Development of automation functions and change in emphasis of advertising operations
Posted: Sat Dec 21, 2024 3:55 am
In today's programmatic advertising, the automation functions built into the platforms themselves continue to expand their scope and improve their precision, delivering astonishing performance.
This time, the theme is "automation of operations."
What operational tasks will the automation function automate?
How well does it actually perform?
The focus of future operations will change with the development of automation functions
I would like to touch on the following.
Design Ability
Creative
Leading Force
Change in operational focus
What operational tasks will be automated?
Before we move on to automation, let’s first discuss how this article defines automation in the context of programmatic advertising.
Defining role (≒value)
Here, we will broadly divide the role of automation into two areas.
Substitute existing work
Perform tasks that require human intelligence
(1) "Replacement of existing work" is, of course, the phone number database australia value of "performing work on behalf of people," but what is meant here is work that can be done manually, but that needs to be completed as hassle-free and reliably as possible. This brings value such as reducing man-hours and improving the reliability of processing . If we compare it to operational work, the following are some examples:
Keywords with a quality score below 3 are suspended
Keywords that do not generate conversions even after delivering more than yen will be stopped.
Make a list of related keywords and create a combination list, etc.
(2) "Tasks that require intelligence" can also be rephrased as "tasks that require thinking, understanding, and judgment." By breaking through the limitations of human work, it brings results that cannot be achieved by humans . Examples of operational tasks include the following:
What keywords should I bid on, what ads should I show, and how much should I bid?
Which audience should you target (age, gender, location, interests, etc.)
What time of day and day of the week should ads be delivered (or should they be more or less intense?)
I will give some specific examples later, but with the recent trend toward automation, I feel that the role of (2) is expanding .
*This does not mean that the platform has "gained intelligence" by understanding the concepts and processes of human thought, but rather that "the automation functions now cover areas of operational work that previously required intelligence."
This time, the theme is "automation of operations."
What operational tasks will the automation function automate?
How well does it actually perform?
The focus of future operations will change with the development of automation functions
I would like to touch on the following.
Design Ability
Creative
Leading Force
Change in operational focus
What operational tasks will be automated?
Before we move on to automation, let’s first discuss how this article defines automation in the context of programmatic advertising.
Defining role (≒value)
Here, we will broadly divide the role of automation into two areas.
Substitute existing work
Perform tasks that require human intelligence
(1) "Replacement of existing work" is, of course, the phone number database australia value of "performing work on behalf of people," but what is meant here is work that can be done manually, but that needs to be completed as hassle-free and reliably as possible. This brings value such as reducing man-hours and improving the reliability of processing . If we compare it to operational work, the following are some examples:
Keywords with a quality score below 3 are suspended
Keywords that do not generate conversions even after delivering more than yen will be stopped.
Make a list of related keywords and create a combination list, etc.
(2) "Tasks that require intelligence" can also be rephrased as "tasks that require thinking, understanding, and judgment." By breaking through the limitations of human work, it brings results that cannot be achieved by humans . Examples of operational tasks include the following:
What keywords should I bid on, what ads should I show, and how much should I bid?
Which audience should you target (age, gender, location, interests, etc.)
What time of day and day of the week should ads be delivered (or should they be more or less intense?)
I will give some specific examples later, but with the recent trend toward automation, I feel that the role of (2) is expanding .
*This does not mean that the platform has "gained intelligence" by understanding the concepts and processes of human thought, but rather that "the automation functions now cover areas of operational work that previously required intelligence."