Paradigm Shift: How Machine Learning Brings Man-Made Advertising Strategies to Life
March 19, 2018
Technology is raising the standard in not only the ways advertisers present information to their audiences, but also how they identify their target audiences and the best ad formats to reach them with. Artificial Intelligence and machine learning are playing a critical role in this paradigm shift, helping companies realize the value of active engagement and how to bring their strategies to screens of all sizes.
Machine learning is a subset of the larger Artificial Intelligence category that uses mathematical algorithms to make predictions. These algorithms are smart, evaluating data and drawing conclusions to help advertisers connect with their audiences in the most efficient ways possible, to maximize every ad dollar spent.
How is Machine Learning Benefitting the Ad Industry?
Machine learning benefits advertisers in a number of ways. It helps advertisers by making decisions based on data received from the larger advertising ecosystem, which an advertiser would be hard put to do on his/her own. The Acuity Platform system uses machine learning to consider all data points that are relevant to an advertisers campaign before, during and after the campaign flight. A proprietary algorithm is what controls the machine learning and allows it to consider variables specified in the advertisers campaign setup to optimize performance in an ongoing fashion.
The algorithm predicts and plans, based on data from campaign performance, to identify the best approach to bidding, making optimization of campaign performance faster and much more efficient. Machine learning systems are continuously learning to generate results that are accurate, relevant, and far beyond the capabilities of the human brain.
Leverage Technology to Establish a Strategic Marketing Approach
Some advertising platforms are now using machine learning to perform tasks once handled by a human counterpart, like Acuity Platform. Instead of time-consuming spreadsheets, machine learning uses algorithms that enable advertisers to leverage real-time data and insights to accelerate campaign development and the media-buying process. Machine learning is also enabling the technology to pivot quickly if the data suggests so, further enhancing the quality of a particular campaign.
Making The Media-Buying Process Smarter
The use of a programmatic marketing platform that has machine learning built in makes media buying smarter and more efficient. Whereas traditional media buyers may have worked with multiple different advertising exchanges to fulfill the needs of advertisers, these platforms plug in available inventory from multiple exchanges as well as publisher direct and other inventory. Then, they use the algorithm to identify the best inventory to bid on based on the specs of a campaign. Not only does this eliminate the likelihood of human error, it also quickly elevates a team’s learning curve by allowing them to watch the system in action and see why the system made certain decisions based on final reporting data and tracking.
Stretch The Effectiveness of Every Ad Dollar
It’s no secret that data provides companies across a range of industries with an opportunity to improve cost-effectiveness. This is not lost on programmatic because machine learning technology helps advertisers comb through vast amounts of information efficiently to identify opportunities that deliver the most bang for every ad buck.
Machine learning continues to evolve, and is now a vital tool in the digital advertising space, providing a competitive advantage to advertisers by increasing brand awareness, audience targeting capabilities and enhancing their bottom line.