Reducing the importance of manual control

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Many contextualists believe that automated tools are far from perfect. They are partly right, such systems have been working for a long time and were initially suitable only for independent advertisers who were able to set up advertising without contacting setup specialists. However, the potential for the development of automated advertising setup systems has great promise. And even now, for example, with the availability of rich statistics, Direct's auto-strategies show good results and are used by quite experienced directologists.



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It won't be long before a machine is much better than a human at bidding and audience selection. Today's evolving predictive analytics technologies will allow users to anticipate purchases even before they enter a search query, relying on an abundance of data and machine learning.

Thus, manual management of contextual advertising has become and will continue to lose its significance. Specialists in contextual settings should be prepared to rethink their key tasks.

The Role of a Contextualist in a World with Advanced Machine Learning
It will soon become unnecessary to set up and debug settings, due to the fact that the machine will learn to do this much more efficiently than a person. However, this does not mean that the profession of a contextual advertising specialist will disappear. The content of responsibilities will change, the emphasis will shift from the technical part to tactical and strategic work with the audience, tools, landing pages, creatives and the implementation of contextual advertising into the overall marketing strategy of the business.

The contextualist will need to be able to analyze the overall strategy and have the skill to perform the following tasks:

formulating a unique selling proposition and other advertising messages to convey them to a potential client;
selection of format and tools for a specific project;
building a sales funnel and a chain of touches to lead the user to the main conversion;
defining new data and the method of transferring it to automatic contextual advertising and analytics systems in order to improve algorithms (for example, offline conversions, call tracking data, data from other systems).
Achieving the above tasks will require developing general marketing competencies and immersion in analytics.