More posts by this contributorAd platforms create equal opportunities for businesses but not equal outcomes.They’re mostly marketed as self-service and easy to use, however, there are new features added regularly and open-ended ways to set, structure and target.

Meaning, countless ways to spend—creating winners and losers in advertising.This is where machines and digital advertisers are needed, to provide a profitable outcome.Enter AI, ML and experts as freelancers, via agencies or housed in some of the world’s biggest companies, equipped with ample data, tech and educational resources to match people with companies via ads on search, social, and elsewhere on the web.But, are the machines still in infancy or too heavily relied upon and do the experts always get it right?Well, how often are you seeing ads that are irrelevant to what you wanted or where you were or who you are?An irrelevant ad is an ad paid for by the company advertising but can return zero value as it’s of no use to the person receiving the ad.As a digital advertiser via my company Adboy.com, I’m always curious as to why I was served an ad and if the company paying makes or loses money from it.Something I’ve noticed is that in easily avoidable errors, ads can be served to existing customers, people with irrelevant needs and people that can’t be or are far less likely to become customers.With this article, I’m going to give you the lenses of a fastidious digital advertiser.

You’ll spot errors like these for yourself and know how they could occur, what the negative impact could be and how they can be avoided.