Then Google and Microsoft introduced smart bidding. And initially smart bidding was rubbish. Frank Grasso: Smart bidding wasn’t just about automation, it forced a change in team composition and a lot of agencies are going through this change. When smart bidding arrived, those roles had to evolve into consultancy, strategic leadership and to become trusted advisors. You have to roadmap the workflows, how you’re going to use it and what the safeguards are going to be.