

September 21, 2014 | 2 min read

AOL’s digital prophet, David Shing, has said that he believes programmatic will aid creative engagement and allow creatives to focus on other methods of connecting with consumers, while also highlighting the potential dangers of marketers using artificial intelligence within their strategies.

Speaking to The Drum, Shing said that he was impressed by the ability offered to creatives to now alter their work in real-time if they see that it isn’t working as planned, but added that knowing campaign activity will reach its direct target will allow them to concentrate on other engagement elements instead.

“The platform for programmatic has to become more creative,” he continued. “It’s not just about efficiency in ad buying, that’s pretty unsexy. But what is really interesting in my mind is wondering what it does for the creative community? What does it do to their thinking? They don’t necessarily have to think about what it means, I can focus on the good stuff that does higher engagements and the element of connecting with people.”

Shing went on to discuss the issues created by The Phantom Web, with artificial intelligence being counted by many platforms who cannot tell them apart from real human interaction, ultimately skewing the audience figures as a result.

“What we need to do is, if we’ve got these great intelligent creative systems connecting with real humans at the end of it then that’s awesome. But if it’s a problem then we need to fix it and there will be push back in the industry,” he stated.

Shings views echoed those of his colleague, Allie Kline, chief marketing officer for AOL Platforms, who told The Drum that she believed consolidation within the programmatic advertising sector would ultimately aid creativity once settled.

Artificial Intelligence Aol David Shing

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