• by Mark Walsh  @markfwal, May 16, 2012

Ming Wu, VP of trading at Omnicom, makes the point that algorithms alone aren’t enough to do all the work behind real-time bidding. He says the most up-to-date DSP technology isn’t worth much without having an experienced hand analyzing the data and working with the agency to optimize campaigns instead of having to test millions of permutatiosn of ad targeting attributes via machine. “You do need a human behind this to find out what works for the agency,” he said.