SEVILLE — The ad industry has come a long way in the enablement of trading through digital pipes and automated decisions.
Now a new wave in artificial intelligence is bidding to make even smarter decisions on buyers’ behalf – and it’s all about alleviating staff of the boredom of testing out different ad outcomes.
“The requirement of successful use of a DMP has largely been oriented around a consumer still pulling the strings and pushing the buttons … testing permutations … to optimise some media outcome,” according to San Francisco-based data management platform vendor Krux‘s EU MD Joe Reid.
“Where Krux is going to introduce some new-age thinking is in the application of machine learning. We’ll start testing permutations of different behavioural attributes, CRM attributes, attitudinal attributes… to make sure that, yes, it matches the KPIs … and then making that actionable.”
Machine learning is coming on-stream at several vendors, each hoping to deploy a kind of AI algorithm to better target ads.
But why would you want to do that?
“There is an element of human fatigue – that the zeal for creativity at some will point wane,” Reid reckons. “We want to support the user will cool, cutting-edge machine learning… making it actionable beyond the scope of the human being.”
This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.
