Marketing departments are increasingly confronted with a paradox: ROI targets keep rising while budgets remain flat or even shrink.
In this context, the automation offered by major platforms appears to be a tempting solution—but not without risks.
This situation directly raises the question of how to manage media investments while ensuring sustainable performance.
In this op-ed published on the Journal du Net, we explore:
- the growing role of AI-driven advertising (Performance Max, Advantage+) and its limitations;
- the risk of focusing only on lower-funnel tactics while neglecting branding and consideration;
- practical ways to diversify channels, rethink measurement, and invest in sustainable strategies (first-party data, CRM, loyalty).
