AdTheorent Is Using Machine Learning To Predict Effective Inventory

Signal loss calls for the use of, well, other signals. "The biggest trend for us right now is finding ways to be less reliant on cookie data," said John Kirk, media director in charge of digital investment at 22Squared, an Atlanta-based media agency whose clients include Baskin-Robbins, Publix and Southeast Toyota. One alternative approach, Kirk said, is to "home in on audiences where we do have the data." In that vein, 22Squared has been testing a solution released by AdTheorent on Wednesday that uses machine learning to score programmatic inventory based on the probability that an impression will lead to a desired outcome. Southeast Toyota is also a launch partner for the product.