{"id":113375,"date":"2015-03-20T14:41:00","date_gmt":"2015-03-20T19:41:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/digital-media-and-the-journey-of-insidious-intent\/"},"modified":"2024-12-21T05:55:04","modified_gmt":"2024-12-21T10:55:04","slug":"digital-media-and-the-journey-of-insidious-intent","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/digital-media-and-the-journey-of-insidious-intent\/","title":{"rendered":"Digital Media and the Journey of Insidious Intent"},"content":{"rendered":"

In honour of World Poetry Day<\/a>, March 21 2015…<\/p>\n

There are times I more acutely see the generation gap wrenching open before me like a canyon on the landscape of digital marketing.<\/p>\n

I\u2019m on one side yelling across the chasm to my talented colleagues in the paid media department, asking such questions as how does programmatic buying work<\/a>, and why, if real time bidding (RTB) is occurring as we speak, does our office not look and feel like a mad auction house of buying and selling?<\/p>\n

Algorithms, they tell me coolly — software and algorithms. Within milliseconds bids are automatically won and lost and ads are placed in front of web-browsing users based on detailed behavioural and demographic profiles.<\/p>\n

Right. So there you have it. The machines are in charge.<\/p>\n

I grow old… I grow old… I shall wear the pant legs of my trousers rolled<\/em>. (“The Love Song of J. Alfred Prufrock<\/strong>”<\/p>\n

No, wait; let\u2019s not yet bow to our computer overlords. We still control the message, yes? We still chart the path of the customer journey.<\/p>\n

Analytics can tell us who and where people are online, but they cannot tell us what to say or how to inspire them. For example, the Netflix Algorithm<\/a> suggests movies I should see based on films I\u2019ve previously watched, but it doesn\u2019t write the screenplays.<\/p>\n

Score a point for human empowerment! And what are we doing with such power to form and distribute messages through deftly paid placements online?<\/p>\n

Apparently some of us are doing this:<\/p>\n

\"yahoo<\/a><\/p>\n

[Caption]: Step 1 \u2013 The Bait<\/p>\n

\"uk<\/a><\/p>\n

[Caption]: Step 2 \u2013 The Club<\/p>\n

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