Emil Lauritsen | M&M Global

Emil Lauritsen

emil-lauritsen

EMIL LAURITSEN
JOB TITLE:
Digital developer
COMPANY:
GroupM
BASED:
Denmark

What is your greatest achievement in international marketing and media to date?

I was the first person in the Nordics to write custom algorithms to handle programmatic media buying. As soon as we saw the effect this had, we started implementing this across several clients. I am now leading our effort in exploring the possibilities of these algorithms. In order to do this, I developed software that allows our Business Science units to easily integrate sales predictions into algorithms. Because of this, we are now seeing 15% of all programmatic spend across the Nordics being used on custom-written algorithms that I have had a part in developing.

What do you believe are the most important trends in media today?

I believe that if you are not getting started with AI and machine learning now, you will not have success in the market in three to five years. I think machine learning will contribute to everything we are working with today, and will play a big role in assisting us in what we do both in our personal life as well as in our profession.

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