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Data Analytics & Management

Advertisers discover machine learning

A new study shows: Marketing companies today are already using machine-produced contents to address customers personally.

28 Feb. 2018 Roland Freist
Source: IDC
Source: IDC

Ads are being personalized more and more often to boost customer loyalty. Implementing this approach across all channels and devices in real time requires automated, intelligent processes that generate individual content for each customer. Currently, a growing interest of companies in AI systems can be seen.

Market research company IDC has examined the spread of machine learning techniques in the advertising market on behalf of advertising network, Criteo . For the study , 459 marketing managers were surveyed across the world. The result shows that companies have already extensively digitized personalization, and only a single-digit percentage of companies have refrained from doing so completely. All the others already generate personalized marketing contents automatically.

According to the study, advertisers have heard of machine learning systems, confirmed by 83% of those surveyed, but only 14% are using them. Another 33% indicated they want to invest in this type of system in the future. Above all, they hope to use machine learning for media planning and processing, to carry out multi-channel campaigns and for personalized advertising.