Machines Beat Humans in Ad Campaign Optimization Test: IPG Study

Admit it: every now and then you wonder whether all this tech stuff really works. Today we’ll reassure you. Let’s start with a test run by media company Interpublic Group (IPG to its friends) and adtech vendor true[X], which had humans and machines optimize the same ad campaigns and compared results. The machines won hands-down (if machines have hands), improving purchase consideration by 5.7% on 3.08 ad exposures per consumer, compared with 0.8% lift on 4.13 exposures per consumer for humans. The machines generated better results for brand familiarity, brand interest, and purchase intent as well.