Yes, Joe Licari, Director of the Advanced Creative Solutions Team at Yahoo, thinks the industry should rid itself of the measurement model... or at least the term "impression." Rather, "It's about
conversations," and that's the way agencies need to view all digital consumer contact, Licari told attendees of Media's Video Insider Summit on Friday morning.
On a panel debating the merits of ad automation vs. customization, Licari put his money on the former. “Automation puts accountability on the creative,” he said.
Better yet, automation technology lets the humans involved focus all their energy on the “human component” of ad creative. Making an even bolder statement, Licari added that automation, “lets us do what humans should do, which is continue to evolve.”