COLOGNE — Don’t call it “Rise Of The Machines”, but AOL’s new ad chief reckons real-time ad bidding algorithms will soon do much of the grunt work currently done by Mad Men and women.
In this video interview with Beet.TV at the DMEXCO industry conflab, AOL Networks’ Bob Lord says: “Traders on the floor (of Wall Street) never thought their jobs would go away – but electronic trading came in and eliminated the mundane tasks of their jobs – holding up paddles and bidding.
“If you look at the marketing, landscape we’re sort of at that same point. That’s going to be done through machines, that’s not going to be done by arms and legs anymore.”
Lord joined AOL Networks this summer from being global CEO of Razorfish and CEO of Publicis digital division. He tells Furious Minds CEO Ashley Swartz: “I’ve always known there is a way for technology to help the marketing industry.
“AOL gives me that platform to look at a technology stack in a very different way and bring efficiency to the marketing landscape in a way that I don’t think planners have at this point.”