Without humans asking the questions, algorithms would stand idly by.
The advertising industry has no shortage of algorithms—they’re running constantly—but without the input of marketers who know the kinds of data they need to drive growth for their businesses, in many cases the algorithms might as well be idle.
Since the advent of digital advertising, machines have been collecting an unfathomable amount of data points about customers and their digital journey.
Unfortunately for advertisers, many of these have become media metrics that are masquerading as media measurements.
as well as other technical metrics have become the de facto supply of inventory for sale.
While these metrics are tempting to track due to their familiarity and availability, they should not be used exclusively as proxies for a customer’s interest or intent.