Translated with AI from the Russian original.
Algorithms analyze anonymized customer data and automatically select an audience with similar characteristics
Ozon has launched automatic targeting for sellers' media advertising campaigns. The machine learning-based technology identifies users who are most likely to be interested in a particular business's products.
The algorithms analyze anonymized data about the seller's customers, identify common audience characteristics, and form a segment of users with a similar profile based on them. After that, the system independently determines who to show advertising materials to.
Automatic audience selection allows attracting users outside the existing customer base. At the same time, the seller can additionally restrict display parameters by gender, age, and geography.
Ozon notes that previously, sellers had to independently choose target segments for media campaigns. Now, this task is performed by an algorithm, focusing on the characteristics of existing customers.
