Abstract
Ad targeting is a technique of advertisement where specific ads are placed in some specific areas of the screen to increase the chances of the ads to be clicked by the users. These ads are based on the user’s past engagement with the website. Targeted ads target specific customer groups based on the demographics, psychographics, behavior and user experience that is learned usually through data produced by users themselves.In targeted advertisement, machine learning helps to essentially replicate the way the brain of the user or buyer works as software to make the same optimizations as a user or buyer would do in real life situation. Moreover, the system learns over time from different variables and then generates more accurate results as it works with new advertisements, making correlations that are tough for the human brain to detect.
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