Robots are now ready to take media buying in-house - Independent.ie

On paper, it seems a good idea. Blackwood charges the company a fee to use the platform and doesn't get involved in taking commissions or dabbling in the often opaque black art of media rebates and trading arrangements. Blackwood's platform uses a wide range of data sources to inform its algorithm, including anything from the weather and previous sales figures right through to research sources such as Nielsen. All of this data allows ad campaigns to be optimised in real time while it also predicts a forecast of the expected business results of a media plan. Basically, the more data you feed it, the smarter it becomes, and clients can expect to see a 25pc-50pc improvement on their campaign's effectiveness, according to Blackwood.