How Machine Learning Helps Advertisers: AdTheorent's Lawson

There is a lot of talk about machine learning in marketing these days, and a lot of vendors beginning to offer the capability. But how does ML work in advertising, and what can be gained? In this video interview with Beet.TV, Jim Lawson, CEO of one vendor offering the technology, explains. "Whatever your business goal is, if you have enough data and there is a ton of data out there, the question is there's too much data, what do you do with it?," "We take the data, we integrate them into our machine learning models and algorithms and then we predictably score every impression that comes into our system.