Ad Management: Do Humans Matter? – SES San Jose 2005

Cue soundtrack from The Terminator. Cue voice over:

With search marketers handling hundreds or thousands of terms, it was only a matter of time until the machines took over. In 2006, following the launch of MSN’s new
multifaceted search ads system, they made their move. Calculating ROI through ruthless closed loop systems, they eliminated bid gaps, inefficiencies and eventually the search
marketers themselves.

The coming reality? I don’t think anyone believes we’re looking at an entirely machine-run future for search ads, but just how much of a role will humans continue to play?

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