South Africa, Oct. 30 -- Now, with the growing maturity of artificial intelligence (AI) and machine learning, we are seeing the major paid media platforms advocate ever more sophisticated forms of automation that minimise manual input and rely on algorithms.

Just a few examples of this include:

These automations are incredibly powerful and can save time and drive great results for advertisers when they are used wisely.

However, brands should not think of these automations as set-and-forget solutions. Unattended, these automated features may deliver a lot of cheap clicks.

But you will also want to ensure that they are generating high-quality traffic that justifies your ad spending.

Volume versus value

One of the factors marketers sho...