30-second summary:
- Predictive advertising is a subset of predictive analytics that uses historical data, ML techniques, and algorithms to accurately target audiences and optimize ad copy and media spends.
- Tools like 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.
