Custom algorithms for digital ad targeting and programmatic bidding have been a “thing” for a few years now, but as advertisers ingest more campaign data and demand more control over how it’s used, these systems have evolved and are getting more attention. Tech firms are stepping in to build algorithmic models based on advertisers’ measurement and audience data. The results are decisioning systems that plug into demand-side ad platforms to turn previously one-size-fits-all ad bidding processes into one-of-a-kind approaches designed to address the individual goals of brands.
