The Invisible Brand by William Ammerman

Author:William Ammerman
Language: eng
Format: epub
Publisher: McGraw-Hill Education
Published: 2019-03-04T16:00:00+00:00

The Invisible Brand deploys experiments, learns what works, and develops an approach that is different for individual consumers.

The role of media planners and buyers like Jess has changed completely because negotiating where the ad goes is now the job of the algorithm, not a human. The media planners and buyers tell the AI machine what the target is, then supply the cloud of creative ideas. They monitor the results and observe what the algorithm has learned. They tweak or approve the tweaks that the machine suggests.

The result is not so much a campaign in the sense of advertising, but a campaign in the sense of a war, made up of thousands of individual actions. This multiplicity of real-time decisions combines to create a successful effort to move people down the marketing funnel. And the adjustments, which happen in real time, are in the hands of the Invisible Brand. Money goes in one end, and results come out the other. What happens in the middle may now be hard for any human to truly understand. This is the marketing world of the Invisible Brand. And it has transformed not just advertising but the media that depend on it for revenue.

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