Under the Hood of Social Media Advertising: How Do We use AI Responsibly for Advertising Targeting and Creative Evaluation

Abstract

Digital Advertising is historically one of the most developed areas where Machine Learning and AI have been applied since its origination. From smart bidding to creative content generation and DCO, AI is well-demanded in the modern digital marketing industry and partially serves as a backbone of most of the state-of-the-art computational advertising systems, making them impossible for the AI tech and the programmatic systems to exist apart from one another. At the same time, given the drastic growth of the available AI technology nowadays, the issue of responsible AI utilization as well as the balance between the opportunity of deploying AI systems and the possible borderline etic and privacy-related consequences are still yet to be discussed comprehensively in both business and research communities. Particularly, an important issue of automatic User Profiling use in modern Programmatic systems like Meta Ads as well as the need for responsible application of the creative assessment models to fit into the business etic guidelines is yet to be described well. Therefore, in this talk, we are going to discuss the technology behind modern programmatic bidding and content scoring systems and the responsible application of AI by SoMin.ai to manage the Advertising targeting and Creative Validation process.