Reconfiguring human-machine relations in the automation age: An actor-network analysis on automation’s takeover of the advertising media planning industry

Abstract

In this age of “big data”, automated technologies have entered into the advertising media planning industry to significantly alter the client servicing process. This process involves the planning and buying of media spaces to target consumers with relevant advertisements. This study examines how the roles of human advertising media planning professionals are transforming vis-à-vis the machines by using actor-network theory and in-depth interviews with senior professionals in the field. Findings reveal how these actors conceive of automation, and map out important changes to human–machine relations through the advertising media planning process, from the conception of the media brief and media plan, to the programmatic buying of advertising spaces, tailoring of creative assets, and reporting of results.