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AdNews: AI-driven optimisation is driving a new era of digital advertising

Originally published: AdNews, 2 February 2021

Tasneem Ali is general manager of Pureprofile’s media business Pure.amplify. 

The AI marketing revolution has arrived. Artificial Intelligence is transforming old methods and delivering exciting new efficiencies and capabilities. While the technology has been in the marketing arena for some time, it is now front and centre thanks to the new optimisation it provides.

AI can be used in a variety of ways. One key example that we can all relate to is Google Search. While looking online for book recommendations, Google’s advertising algorithms are able to select from a number of different headlines and copy, specifically tailored to the user who is undertaking the search. There’s a huge volume of data available about every single internet user, which means that individual ad messages can be tailored in order to increase the total number of purchases made.

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