Essential Whitepapers for IT Professionals

Putting AI to work for audience segmentation

Artificial Intelligence (AI) has already begun to improve targeting, segmentation, media buying and planning in the advertising industry. AI algorithms can extract complex patterns from vast numbers of data points, and in so doing, are able to self-correct and learn patterns. The revenue potential that improved personalization, segmentation and targeting that AI provides to marketers is huge.

HERE’s location data provides a strong thread that can be woven throughout every stage of the media buying process, offering more context and targeted segmentation for DSPs, along with better attribution for higher quality metrics -- which will ultimately help draw the link between ad targeting and closed transactions at the point of sale.