There are many ways that marketers can use artificial intelligence (AI), but so far, targeting and audience segmenting are among the most common uses for the emerging technology.
In a May 2018 survey of 400 digital advertising professionals worldwide conducted by Econsultancy and MediaMath, just one-fifth of respondents said that they don’t plan to use AI for audience targeting or audience segmentation. Nearly half of those polled already use AI for these purposes.
Using AI to group together and reach users is simply a pragmatic way to utilize the technology. In a January 2018 survey of 450 advertisers, publishers and tech developers in North America by Winterberry Group and the Data & Marketing Association (DMA), 62.0% of respondents said that improving audience segmentation to support better ad targeting was one of their top campaign management priorities. Read the rest at eMarketer.