PAPIs 2018

Advertisers are looking for ways to economically use third-party audience segments for customer acquisition rather than audience buying based on intuition. To date, this has not been effective because of the incremental cost of buying audience segments. This talk discusses the Open AI for Advertisers algorithm, which is a scalable, ROI positive third-party audience discovery algorithm that improves the customer acquisition effectiveness by more than 30%. The talk provides an insight into our experiences when designing this algorithm, and how AI helped us solve a classic advertising problem.