AI gives answers, but not always the right ones. These outputs are only as good as the data that they’re given, so understanding errors is essential.
Clients are eager to test new AI tools for media buying. AI assists in predictive modeling to determine where marketing dollars should be effectively spent.
We have to play in their sandbox, but lost trust from platform bias poses significant challenges for accurate measurement and understanding of media results.
Machine learning algorithms are preferred because their reasoning is understandable, providing insights into the margin of error in media forecasting models.
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