Why mastering smart machines could unlock the next programmatic evolution | LoopMe | Open Mic
From www.thedrum.com
2022-01-17 09:10:56
Excerpt:
Applications typically function within narrow parameters. Producing outputs determined by the data feeding them, as well as particular objectives. All too often, their advantages have been overshadowed by speculation that dependence on variable input is among the main reasons behind continuing mistrust in AI. But it’s also vital to recognize the potential current operating dynamics provide for marketers to retain a firm grip on programmatic efforts.
Harnessing built-in controls, they can keep campaigns on track by setting specific rules for algorithms to follow. In fact, the concept of closely managed optimization is already gaining traction on multiple fronts, including instructing systems to direct bids at the audiences and inventory likely to fuel performance against core goals. While implementations so far have tended to focus on metrics that don’t give much insight into true ad effectiveness or drive informed choices — such as click-through rates — they are an encouraging start.
Leveraging emerging tools will help marketers take this approach further: adjusting media buying in line with outcome-based measures of precise impact on areas such as awareness and brand favourability. For instance, platforms supported by reinforced learning are making it possible to pre-emptively pinpoint which impressions will offer the best chance of delivering goal actions in different contexts, be that brochure downloads or social media interaction.
Armed with this ability, marketers can tell algorithms to only place bids in situations where users have a high probability of taking specified steps, ensuring AI plays by their preferred rules and maximising results at the same time.
