Human error is the hidden ghost in the programmatic machine
Bench’s Gil Snir argues that when it comes to programmatic buying, agency transparency and ad fraud are not the real issue: the human factor is.
In the world of automated media buying, the performance of an adtech stack is closely scrutinised by both marketers and their agency media buyers. There’s a good reason for this – every kink in the chain wastes valuable ad dollars.
Yet there’s one part of the programmatic supply chain that receives little attention compared to the tech. This crucial part of the media buying process is known as an FHB, otherwise known as the fallible human being.
It’s no secret that every FHB comes pre-programmed with a healthy dose of bias that affects every decision taken. Even with something as automated as programmatic advertising, human bias finds its way into everything – from software algorithm code to strategic channel decisions and individual creative choices.
