Unlocking Targeted Advertising Potential with AI Audience Segmentation

How smart segments transformed advertising campaigns by automating audience optimization, enabling scalable reach, and enhanced performance.

Our Client’s Challenge

Our client is a leading brand in the advertising space, renowned for its commitment to maximizing campaign impact and execution.

However, when optimizing campaign segments to reach new and more relevant audiences, their process often relied on guesswork and trial-and-error. This not only slowed operations but also negatively impacted campaign results. The manual approach to segment creation further increased the risk of human error, compromising both delivery and budget optimization.

Key Objectives

• Increase delivery capacity by identifying audiences similar to an initial target.
• Optimize campaign performance while expanding the reach.
• Provide insights into which characteristics drove the best audiences.
• Combine first and third-party data to identify similar audiences beyond the owned inventory.

The AI Collaborator Solution

AI Collaborator worked closely with the organization to address these challenges, leading to the development of a solution that expands campaign reach while maintaining the performance metrics of the original target. Key elements of the solution included:

• Big Data Feature Store: A comprehensive and distributed data pipeline was created to build a feature store that     consolidates all available first- and third-party data sets across the entire inventory.
• Similarity Prediction: A machine learning model was developed to identify audience similarities within the entire   inventory, comparing them to a well-defined target audience.
• Scalable Audience Growth: A recommendation engine was implemented to expand segments based on their similarity to the original target. The model provides control over the expansion percentage, allowing campaigns to balance both reach and performance effectively.
• ML Ops Pipeline: Dynamic models are continuously created and updated to capture evolving behaviors and inventory availability, ensuring the solution adapts to changing conditions.
• Interpretability: The models were designed to ensure interpretability, allowing stakeholders to gain clear insights into how smart segments are created and how they align with business objectives.

Our Client’s Results

The implementation of smart segments helped find lookalike audiences that closely matched the desired characteristics, expanding the campaign’s reach while maintaining optimal performance. Some of the highlights included:

• Campaign Delivery & Results: Better campaign delivery, ensuring consistent and reliable performance across placements.
• Expanded Delivery Capacity & New Opportunities: Enhanced ability to scale campaigns, unlocking new opportunities during the sales process.
• Higher Performance: A significant boost in campaign performance when utilizing smart segments, compared to the previous manual approach.
• Enhanced Team Efficiency & Process Automation: Streamlined campaign management processes, reducing manual and repetitive tasks and enabling the team to focus on higher-value activities.