Paddy explained how it is likely that future agencies would be run by mathematicians &amp; statisticians. And how &quot;for example, the next time you see an ad for Web Summit on Facebook, realise that that ad might only be shown to another 15-150 people out of Facebook&#x27;s 1.5 billion users. And furthermore in some instances that ad might only be shown to you for a short period of time before that ad self-pollinates with something probabilistically even more creative or compelling, or is simply stopped. That&#x27;s personalising not for the 1% but for the .000001% of users, without almost human intervention whatsoever.&quot;