All the hype in technology these days is around ML, AI/deep learning, self-driving cars, blockchain, AR/VR and other shiny new things. Advertisers are planning to increase the average number of integrated data sources to gain greater effectiveness insights. So, the rise of programmatic advertising has provided unparalleled opportunities for advertisers to target ads to specific users and improve performance. With programmatic campaigns, platforms and algorithms can manage ad placements across thousands of sites to target the right user, at the right time, in the right place across the web and in mobile apps.

However, there is an area out of technology that will be always need to built brands and can´t  be replaced or generated by algorithms of any kind: creatives and creativity.

Behind the big data to find new insighs, the programmatic advertising to performance your media there´ll be always a value based in non technologic process but human process based on innovation as ultimate goal. Maybe print is not consider interesting any more as media because technology is changing the human habits so quickly but the future of advertising is still in its roots, the deep human understanding of life, their feelings, emotions and thoughts. This is something common and inherent to all human beings regardless of their nationality, country, ethnicity, color, gender or ideology.

Here is where creativity and innovation comes to find those common spaces to generate new ideas through campaigns ables to mixing those techs with powerful and innovating messages building the future of relevant brands.

Maybe one day a AI will replace all of us but at least for the moment we still need humans to give sense the work done for humans. In the end, tech is just a tool, a powerful one but they key are still the humans with his hard work, dedication, creativity, an enormous patience  with tons of courage.