Moving forward, Adhese is adding AI in the decision process. Both Machine Learning as Reinforcement Learning will be used to explore how contextual data can lead to revenue optimizations. The self-learning component is worked out in cooperation with the University of Ghent (IDlab).
The approach allows Adhese to extract knowledge from available and GDPR-compliant data in an online ad setting with end-users, advertisers, publishers, DMPs, SSPs, DSPs and Ad exchanges. Based on such knowledge, a publisher can instruct the ad-server to select the most lucrative ad at the lowest costs. Moreover, the flexibility of the software allows for many more types of optimizations in the ad value chain.