{"id":10360,"date":"2017-07-10T18:12:54","date_gmt":"2017-07-10T15:12:54","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=10360"},"modified":"2017-07-10T18:14:17","modified_gmt":"2017-07-10T15:14:17","slug":"rtb-house-inteligenta-artificiala-publicitatea-online","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/rtb-house-inteligenta-artificiala-publicitatea-online","title":{"rendered":"RTB House: Inteligen\u021ba artificial\u0103 poate spori performan\u021bele \u00een publicitatea online"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/rtb-house-inteligenta-artificiala-publicitatea-online\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-10361\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2017\/07\/Artificial-Intelligence-robot-min.jpg\" alt=\"\" width=\"419\" height=\"233\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2017\/07\/Artificial-Intelligence-robot-min.jpg 550w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2017\/07\/Artificial-Intelligence-robot-min-300x167.jpg 300w\" sizes=\"auto, (max-width: 419px) 100vw, 419px\" \/>Potrivit unei analize realizate de <strong>RTB House<\/strong>, \u00een industria comer\u021bului online exist\u0103 v\u00e2rfuri de v\u00e2nz\u0103ri care pot fi prev\u0103zute de oameni.\u00a0Cuno\u0219tin\u021bele rezultate din studii de pia\u021b\u0103 ajut\u0103 la planificarea campanilor publicitare \u0219i la stabilirea unui nivel de costuri c\u00e2nd campaniile sunt \u00een desf\u0103\u0219urare. Totusi, comportamentul de cump\u0103rare poate fi extrem de variat \u0219i poate include multe alte criterii. Tocmai de aceea, marketingul digital de ast\u0103zi \u00eencearc\u0103 s\u0103 personalizeze comunicarea \u0219i modul \u00een care un individ cu interese \u0219i dorin\u021be specifice este targetat de anun\u021burile publicitare.<!--more--><\/p>\n<p>Prin retargetare personalizat\u0103, algoritmii baza\u021bi pe <strong>deep learning<\/strong> \u2013 o ramur\u0103 inovatoare a inteligen\u021bei artificiale (IA) care imit\u0103 creierul uman \u2013 pot recunoa\u0219te v\u00e2rfurile de v\u00e2nz\u0103ri la fel ca oamenii, dar observ\u0103 \u0219i modele greu de anticipat \u0219i reac\u021bioneaz\u0103 rapid pentru a atinge mai bine obiectivele.<\/p>\n<h3>Media plan-ul de pe timpuri trebuie reg\u00e2ndit<\/h3>\n<p>Mul\u021bumit\u0103 inteligen\u021bei artificiale, pot fi prelucrate \u0219i trase concluzii ac\u021bionabile, pe baza unor cantit\u0103\u021bi mari de date, \u00eentr-un timp foarte scurt. De exemplu, \u00een zona de <strong>retargetare personalizat\u0103<\/strong>, decizia despre produsele pe care le afi\u0219\u0103m \u00een bannere trebuie luat\u0103 \u00een mod nomal \u00een mai pu\u021bin de 10 milisecunde, adic\u0103 mai repede dec\u00e2t ai clipi. Algoritmii avansa\u021bi fac posibil\u0103 analiza fiec\u0103rui individ \u00een parte \u0219i cump\u0103rarea de media \u00een func\u021bie de comportametul fiec\u0103rui utilizator. \u00cen acest caz, este mai pu\u021bin important unde se afi\u0219eaz\u0103 reclama, ci se pune acccentul pe <span style=\"color: #ff0000;\"><strong>cui i se afi\u0219eaz\u0103<\/strong><\/span>. Tehnologia permite acum identificarea unui target group \u0219i targetarea indivizilor la momentul potrivit cu bannere \u201ecroite\u201d special pentru fiecare utilizator.<\/p>\n<h3>IA vs. creativitate<\/h3>\n<p>Inteligen\u021ba artificial\u0103 se intensific\u0103 \u0219i pentru a aborda lumea creativit\u0103\u021bii. De exemplu, <a href=\"http:\/\/www.adweek.com\/agencyspy\/human-beats-ai-cd-in-mccann-japans-creative-battle\/116270\" target=\"_blank\" rel=\"noopener\">McCann Erickson Japonia a dus AI la nivelul urm\u0103tor<\/a>, \u00eentr-o b\u0103t\u0103lie creativ\u0103 cu primul robot din lume director de crea\u021bie numit AI-CD \u03b2, contra omologului s\u0103u uman, directorul de crea\u021bie Mitsuru Kuramoto. Ambii au primit sarcina de a crea un spot publicitar pe care oamenii l-au judecat prin vot. De\u0219i computerul a fost capabil s\u0103 extrag\u0103 dintr-o baz\u0103 de date cu reclame anterioare, cu elementele pentru generarea reclamei analizate \u0219i clasificate, omenirea a ie\u0219it triumf\u0103toare. <strong>Kuramoto a c\u00e2\u0219tigat cu 54% din voturi<\/strong>, \u00een compara\u021bie cu omologul s\u0103u \u201erobot\u201d care a ob\u021binut doar 46%. \u00cens\u0103 acest scor este str\u00e2ns \u0219i am putea fi la fel de u\u0219or s\u0103 presupunem c\u0103 \u00eentr-o zi cifrele s-ar putea schimba.<\/p>\n<p>Pentru moment, acest experiment arat\u0103 c\u0103 pe zona de creativitate, interac\u021biunea \u0219i empatia uman\u0103 ar putea s\u0103 fie totu\u0219i elemente care ne fac de ne\u00eenlocuit.<\/p>\n<p>Un raport realizat de PricewaterhouseCoopers a estimat c\u0103 38% din locurile de munc\u0103 din SUA vor fi \u00eenlocuite cu robo\u021bi \u0219i inteligen\u021b\u0103 artificial\u0103 p\u00e2n\u0103 la \u00eenceputul anilor 2030. Conform Forumului Economic Mondial, 65% din copiii care \u00eencep \u0219coala primar\u0103 acum vor avea locuri de munc\u0103 care \u00een prezent nu exist\u0103. \u00cen e-commerce, ca \u00een \u0219ah, trebuie s\u0103 anticipezi c\u00e2teva mut\u0103ri cu ceva timp \u00eenainte!<\/p>\n<h5>Foto: printscreen din <a href=\"https:\/\/www.youtube.com\/watch?v=8cWHxd3k4gs\" target=\"_blank\" rel=\"noopener\">testele cu AI-CD \u03b2<\/a><\/h5>\n<hr \/>\n<h5><a href=\"https:\/\/www.youtube.com\/watch?v=8cWHxd3k4gs\" target=\"_blank\" rel=\"noopener\"><\/a><\/h5>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/rtb-house-inteligenta-artificiala-publicitatea-online\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>Potrivit unei analize realizate de RTB House, \u00een industria comer\u021bului online exist\u0103 v\u00e2rfuri de v\u00e2nz\u0103ri care pot fi prev\u0103zute de oameni.\u00a0Cuno\u0219tin\u021bele rezultate din studii de pia\u021b\u0103 ajut\u0103 la planificarea campanilor publicitare \u0219i la stabilirea unui nivel de costuri c\u00e2nd campaniile sunt \u00een desf\u0103\u0219urare. Totusi, comportamentul de cump\u0103rare poate fi extrem de variat \u0219i poate include multe alte criterii. Tocmai de aceea, marketingul digital de ast\u0103zi \u00eencearc\u0103 s\u0103 personalizeze comunicarea \u0219i modul \u00een care un individ cu interese \u0219i dorin\u021be specifice este targetat de anun\u021burile publicitare.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[44],"tags":[602,678],"class_list":["post-10360","post","type-post","status-publish","format-standard","hentry","category-ecommerce-in-lume","tag-inteligenta-artificiala","tag-rtb-house"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/10360","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=10360"}],"version-history":[{"count":3,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/10360\/revisions"}],"predecessor-version":[{"id":10364,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/10360\/revisions\/10364"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=10360"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=10360"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=10360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}