Understanding Artificial Intelligence Uplift

As parents everywhere will attest, the most frequent and difficult question to answer is without doubt'why?'. From an early age people want to know the cause or driving force of everything and it's often the hardest question to answer. It's certainly a challenge when trying to identify how artificial intelligence (AI) algorithms drive uplift. We know the uplift is there, it's clear to see from quarterly results that entertainment campaigns on average see 151% uplift, retail 135% and technology 96%. But where it becomes more difficult is in establishing the individual factors which have produced this uplift. Each time an impression is about to be served information is pulled from trillions of data points which are stored in a Data Management Platform.