1. Arcalea Knowledge Base
  2. Machine Learning & Artificial Intelligence

How can machine learning (ML) optimize paid media?

Contemporary ad platforms use machine learning to optimize ad bids, ad placements, and ad composition, by using millions of signals in real time.

Using artificial intelligence (AI), and machine learning (ML) specifically, ad platforms automate many of the configuration choices and actions that once required manual advertiser input. Using millions of user and ad signals, ML determines ad placements that are most likely to convert. Platforms such as Google Ads allow advertisers to select automated bidding that uses ML to determine optimum bid based on an advertiser’s goal, such as maintaining a specific Cost of Acquisition or Action (COA).  Other options allow ML to select from different ad headlines and descriptions to learn the most effective ad composition for specific placements.


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