Predictive advertising is yet another area of marketing that is evolving rapidly thanks to the massive strides in the strain of artificial intelligence called machine learning and wide access to large sets of digital data. In this installment of our MarTech Landscape series, we look at how predictive advertising works and how it's commonly applied. Predictive advertising is a subset of predictive analytics, also covered in our MarTech Landscape series. Predictive analytics uses machine learning to predict future outcomes based on behavioral patterns seen in historical data. Those predictions can be used for any number of purposes: understanding who is likely to pay off a loan, prioritizing leads most likely to close and so on.