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 advertising 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 necessary to built brands and can´t  be replaced or generated by algorithms of any kind: creatives and creativity.

It means that 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. ‘Advertising is Dead’ is a claim repeted every year as part of  the perpetual advertising identity crisis. 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 in its roots, the human understanding of life, feelings, emotions and thoughs. Here is where creativity and innovation comes to generate new campaigns mixing those techs with powerful and innovating messages building the future of relevant brands.

In the end, tech is the fishing rod, a powerful brand new one but is the fisherman, with his hard work, creativity, enormous patience and lovely dedication who will make it good.