Data-driven advertising: Automation or emotion?

Abstract

As data become an essential part of making marketing smarter, more efficient and more one-to-one, will data-driven creative follow suit? What will data-driven creative at scale look like? Are we so seduced by the notion of addressable messaging at scale that we are putting the plumbing of automated advertising before the poetry of ideas? This comment highlights the risks of relying too heavily on the science of marketing, reminding us that we are in the business of ideas, not automation.