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Marketers warned against placing too much trust in algorithms

May 19, 2017

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Kelly Williams, managing director of commercial at ITV, told the Media360 conference in Brighton yesterday that he struggled to understand why marketers would “hand over the welfare of their brand to an algorithm”.

He said: “I see marketing directors cherish these brands and create amazing ads, picking the right creative agency and director to make this ad. But the bit I struggle with is, after they spend millions of pounds on that, is why they hand over the welfare of that brand to an algorithm.

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