Bob Hoffman:

A few years ago we entered what might be termed the “technological” era of advertising. In this era, machines and software took a lot of the tasks that used to be done by people and started to do them quicker, and in some cases better.
 
 Recently, we have thought of ad technology mostly in terms of media. But technology has influenced the advertising business in many other ways including film production, computer design, data collection and analysis, etc.
 
 Technology, in fact, has influenced all aspects of the advertising business. In many instances for the better, in some, for the worse.
 
 The problem we have yet to come to terms with is that there is a difference between technology and science. We view our modern technological tools as giving us a scientific way of doing advertising. Before technology we were mostly guessing at what was working and what wasn’t. Today we believe that technology gives us a much truer picture of advertising reality.
 
 I am not convinced.