What is machine learning?

Machine learning is an application of artificial intelligence (AI) that enables computers to learn and improve independently. Machine learning in digital advertising refers to the use of algorithms that help AIs learn how to collect, analyze, and apply data for marketing and ad monetization.

However, when computers learn, it doesn’t work in the same way as human learning. Computers can only learn on the basis of the mathematical formulas, algorithms and other programs they have been built to run, as well as any additional programming that instructs them what to do on the basis of new outputs they’ve calculated. 

How is machine learning different from AI?

Whereas machine learning is a specific application of AI that involves the use of algorithms to collect, analyze, synthesize, and apply data, AI is a more general term that describes the use of computers to engage in problem-solving and decision-making on the basis of their programming. 

Why is machine learning important?

When machine learning and AIs are used in adtech and marketing contexts, they  can save an enormous amount of time and labor, as well as enabling decision-making that is virtually instantaneous compared to human decision-making. This can save people working in digital advertising an enormous amount of time, labor, and money.