How digital marketing will evolve in the future due to predictive advertising

In order to deliver relevant advertising and capitalize on micro-moments, businesses can use real-time data and optimize their ad placement strategy. Predictive advertising is a subset of predictive analytics that uses historical data, machine learning techniques, and algorithms to accurately target audiences and optimize ad copy and media spend. Tools such as Google’s Lookalike Audience and Facebook Similar Audiences use predictive advertising to study audience behavior, anticipate customer needs, increase click-through rates, and drive business profits. They also provide additional information regarding location, age range, interests, and more.