When AI Fails Advertisers: Whitelisting & Programmatic Advertising
In addition to the impact these sites can have on advertisers, one of the biggest takeaways from these controversies is that artificial intelligence can often only go so far in online advertising and digital marketing. As advanced as automation may be in modern media buying, some of advertising’s biggest challenges still need to be solved with some good old fashioned human intervention. Whitelisting exemplifies this type of human intervention, and considering Chase’s success, many advertisers should consider it as a tactic going forward. In a time when computers are beating grandmasters at chess and returning higher stock returns than fund managers, there’s still some things that are obvious to a human but remain beyond a computer’s ability to recognize.