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By embracing the complexity of today’s intricate systems that knit together the programmatic audience buying landscape, we arm ourselves with more tools.
I like that one: "The course of history has shown that irrationality is one of our specialties, which means there’s no one better than a human to think like a human."
You gotta take the whole that is present, and make intutive sense of it in order to make anything valuable out of "big data".
The human brain can only process so much information. Most likely we will have to use computers to translate the big data into the relevant chunks that we need in order to understand a given situation and to then make choices based on those decisions relative to all sorts of policy and programatic situations, in business and in society.
You can't simplify things and just take things at face value anymore. It didn't really work then, and it certainly should not be used now that we ought to know better.
It's amazing to me how human beings fail to register these things!
Think about it.
When weighing a risk, potential losses tend to loom larger than potential gains. That is, we tend to focus more on what might go wrong ? what we might lose or sacrifice ? than what might go right.
History has shown that we fail far more from timidity than we do from over daring.