.Google Employs Machine Learning to Avoid Repeating Ads
Muhammad Mubeen Javed
Ads are one of the main sources of revenue through the internet.
Consumers have grown tired by all the advertising. To prevents ads from popping up now and then have installed ad-blocking software on their devices.
This has cost every company that relies on ads for their revenue.
Advertisers pay the company either on a ‘Cost per click’ or by ‘cost per mille’. In both conditions, repeats ads can have a negative impact. Since showing the same ad to the same user repeatedly will not add to the revenue.
Google has come up with a machine learning solution. It will be rolled out next month or so. The solution will manage how frequently the same ad is being displayed to a user’s browser when third-party cookies are blocked.
The feature will be introduced to the Display & Video 360 advertising platform first. It will later become a part of Google’s display ads.
According to Google:
“Using traffic patterns where a third-party cookie is available and analyzing them at an aggregated level across Google Ad Manager Publishers, we can create models to predict traffic patterns when a third-party cookie isn’t present. This allows to estimate how likely it is for users to visit different publishers who are serving the same ads through Google Ad Manager.”
If the machine learning predicts that the user has already seen a specific ad, it will avoid featuring it in the future.