Alfie Lagos: Why Humans Remain Crucial in the Automated Ad World

Lexlab founder Alfie Lagos argues that despite automation, humans remain essential in digital advertising. With 15 years’ industry experience, Lagos says people are key in interpreting the endless noise from major platforms like Meta and Google. “Humans who implement will remain critical in keeping digital advertising meaningful,” he told Mediaweek.

Lexlab simplifies emerging ad technologies and translates them into clear, outcome-focused strategies for clients. Lagos criticises overreliance on self-reported metrics, noting: “If you let Facebook or Google measure themselves, they’ll always say they’re the best.” Instead, he advocates third-party measurement and attribution modelling to track true ad impact.

Lagos also addresses the industry’s staffing shortages. He suggests agencies should train junior staff and university graduates from the ground up. “Unicorns”, people with minimal experience, may be rare, but teachable newcomers often lack bad habits. “Fresh grads can be molded,” he says, and they bring enthusiasm without outdated practices.

He also believes senior leaders must stay hands-on. “It’s not sustainable to ask others to perform your role just because you’re senior—roll up your sleeves,” Lagos advises. He even learns the platforms himself to maintain credibility.

Overall, Lagos emphasises the human touch: curiosity, patience, attention to detail, and a hunger to learn are more valuable than ever. In his view, these qualities, not just tech skills, define future success in digital advertising.

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