Recent advancements in machine learning are significantly changing the advertising landscape. Over the past year, improvements in the technology have enabled marketers to start measuring real net profits from ads and allow small advertisers to effectively compete with large advertisers on a more even playing field. Thanks to machine learning, advertising platforms such as Facebook and Google can now automate decisions for marketers that have a huge impact on performance as well as time management. Before these advancements, user acquisition managers would have to manually adjust ad campaigns multiple times per day to optimize performance, but now machines are making the decisions and the actions for them. While it’s a win for performance-based advertising, will bots and automation ultimately replace the role of the UA manager?