What is 'custom machine learning' and why is it important for programmatic optimisation?

Wayne Blodwell, founder and chief exec of The Programmatic Advisory & The Programmatic University, battles through the buzzwords to explain why custom machine learning can help you unlock differentiation and regain a competitive edge. Back in the day, simply having programmatic on plan was enough to give you a competitive advantage and no one asked any questions. But as programmatic has grown, and matured (84.5% of US digital display spend is due to be bought programmatically in 2020, the UK is on track for 92.5%), what's next to gain advantage in an increasingly competitive landscape? The use and development of computer systems that are able to learn and adapt without following explicit instructions, by using algorithms and statistical models to analyse and draw inferences from patterns in data. Automated bidding functionality does not require a manual CPM bid input nor any further bid adjustments – instead, bids are automated and adjusted based on machine learning.