RTB House, a global company that provides state-of-the-art retargeting, has won the 2018 The AIconics Award. The annual awards, celebrating drive, innovation, and hard work in the international AI business community, was held for the 3rd time in partnership with Microsoft and Imperial College London.
RTB House has been recognized for Best Application of AI for Sales & Marketing primarily because of its deep learning technology.
RTB House expanded to India in September 2017 and has been actively working with the leading e-commerce companies where it has deployed its deep learning based re-targeting system and a deep learning based prediction mechanism. The award comes on the heels of opening a new research division called AI Marketing Lab which conducts research into mar-tech solutions for both publishers and advertisers. RTB House currently has more than 1,200 clients in nearly 70 countries, including such well-known brands as Adidas, Hotels.com, New Balance, Trivago, Sephora and Walmart.com.
RTB House has won the judges' recognition, among other things, for the innovative use of AI and the implementation of deep learning in its retargeting technology. In general, deep learning helps to increase the effectiveness of retargeting and as a result also revenues from this marketing channel at the same or higher ROI (return on investment). The technology is used during: determination of consumer attitudes and intentions, product recommendations, and estimation of the likelihood of users clicking on ads.
"The AIconics Award shows that our technology serves the best available solution for sales and marketing in e-commerce. This is a huge achievement for our team and proof that we have made a good investment in AI. From the beginning, we have been focused on technology development and AI because it is the core of our product and the most promising technology in the world," said Daniel Surmacz, COO at RTB House.
Deep learning offers truly personalized marketing. It is an innovative branch of machine learning that closely imitates the work of the human brain in data processing data and creating patterns of decision making. From the marketer's perspective, deep learning has made a huge impact on the entire advertising industry.
It made it possible to get more reliable, richer, machine-interpretable user descriptions of customer's buying potential without any human expertise. This technology is able to predict a user's unique habits and desires for the advertising industry. It brings deeply targeted ads that contain products we are more likely to buy, even if we haven't seen them yet.
According to RTB House, deep learning algorithms make advertising activities up to 50 percent more efficient than those based on machine learning.
According to a report by Dentsu Aegis Network (DAN), advertising expenditure in India is expected to rise 10.5 percent to touch Rs. 62,400 crore in 2018, with digital growing at 31.9 percent. Increasing penetration of digital media by the Indian audience will play a key role for advertisers to reach out to untapped audiences.
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