Artificial intelligence, machine learning, deep learning, neural networks. These are all part of the digital advertiser’s lexicon now as the algorithms power so much of the tactical mechanics of our campaigns. The purpose? To serve that ad combination on that impression at that bid to that audience member to achieve the campaign goal with greater efficiency and efficacy than we marketers could do manually. All by training algorithmic models to understand patterns and predict outcomes based on gobs of historical data.
Google, Microsoft, Facebook and all the other digital advertising platforms are using data and algorithms to identify intent and predict customer needs, behavior and marketing outcomes.