This article is written by Appier co-founder and CEO Chih-Han Yu.
The world is full of complex decisions and challenges that require resources to address adequately. This is as true of nature as it is of marketing. As the digital advertising market grows at a staggering rate, the complexities of decision making for marketers are also multiplied.
Big Data, one of the most important factors in the marketing world and elsewhere has become extremely crucial. Access to large sources of information present a challenge and an opportunity – whoever can make the most effective and timely use of Big Data to tackle our challenges will emerge as the leader. Making these accurate, real-time decisions, however, can be very resource intensive.
In fact, humans and machines have the potential to work together to face these challenges in an efficient manner, with humans directing the strategy and high-level planning, and machines helping to deal with the execution by handling numerical, real-time, multi-dimensional processes that help humans make decisions.
In the nature world, we see how resources are used in a highly efficient manner through autonomous systems. Biological mechanisms are the most amazing machines. These biological machines, like our cells and organs, make a lot of real-time smart decisions to accomplish complex tasks. Successful examples of the application of biological mechanisms include automated manufacturing and distributed robot systems.
Appier leverages the biological mechanism model to manage the complexity of cross-screen marketing. By harnessing the power of AI and Big Data, Appier’s proprietary AI solutions and smart machines can automatically learns from every new incoming piece of information collected from the ongoing marketing campaigns. It can make instant intelligent decisions, track campaign’s performance, effectively find the most valuable audiences in real-time and deliver continuously improved results for marketers.
As new devices, from mobiles to tablets to wearables are emerging at an incredible speed, marketers are in need of cross-screen marketing platforms to meet their campaign optimization needs. The cross-screen marketing solution Appier has built allows business to reach their target audiences with full versatility across multiple screens and to deliver more effective results, faster decisions and actions, and at the highest ROI.
Globally, skilled data analysts are in high demand and short supply, and this is where the development of AI for optimized ad delivery will easily surpass the “human solution”.
Chih-Han Yu is the CEO and Co-founder of Appier, a technology company offering next generation cross-screen marketing solutions to advertisers across the globe. Leveraging the power of Artificial Intelligence and Big Data, Appier delivers the right marketing content to the right audiences at the right time on the right screen. Before Appier, Chih-Han was a researcher at the Wyss Institute, Harvard Medical School, and obtained his doctorate degree in Artificial Intelligence from Harvard. Prior to this, he earned a master’s degree from the Stanford AI Lab. He has authored tens of research articles in the fields of AI and machine learning, and has been awarded two US patents. His doctoral thesis was nominated as best thesis of the year in the field of multi-agent AI.