Humans are the differentiator in digital media

Did you miss a MetaBeat 2022 session? Head over to the on-demand library for all of our featured sessions here.

Big changes are looming in the world of digital media. Third-party cookies are collapsing. The fear and uncertainty of this seismic shift can leave today's marketers and publishers wondering where the technology will pivot next. Or, should preparing for the future of digital media be less entirely dependent on the technological element?

The way to make a difference today is not in a script or code. Each organization has the same equipment. The main differentiators in this new phase of digital marketing will be humans.

People-centric solutions to prepare for the future will be the key to success. Specifically, how humans will use available technology to develop new solutions. Above all, they are the people who will help your business stand out in an increasingly competitive market.

More technology requires more humans

The fear that rapidly changing technology is making an increasing number of human-led jobs obsolete is overblown. The technology works best when paired with human oversight. Just as dishwashers require humans to load and run a cycle, new technologies will need human operators.

Event

Low-Code/No-Code vertex

Join today's top leaders at the Low-Code/No-Code Summit virtually on November 9. Sign up for your free pass today.

register here

A publisher's toolset requires input from different specialisms, such as audience development, reporting, analytics, data, research, privacy, and social media. These particular skills required for success are broad and complex. There is no technology in the world capable of accounting for all this.

Even the best AI systems in the world still need humans to contextualize their data, so human input must complement technological advances. With that in mind, here are some questions you might ask yourself when evaluating your workforce for this differentiator:

Who communicates the value of your business exceptionally well? How are your employees preparing the organization for the future? How are your employees using technology creatively? Build a learning and teaching system

New technologies will emerge. With them, humans will adapt and develop new skills. But in general, we are not good at continuing to train ourselves beyond the basics of our professions. Preparing for change gives your team the opportunity to develop their skills. Consider implementing new software or training protocols to train your team to a high level on the skills that bring the greatest value to your business.

While killing the third-party cookie (let's call it signal obsolescence) is a priority, it's far from the only thing the industry can throw at us. Investing in the right training now can save everyone headaches later.

Insource strong partners

The best already know this: if you can't specialize, seek it out. There is a real talent shortage in ad tech, with hundreds of jobs going unfilled at companies of all sizes. In the wake of the Great Resignation, building a highly skilled workforce is more challenging than ever.

If you can't hire a healthy mix of strategists and tacticians for your team, bring them in-house. Insourcing is new territory for publishers, but ad agencies have often outsourced to their best brand clients.

Having in-house specializations, even through partners, is an extremely valuable way to diversify your revenue streams and even reduce your long-term expenses. As internalization grows, I...