Machine Learning Ad-targeting
bestforbest @ stock.adobe.com
By using powerful machine learning software, advertisers from big corporations to small businesses can target and tailor their ads and content to specific audiences, thus optimizing revenue over investment. In an online platform, such as social networks or aggregator websites, this self-serving tool allows advertisers to choose their target audience, not only by demographic profile but also by interests and preferences picked up based on their content consumption and online behavior. Also, this machine learning tool uses predictive algorithms to determine how likely a user will see and behave when exposed to a certain ad.
Goals and objectives can be set at the beginning of the campaign, such as brand awareness, website visits, or increasing product or service purchases. Some business models require advertisers to place a bid on how much they are willing to pay for each view, click, or website access, depending on the objective. On a dashboard, it is possible to monitor in real-time which content is performing better when the tool autonomously decides which ads to keep rolling for which audience. Machine learning is also applied to analyze to quality of the content uploaded along with local and international compliance.