The automation of marketing tasks evokes the idea of the replacement of human marketers by evolved artificial intelligence systems. This is true for many tasks but can make one lose sight of the more comprehensive impact of automation on marketing processes, particularly on the reorganization of marketers’ decision-making tasks, as we will try to highlight through the case of programmatic advertising, one of the most important areas of marketing automation.
Marketing automation and the case of programmatic advertising / GUERCINI S.. - In: MICRO & MACRO MARKETING. - ISSN 1121-4228. - ELETTRONICO. - (2023), pp. 239-247.
Marketing automation and the case of programmatic advertising
GUERCINI S.
2023
Abstract
The automation of marketing tasks evokes the idea of the replacement of human marketers by evolved artificial intelligence systems. This is true for many tasks but can make one lose sight of the more comprehensive impact of automation on marketing processes, particularly on the reorganization of marketers’ decision-making tasks, as we will try to highlight through the case of programmatic advertising, one of the most important areas of marketing automation.File in questo prodotto:
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