Across industries, from finance to healthcare, the term “black box” universally denotes complex models shrouded in mystery. Marketing is no exception, with artificial intelligence-fueled campaigns that can fly fast and on auto-pilot while largely remaining an enigma to their human users. The fact is, many AI-based ad-buying tools aren’t known for their transparency. It may…
Mitsunaga Kikuchi
In baseball, player success is measured in statistics like batting average, on-base percentage and runs batted in. Advertising has its own metrics for success (as many as in baseball), from leads generated to total engagement, cost per acquisition to cost per thousand impressions. However, one that should be retired like a pitcher with a shaky…
