Creative & media · 5 min read
Automation needs a human job description
Advertising platforms can optimise rapidly inside the boundaries they are given. The strategic work is deciding whether those boundaries reflect the business you are trying to build.
Give the system a useful target
Algorithms faithfully pursue the signals available to them. Weak conversion definitions and short feedback windows create efficient-looking campaigns that may not create valuable customers.
Keep judgement upstream
People should own market choice, economics, creative direction, measurement design, and risk. Automation should take on the repeated decisions where speed and pattern recognition matter most.
Review the exceptions
The best operating rhythm looks beyond averages. New segments, creative fatigue, stock constraints, and market changes can all require a deliberate override.