|Machine Learning Is Creating A Revolution In Digital Advertising
Machine learning is virtually everywhere behind the digital advertising scenes. There have been a number of ADKDD workshops in conjunction with KDD, one of the oldest machine learning conference. The advertising environment is (for the better or worse) very data rich, and the rise of programmatic buying and selling of ads in real time has provided ample opportunity for machine learning to play a key role. For a one hour overview, please see my recent talk at the Institute of Advanced Study here.
For the most part, machine learning is being applied to a number of different components of advertising:
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- Measurement and attribution (market mix models, causal modeling from observational data, propensity matching, etc.)
- Cross device association (predicting the probability that two devices belong to the same person based on usage patterns, IP overlap, etc.)
- Intent prediction (what is the probability that a consumer is going to buy that new car in the next month or so) on an individual level.
This article originally appeared on Forbes.com. You'll find a link to the original after the post.
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