Signal loss calls for the use of, well, other signals. "The biggest trend for us right now is finding ways to be less reliant on cookie data," said John Kirk, media director in charge of digital investment at 22Squared, an Atlanta-based media agency whose clients include Baskin-Robbins, Publix and Southeast Toyota. One alternative approach, Kirk said, is to "home in on audiences where we do have the data." In that vein, 22Squared has been testing a solution released by AdTheorent on Wednesday that uses machine learning to score programmatic inventory based on the probability that an impression will lead to a desired outcome. Southeast Toyota is also a launch partner for the product.

The advertising landscape has transformed dramatically in the last two years. A huge part of that transformation is related to developments in artificial intelligence (AI) and machine learning. This IAB guide is designed to help brand marketers and their agencies identify the opportunities that artificial intelligence and machine learning present, the range of options available, and some recent best practices for applying AI to marketing and advertising. Developed by the IAB AI Working Group which was formed to help marketing and technology executives navigate the impact AI and machine learning will have on the world of digital advertising, this is the first guide of its kind to offer a full picture of the benefits of AI in marketing, real-world use cases, best practices, and key takeaways for marketers looking to leverage AI to better engage with customers at scale. When IAB put out the call to its members to form an AI working group, the response was overwhelming: 115 members raised their hands to contribute to our collective industry understanding of this nascent and essential topic. Their responses informed the basis of this IAB guide, focusing on the areas of greatest importance to the marketing industry at this time.

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.

AdTheorent, which offers a machine learning platform for advertisers, on Thursday announced AdTheorent Relationship Targeting. This new product allows advertisers to harness the power of relationships with family members, cohabitants or friends to influence a consumer to take desired actions. Word of mouth is the primary factor behind 20-50 percent of all purchasing decisions, AdTheorent noted, citing a McKinsey report. Also, a recommendation from a trusted friend is up to 50 times more likely to trigger a purchase than a low-impact recommendation from a stranger. The number of connections matters as well, suggested Calynn Krieger, SVP of strategy and marketing at AdTheorent.

New York, NY--February 8, 2018-- AdTheorent, Inc., an advertising technology company using data, predictive targeting and machine learning to provide competitive advantages to marketers as measured by real-world business outcomes, today announced it has been named a winner in the 2018 BIG Innovation Awards presented by the Business Intelligence Group. AdTheorent's Machine Learning-Powered Predictive Advertising Platform is being honored with a product innovation award. The immense volume of data available to marketers today provides both an opportunity and a challenge. Despite a 50X growth in the amount of data available, only .5% of data is analyzed and used by advertisers. AdTheorent addresses this issue for marketers through its highly advanced predictive advertising platform, which uses machine learning more effectively, and efficiently, across larger data sets, than any other solution in market.