Advertising Technology Advertising Technology | January 12, 2017

John Danby speaks to PerformanceIn about the role of Man vs Machine in performance advertising

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John Danby, Director of International Sales at Media iQ speaks to PerformanceIN about the role of Man vs Machine in performance advertising. 

John Danby
John Danby, Director of International Sales at MEDIA iQ

Artificial intelligence (AI) is one of the most hyped topics in advertising right now. Even Apple’s chief executive, Tim Cook, has cited that AI is on the cusp of world domination. It has the power to detect where an ad is being served, from digital screens to a full-page. Moreover, by deploying AI technology, marketers will be able to identify the best ad to use, how it should be displayed, and when.

However, time and time again, we are faced with the age-old argument of whether humans will always be more creative than machines. In today’s hyper-digitalised world, brands need to find ways of marrying data with creativity to produce engaging and targeted messages to consumers. So, what role can AI play within creative optimisation?

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