Machine Learning and Ad Optimization

Google is experimenting with using artificial intelligence to improve ad campaigns. The machine learning algorithms automatically swap our creative, set RTB prices, budget and and bid goals, and generates ads targeting specific audience segments.

“The opportunity here is to personalize ads based on what a user has previously done and deliver them in real time,” said Brad Bender, VP of product management for Google. “We update AdWords audiences in real time so when a consumer hits mute on an ad, for instance, we learn what they don’t like automatically and feed that into our machine learning.”

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