Machine Learning Taking Over

Juniper Research announced this week that machine learning algorithms, which are employed in programmatic advertising to enable more efficient bids in RTB networks, are expected to generate around $42 billion in annual advertising revenue by 2021, up from around $3.5 billion this year. “Machine learning promises to transform this segment of the digital advertising market, in that algorithms are able to predict the success outcome of an impression, and thus adjust bid amounts dynamically,” according to Juniper, which is based in the U.K. “For example, the fact that the end-user has recently been delivered a similar advert may impact their likelihood of clicking on another. Meanwhile, other behavioral and contextual attributes are used to predict how successful an impression may be — on an individual level.” Yeah, and all this…


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