University of Brighton academics from the fields of artificial intelligence (AI), advanced mathematics and computer modelling techniques are helping digital advertising services firm, Crimtan, develop new marketing systems.
The company has a Knowledge Transfer Partnership (KTP) with Brighton University and Crimtan will benefit from AI and advanced mathematics research via new real-time, cluster-targeting advertising systems that also protect user privacy.
The technologies will make radically more intelligent and vastly accelerated decisions, such as which specific creative from a brand’s campaign should be displayed to a particular user, in which format and when.
At present online ad campaign decision-making is primarily governed by user actions, such as clicks, online purchases, hover-overs and the like. To date, the value of inactions has not been effectively incorporated into online ad systems. Negative modelling techniques will help to define decision-making rules based on inactions, non-occurrences and non-events.
“The digital advertising industry is increasingly driven by data, and regulation is growing increasingly severe,” said Paul Goad, CEO of Crimtan. “Digital marketing needs to evolve and use new techniques and technologies to adapt to customer concerns.”