{"id":8403,"date":"2025-05-06T01:09:41","date_gmt":"2025-05-06T05:09:41","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/05\/06\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/"},"modified":"2025-05-06T03:19:25","modified_gmt":"2025-05-06T07:19:25","slug":"optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/","title":{"rendered":"Optimized to Matter: The Case for Predictive ML in an Age of GenAI"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Larry Price, PhD, Head of Data Science, Koddi<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In digital advertising, relevance is easy to talk about but notoriously hard to execute. It\u2019s the difference between an ad that feels helpful and one that feels like noise \u2014 and it\u2019s a major driver of performance across the entire ecosystem.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">According to <a href=\"https:\/\/www.iab.com\/news\/consumer-privacy-research\/?utm_source=chatgpt.com\">IAB Research<\/a>, almost 90% of consumers prefer personalized ads and 87% are more likely to click on ads for products they\u2019re interested in or shopping for.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Relevance is one of the most misunderstood and underused levers in digital advertising. It\u2019s hard to define, harder to measure, and often overlooked in favor of flashier trends.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Make no mistake: generative AI is absolutely game-changing technology. It\u2019s reshaping many aspects of the industry \u2014 from how creative is produced to how content is generated and interfaces are designed. But when it comes to deciding which ad to show, to whom, and when, traditional predictive machine learning still does the heavy lifting. Generative AI will keep redefining how ads are made \u2014 but predictive ML <em>currently<\/em> determines which ads get seen. That\u2019s where ad relevance lives.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Makes an Ad Relevant?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Relevance is context-sensitive. If I\u2019m searching for tacos and see an ad for pizza, that might feel off. But if the real intent is \u201csomething quick for dinner,\u201d it might be spot-on. That nuance\u2014understanding the <em>latent intent<\/em> behind observable behavior\u2014is where ML shines.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Modern ML models can learn from browsing patterns, timing, device signals, historical interaction data, and more. The challenge is integrating all of that in real time to make a useful prediction, not just a precise one. That\u2019s why the best systems now optimize not just for clicks or conversions, but for <em>business-aware relevance<\/em>\u2014accounting for margin, inventory constraints, and downstream outcomes.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This is where experimentation matters. You don\u2019t learn what \u201crelevance\u201d really means in your ecosystem by intuition or committee. You learn it by testing hypotheses, shipping changes, and letting the market tell you what works. ML makes that loop faster and smarter.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Aligning Incentives Across the Marketplace<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Relevance is only sustainable if it works for everyone in the system: the advertiser, the publisher or retailer, and the consumer. Advertisers want return on ad spend. Publishers want yield and a quality user experience. Consumers want ads that don\u2019t feel like ads.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The best machine learning systems don\u2019t just optimize for one of those\u2014they help mediate tradeoffs between all three. For instance, models can forecast expected ROAS across different customer segments and auto-adjust bidding strategies accordingly. That leads to more efficient spend, better user experiences, and more monetizable moments.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But this only works if everyone is clear on the objective function. Too often, relevance is framed as a fuzzy concept when what we really need is sharper definitions, better metrics, and more data transparency between partners.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The (Still Underestimated) Power of First-Party Data<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">If relevance is the outcome, first-party data is the foundation. It\u2019s the most durable, privacy-safe signal we have\u2014and it\u2019s increasingly central to how retailers and platforms differentiate themselves.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Used properly, first-party data helps personalize without overstepping. It enables better targeting, smarter measurement, and more accurate predictions. But it also comes with responsibility. Every ad system needs to respect user privacy, align with regulation, and earn consumer trust. That means being transparent about what\u2019s collected and how it\u2019s used, and designing systems that work <em>even when<\/em> data is sparse.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Building for Real-Time Relevance<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Ad relevance isn\u2019t static. It shifts with user behavior, seasonality, supply and demand, and countless other factors. So our models\u2014and our infrastructure\u2014need to evolve with it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A robust relevance system should:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\r\n \t<li>Score ads in real time for every auction<\/li>\r\n \t<li>Refresh frequently to adapt to market dynamics<\/li>\r\n \t<li>Support modular experimentation for model variants, objectives, and ranking logic<\/li>\r\n<\/ul>\n<p class=\"wp-block-paragraph\">Yes, this requires real investment in infra\u2014model serving, feedback loops, observability\u2014but it pays off in performance, agility, and strategic control.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Don&rsquo;t Let the Spotlight Fool You<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Generative AI is having a well-earned moment. It\u2019s opening up new possibilities and accelerating how we build, test, and deliver content. Behind the scenes, predictive machine learning remains essential \u2014 especially when it comes to decisions about which ads get shown, to whom, and when.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As the industry evolves, the most effective platforms won\u2019t choose between generative and predictive models \u2014 they\u2019ll find the right role for each.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>As the industry evolves, the most effective platforms won\u2019t choose between generative and predictive models \u2014 they\u2019ll find the right role for each.<\/p>\n","protected":false},"author":7,"featured_media":8404,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[17],"topics":[2],"class_list":["post-8403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-ai","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Optimized to Matter: The Case for Predictive ML in an Age of GenAI | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimized to Matter: The Case for Predictive ML in an Age of GenAI\" \/>\n<meta property=\"og:description\" content=\"As the industry evolves, the most effective platforms won\u2019t choose between generative and predictive models \u2014 they\u2019ll find the right role for each.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-06T05:09:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-06T07:19:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Optimized to Matter: The Case for Predictive ML in an Age of GenAI\",\"datePublished\":\"2025-05-06T05:09:41+00:00\",\"dateModified\":\"2025-05-06T07:19:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/\"},\"wordCount\":751,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/05\\\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png\",\"keywords\":[\"AI\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/\",\"name\":\"Optimized to Matter: The Case for Predictive ML in an Age of GenAI | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/05\\\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png\",\"datePublished\":\"2025-05-06T05:09:41+00:00\",\"dateModified\":\"2025-05-06T07:19:25+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/05\\\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/05\\\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\\\/8403\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Optimized to Matter: The Case for Predictive ML in an Age of GenAI\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Optimized to Matter: The Case for Predictive ML in an Age of GenAI | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/","og_locale":"en_US","og_type":"article","og_title":"Optimized to Matter: The Case for Predictive ML in an Age of GenAI","og_description":"As the industry evolves, the most effective platforms won\u2019t choose between generative and predictive models \u2014 they\u2019ll find the right role for each.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/","og_site_name":"AW360","article_published_time":"2025-05-06T05:09:41+00:00","article_modified_time":"2025-05-06T07:19:25+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Optimized to Matter: The Case for Predictive ML in an Age of GenAI","datePublished":"2025-05-06T05:09:41+00:00","dateModified":"2025-05-06T07:19:25+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/"},"wordCount":751,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png","keywords":["AI"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/","name":"Optimized to Matter: The Case for Predictive ML in an Age of GenAI | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png","datePublished":"2025-05-06T05:09:41+00:00","dateModified":"2025-05-06T07:19:25+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/Optimized-to-Matter-The-Case-for-Predictive-ML-in-an-Age-of-GenAI.png","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/optimized-to-matter-the-case-for-predictive-ml-in-an-age-of-genai\/8403\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Optimized to Matter: The Case for Predictive ML in an Age of GenAI"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/8403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=8403"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/8403\/revisions"}],"predecessor-version":[{"id":16692,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/8403\/revisions\/16692"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/8404"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=8403"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=8403"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=8403"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=8403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}