Abstract

The AdTech sector has rapidly expanded due to machine learning (ML) applications enhancing digital campaigns. Supervised ML algorithms analyze vast data volumes to predict user actions, transforming ad spend, targeting, and real-time bidding. This paper explores ML’s necessity in campaign optimization for 2024 and proposes QA methods to verify ML results in AdTech. It covers advertising tactics, promotional data distribution, user classification, and targeted ad delivery, all improved by ML advancements. Various learning methods (supervised, unsupervised, reinforcement, deep learning) are described for their roles in enhancing CTR, CR, and ROI. The paper discusses A/B, multivariate, and lift measures as QA methods to ensure transparency and accountability in automated decision-making. Suggested QA techniques include data generation, bias identification, and performance measurement, alongside a multi-step validation approach supporting campaign reliability across social media, programmatic, and traditional ads. Finally, the paper addresses data protection, regulatory constraints (GDPR, CCPA), and AI ethics in personalized recommendations.

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