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Monday, April 02, 2018

MediaMath: How Machine Learning Will Change Ad Serving In 2018 | MediaPost Communications

Follow on Twitter as @LaurieSullivan
"MediaMath scientists are working to apply artificial intelligence in machine learning models that the company's chief scientists say will power smarter digital advertising this year -- not just predicting a response to an advertisement from consumers based on their past history, but predicting intent" inform Laurie Sullivan, writer and editor for MediaPost. 

Photo: Pexels

“These sorts of techniques will be game-changers during the next five years,” said Prasad Chalasani, chief scientist in charge of all machine learning at Mediamath.

He calls it “intelligent advertising.”

Chalasani and team use Databricks to visualize the performance of the models across campaigns and machine learning metrics.

MediaMath, which receives about 4 million ad serving opportunities per second, provides a software backbone to help advertisers set up, optimize and manage campaigns. It operates a real-time bidding system for about 7,000 advertisers that send signals through ad exchanges, with bidders that respond within 10 milliseconds with decisions like the optimal campaign to bid for and best bid price.

The decisions are driven by things such as 1 billion user cookies, as well as data ranging from impressions, clicks, conversions, and page visits. In all, it translates into several terabytes of data daily.

Source: MediaPost Communications