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http://brain.sg/article/google-avoids-serving-repeat-ads-with-machine-learning-308583
Brain - Google avoids serving repeat ads with machine learning
Key Highlights

This makes it difficult for advertisers to show a variety of ads to those users, rather than

Google will use machine learning to manage how frequently an ad is shown to a user when third-party cookies are blocked by users

Advertisers typically pay on a "cost per click" basis, but "cost per mille" (where the advertiser pays for every 1,000 times an ad is displayed) isn't unheard of, so showing the same ad to the same user can be a waste of money

Advertisers typically pay on a "cost per click" basis, but "cost per mille" (where the advertiser pays for every 1,000 times an ad is displayed) isn't unheard of, so showing the same ad to the same user can be a waste of money

It will first come to the Display & Video 360 advertising platform, and will later be a feature for display ads

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