COLOGNE, Germany — As “maths men” take over from “mad men” on advertising’s Fifth Avenue, the new cult of data is proving to be too all-consuming, says one advertising veteran.

“We may be losing the plot – too much math, too little meaning,” says DigitasLBi and Razorfish chair Rishad Tobaccowala.

“We’ve forgotten that the data is there to support the art of the instinct, rather than be the art of the instinct.”

Modern digital advertising software platforms give advertisers and agencies super-control in to where and how they buy online ads, including fine control over how they target campaigns to reach consumers across ad networks. It’s becoming a frenzy.

“We’ve become too data-infested and not intelligent enough,” Tobaccowala tells Beet.TV in this video interview. “Things will keep changing so fast that the machines won’t keep up with the rate of change – machines are very good at repeating what has been done before – not at doing new things.”

Tobaccowala published a blog post on the topic this week.

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.  Beet.TV’s coverage of DMEXCO is sponsored by Videology.