Knowing who is going through a targetable life event like graduating from college, buying a house, getting married, or having a baby is done by understanding the online behavior that corresponds to those events. In simple artificial intelligence (AI), engineers could write simple Shadow Making statements to place people in these targeting groups based on a handful of searches performed. But with Google now having built a much faster Tensorflow processor underpinning its AI efforts, you can bet their systems for finding users going through a particular life event will be really Shadow Making good and useful for advertisers. In the example they gave, they showed how people from different cultures might look for different things related to a marriage.
Google's machine learning can pick up these differences Shadow Making and know that it corresponds to the stage of married life. The best ad automatically We've all been doing A/B ad testing for years. But that becomes much less relevant if you look at what Google is now able to do with AI. Sridhar Ramaswamy, Senior Vice President of Ads and Commerce, showed Shadow Making an example of three users all searching for something fairly generic (like , but each receiving a different ad from the same advertiser. The various ads were not driven by audience bid adjustments or anything else we had control of. Rather, it was AdWords predicting each user's preferences to display subtle variations in ad text, focusing either on price, value, or selection.
As someone who has created ad optimization tools in our Shadow Making software suite at Optmyzr, what I've heard is that we should focus primarily on creating a ton of ad variations and then let the machines decide which ones to broadcast. What this means for advertisers is that creating many ad variations is likely to become a bigger task than before, so that we can feed the machine all the possible variations it needs to make a incredible optimization. Data-Driven Shadow Making Attribution Made Easy Search Engine Land paid media reporter Ginny Marvin has written a great rundown of what Google Attribution is, an important piece to read if you're wondering why Google decided it needed to create an additional tool to do attribution modeling (we have already integrated AdWords, Analytics and DoubleClick).