The future of advertising — one where terms like “automation” and “big data” are more than jargon sprinkled into PowerPoints — may be in the hands of 20-somethings like Mr. Banilevi. Just 23 years old, the Northwestern economics graduate uses eight software programs to buy millions of digital ads each week, plucking them from a pool of trillions without ever speaking to an actual person. If harnessed effectively, that kind of power can deliver smarter, more efficient media buys. If not, it can lead to million-dollar screwups.
Imagine the efficiencies to be gained if the ‘targets’ of those ads (individuals) were active participants in this marketplace.
H/T: Found in my tweet stream, but I can’t remember who tweeted it.