Brands waste billions of dollars on assumptions to target campaigns. Most are based on correlation signals, but if someone misunderstands how one event can lead to another, the entire decision-making process becomes flawed.

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Causal artificial intelligence (AI) is the next chapter in accountable and predictable ad targeting. It’s the way advertising should work, because it’s not about lumping consumers into audience segments and guessing an ad will trigger a conversion. It’s about knowing and understanding why the ad worked.

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That reasoning became the backbone of Becausal, which launched Monday, rebranded from Scanbuy’s former data business. The company plans to set new standards for accountability and performance supported by AI. The technology aims to solve longstanding challenges of audience data transparency and integrity by optimizing campaigns for brands through two offerings: ExtendedAudiences and AuditableAI.

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Read the full article on MediaPost: https://www.mediapost.com/publications/article/405390/causal-ai-supports-ad-targeting-through-divestitur.html