Correct attribution is a tricky problem in digital advertising. Using the most common attribution method, that is ‘last click’, only the latest channel that the user clicked get attributed for conversion. This is an inefficient as it penalises the other channels that contributed to the purchase and over-awards the last clicked channel.ML algorithms have the capability …
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Preventing Ad Fraud
Ad Fraud can be done by creating fake Ad calls using content scrapping websites, launching ads outside a user’s view and by using bots that replicate human behaviour. Different fraud detection tools use the known fraud data patterns and machine learnings techniques to stay ahead of the malicious activities. Such tools can be plugged into …
Recommendation Engine – Marketing Use Case
The idea of the project is to have a recommendation system that can recommend products to customers. The product recommendation can be optimized and create new area for those product recommendations. Unlike traditional propensity model, these are more robust with larger amount of data and sophisticated algorithms which have higher penetration but harder to explain. …
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Ad Targeting Capabilities
Today, Marketers can target users using techniques like Audience Segmentation, Demographic targeting, Gender targeting, age targeting and Factors like ethnicity, income levels, interests and relationship status up to a high level of accuracy. Every major ad network has some unique targeting points that it tries to sell to advertisers. Benefits for the company Ad targeting …