News & Press

How Agencies Should Leverage Digital Media Buying

06/30/2020 - Sierra Ducey

“Setting it and forgetting it is a recipe for poor outcomes. Algorithms are only as good as the person who sets up the campaign, decides on what data is going to be used to feed the algorithm. You really do still need the human touch…to continually make optimizations. In addition, you need human intelligence to look at real-time data and make adjustments.”

– Raquel Rosenthal, Digilant, CEO

Today, digital advertisers are overrun with technologies that are intended to make digital marketing more efficient. The reality is that technology and the algorithms that drive it don’t always work the way you hope. And this is where the human element comes in. The value of programmatic or algorithm-driven digital advertising can be maximized when you leverage human input from experts who are equipped to determine what data should be fed into an algorithm and can quickly distill insights from advertising performance.

Raquel Rosenthal, CEO at Digilant shares more on the topic of the human touch in digital advertising in her podcast interview with The Innovative Agency. In this podcast episode, Raquel also dives into how advertisers can build trust with media partners and the future of digital media buying as we approach the second half of the year.

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