The way some tell it, performance marketing is well on its way to a completely automated and algorithm driven state, with no room (or necessity) for humans at all. This doomsayer approach to the advertising professional’s role in the future may be a contributing factor in the slow growth of programmatic. After all, who wants to support the technology that may eventually put them out of a job?
Kanika Upadhyay, Head of Ad Quality at AppLift, shares with us her wise words and lessons learned from over 6 years of experience in adtech:
From being an Ad Operations executive half a decade ago, back to leading a team of ad quality professionals, I have gathered many experiences both good and bad. Each one has been a learning which I shall never trade for anything else.
I have come across various functions and operations which always bask in the glory of how their product and engineering life cycles have evolved. I have met various vendors, all of them promising me best tools, proxy services and crowdsourcing. Their confident sales people have intimidated me with their terminologies, impressed me with techniques and, at times, surprised me with their pricing…
Beyond business and pleasure, dmexco was the occasion to take up a serious topic within the mobile advertising industry: fraud. We took the opportunity to host a Work Lab together with mobile publisher platform Smaato. Our CEO Tim Koschella took the stage together with Smaato’s CEO Ragnar Kruse to offer their views and solutions on an issue plaguing the whole ecosystem.
At AppLift Marketing, from time to time, we like to pass on the mic over to other employees in the company so they can provide insights about their specific fields of expertise. A few months ago, AppLift acquired mobile DSP Bidstalk and we fully integrated their team based in Singapore and India. Today, we turn to Kanika Upadhay, Head of Ad Quality, who gives her view on why robots will never completely replace humans for ad operations in general, and ad quality control in particular.