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How machine learning has evolved digital advertising

April 10, 2019 / Zachary King

Machine learning has been a fundamental part of the marketing automation process for some years now and is only going to explode in terms of scope and importance over the coming decade. But as the amount of available data grows exponentially and the algorithms that we put into machines grow in complexity, how does machine learning transform this influx of data to increase the insights available to marketers?
In short, machine learning turns simple marketing automation into intelligent marketing automation. Machine learning is the practice of programming computers to learn without manual input and has been fundamental to the growth of real-time bidding, which lies at the very heart of programmatic advertising. Relying on a series of algorithms that allow computers to adapt and learn from observing certain data sets and behaviours, machine learning can predict a consumer’s likelihood to purchase when exposed to an ad.