Ready or not: artificial intelligence and machine learning will soon automate your campaign audiences. In fact, many advertisers have already relinquished audience control to the omnipotent machine.
Magnetic and Advertiser Perceptions recently surveyed over 300 marketing and agency professionals, and approximately 40% are comfortable using AI-enabled technology to automate audience selection and optimization.
If you’re not part of that 40% crew, you’d better hope your competitors are lagging, too.
Why is it so important to use AI and machine learning to select and optimize your campaign audiences? Because you evolve from the age-old practice of audience segmentation to the far-more effective, AI-enabled practice of audience characterization (here’s a summary of the difference).
With Magnetic’s audience characterization practice, your audiences are automatically, AI-generated with the support of Connected Consumer Timelines. These timelines put each user data point (events, actions, etc.) in chronological order so our AI platform can determine the short- and long-term value of each user interaction. This timely, value-based information lets the AI make super-accurate predictions for your brand and campaign. For example, it can calculate the probability that Person A will visit your website or engage with your ad within the next 24 hours.
Without a chronological, Connected Consumer Timeline, the data points lose significant predictive power. Because of the sheer volume and velocity of the data, chronological order can only be understood and leveraged with the support of AI and machine learning. Without AI and machine learning, you’re putting your audiences (and thus your campaign and your brand) at a severe disadvantage.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.