Machine Learning In Marketing
Machine learning within the programmatic digital world continues to grow exponentially. In 2016, IAB Europe estimated the value of programmatic display was €8bn. In the UK specifically, the market value has increased by 36 per cent in the last year alone. The challenge for many marketers today, is how to harness this new technology, understand it, and then drive the best outcomes from their digital campaigns and investments. Using AI and Machine Learning, Illuma developed their own proprietary technology to build and target new and qualified audiences at scale. Through a customer case study, Jacqui will illustrate how Illuma was able to improve performance quickly and dramatically increase qualified reach.