‘Waste in the system’: Why Georgia-Pacific is holding out on buying agents
According to its senior director of digital media Paras Shah it’s less that the tech isn’t ready and more that online advertising isn’t.
Georgia-Pacific, a major player in the paper packaging industry, remains hesitant to adopt buying agents for their online advertising campaigns. The company's senior director of digital media, Paras Shah, explains that while the concept of agent buying sounds appealing, there are significant issues that must be addressed first.
Shah emphasizes that the problem lies not with the technology itself, but rather with the current state of online advertising. He believes that the system is riddled with waste, and implementing an agent would only exacerbate the issue rather than solve it. "An agent will only automate a repetitive task," Shah states. "And if you have waste in the system, you're automating a repetitive task where waste continues to exist.
So before we even go to a buying agent we have to clean it up or else the buying agent is going to essentially deliver subpar results."
The article, published on digiday.com, highlights the challenges that Georgia-Pacific faces in the transition to automated advertising. It underscores the importance of addressing the underlying issues within the system before introducing new technologies like buying agents. The piece concludes by encouraging readers to sign up for Digiday newsletters to stay informed on the latest developments in media, marketing, and the future of television.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
