Facebook and Google advertising is run by machines and that’s a good thing

venturebeat | September 26, 2019

Google and Facebook’s advertising platforms are rapidly implementing features that allow almost any advertiser to use algorithmic campaign management to optimize their campaigns. If you’ve been buying advertising from Google and Facebook over the last few years and trying to beat their algorithms, you probably knew that already. Both platforms are actively pushing advertisers toward algorithmic campaign management. New, machine learning-driven features have been rolling out every quarter or so for a while. What’s changed is how efficient the algorithms have become at buying media. Just in the last month or so, Google has rolled out Value Bidding, Similar Audiences, Ad Groups, Media Library, and Asset Reporting. Two of those new features (Value Bidding, similar to Facebook’s value bidding, aka “target return on ad spend”) take significant advertising management tasks out of the hands of humans and give them over to the algorithm aka “the machines.”

Spotlight

Whether you run your own business, you are a managing director or you are a senior marketer in a large corporation, planning is a fundamental part of a successful business. Despite being an essential task, finding time to put an annual marketing plan together is not always easy as it’s time-consuming and will take you away from your day to day tasks. The plan will take into consideration a plethora of information which has been gathered throughout the year so for many senior marketers, it means putting aside a block of time in the annual calendar to give the plan full focus. It’s not uncommon for marketers to take themselves off-site in order to complete, what can sometimes be, a complex task.

Spotlight

Whether you run your own business, you are a managing director or you are a senior marketer in a large corporation, planning is a fundamental part of a successful business. Despite being an essential task, finding time to put an annual marketing plan together is not always easy as it’s time-consuming and will take you away from your day to day tasks. The plan will take into consideration a plethora of information which has been gathered throughout the year so for many senior marketers, it means putting aside a block of time in the annual calendar to give the plan full focus. It’s not uncommon for marketers to take themselves off-site in order to complete, what can sometimes be, a complex task.

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