South Africa, Feb. 23 -- And now AI is coming - promising the hope that every single piece of media and marketing collateral can be measured, with its impact assessed down to the finest detail.

Crazy.

Most businesses today can, with a high degree of certainty, tell you their CPV, CPA, CTR, CPE - and whatever other three-letter acronym you feel like throwing into the mix. And with that comes planning.

What will our CPV, CPA, CTR or CPE be for our next campaign?

And how do we improve it?

A media maths nerd's wildest dream come true.

But have we gone a little too far? How has all this data impacted our decision-making as advertising professionals?

Thirty-five years ago, Mercedes-Benz flighted their famous Christopher White ad - a true...