AI is impacting you more than you realize Posted on : Jul 24 - 2017

In today’s age of flying cars, robots, and Elon Musk, if you haven’t heard of artificial intelligence (AI) or machine learning (ML) then you must be avoiding all types of media. To most, these concepts seem futuristic and not applicable to everyday life, but when it comes to marketing technology, AI and ML actually touch everyone that consumes digital content.

But how exactly are these being deployed for marketing technology and digital media? We hear about AI being applied in medical and military fields, but usually not in something as commonplace as media. Utilizing these advanced technologies actually enables martech and adtech companies to create highly personalized and custom digital content experiences across the web.

The ultimate goal of all marketers is to drive sales through positive brand-consumer engagements. But a major problem is that marketers have so much content (oftentimes more than they even realize) and millions of potential places to show it, but don’t know how to determine the optimal place for each piece of content to reach specific audiences.

With all of these possible placements, it would be incredibly inefficient, if not impossible, for a human being to amass, organize, and analyze this data comprehensively and then make the smartest buying decision in real time based on the facts. Trying to test an infinite number of combinations of creative ideas and placements is like solving a puzzle that keeps adding more and more pieces while you are trying to assemble them.

So how can marketers put this data to work to efficiently distribute their content across the digital universe using the right messaging to drive the best results?

Human beings can make bad decisions based on incomplete data analysis. For example, someone might block a placement from a campaign based one or two prior experiences with incomplete or statistically insignificant data, but it actually may perform very well. But an optimization engine can leverage machine learning to understand the variance in placement performance by campaign and advertiser vertical holistically. This is why computers are simply better than humans at certain tasks. View More