Google is using machine learning to make ads even more personal across platforms - TechRepublic

Google has a new tool to better personalize ads and analyze their success: Machine learning. This technology represents a growing trend for advertisers that will shape successful campaigns into the future, according to a Tuesday blog post by Sridhar Ramaswamy, Google's senior vice president of ads and commerce, published ahead of the Google Marketing Next event in San Francisco. "This technology is critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments," Ramaswamy wrote in the post. "Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds." Google Attribution is a new product that helps marketers determine if their campaigns are actually working, taking into account data from all devices and channels that a consumer may use.