Deep Learning vs Machine Learning

Digital media moves quickly, and consumer behavior moves with it. The businesses keeping pace are increasingly the ones working with an AdTech company, a specialist vendor that builds the technology behind modern online advertising. In this article, we look at what these companies actually do, how artificial intelligence and in particular, Deep Learning have reshaped the field, and what brands should consider when choosing a partner.

Legacy Machine Learning solutions have much to lose when clients learn an inconvenient truth: using two different-in-kind retargeters leads to demonstrably superior performance. For this reason, legacy vendors tout a “one retargeter” approach to programmatic advertising that doesn’t align with the lived reality of marketers. The one retargeter strategy is driven by a vendor’s internal business concerns, not by what’s best for their clients. If a single-vendor retargeting strategy were so superior and so powerful, why would a proper retargeting stack be such a threat to legacy Machine Learning vendors?

I’m going to look at, and then disprove, four myths around the choice of a single- or multiple-vendor retargeting strategy. And I’ll explain why sophisticated markers build programmatic marketing stacks.