Marketing in the UK: Artificial Intelligence Adds to the ‘Finesse’ that Humans Bring to Advertising - eMarketer
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eMarketer Interview

Marketing in the UK: Artificial Intelligence Adds to the ‘Finesse’ that Humans Bring to Advertising

Preview from eMarketer PRO

An interview with

Matt White

EMEA Managing Director, Quantcast

Topics: Marketing

Interview summary

When it comes to placing and measuring digital ad impressions, machine learning can play a major role. eMarketer’s Bill Fisher spoke with Matt White, EMEA managing director at Quantcast, about some of the ways machine learning can help, particularly with regard to the recent furor around brand safety.

Interview

eMarketer: What experience does Quantcast have in the area of machine learning?

Matt White: Quantcast was a technology company from the get-go in 2006. There were vast amounts of data that humans couldn’t decipher but machines could, and that was [co-founder and CEO] Konrad Feldman’s Ph.D.—it was machine learning at [University College London] UCL. The starting philosophy of what Quantcast does is that there’s so much data—most of it noise—that you need pattern recognition and machine learning to pick out signals and give those signals relevancy and value.