Artificial Intelligence (AI) | Definition
Artificial intelligence (AI) represents the technological foundation that enables machines to simulate human cognitive functions—reasoning, learning, recognizing patterns, and decision-making. For adtech/martech professionals, AI has evolved from futuristic concept to essential infrastructure, powering everything from programmatic ad buying to real-time personalization engines.
AI is able to automate complex campaign optimizations that would be impossible for marketers to execute manually. With today’s privacy-first marketing ethos, AI enables sophisticated audience analysis and targeting without relying on third-party identifiers. Modern marketing stacks leverage AI for predictive customer lifetime value modeling, dynamic creative optimization, and cross-channel attribution—transforming how brands understand and engage audiences at scale.
Strategic implementation requires careful consideration of data infrastructure and integration capabilities. Cutting-edge platforms such as Kochava leverage AI-ready data architecture to unify customer touchpoints across channels, enabling AI systems to deliver actionable insights rather than piecemeal analytics. Thoughtful AI deployment can lead to improved conversion rates, reduced customer acquisition costs, and enhanced customer lifetime value.
How Does Kochava Leverage AI?
Here are key Kochava tools and capabilities that leverage artificial intelligence (AI) to the benefit of marketers and adtech professionals:
Kochava AI-Powered Ad Fraud Prevention
Kochava utilizes AI and advanced machine learning to analyze billions of data points across millions of marketing campaigns every day in order to detect and block ad fraud. The result is millions of dollars in annual savings for some of the largest brands in the world. Learn more about Kochava AI-powered ad fraud prevention here.
Kochava AI-Powered Keyword Intelligence & Search Campaign Automation
Kochava leverages AI to generate keyword recommendations across regions and languages for marketers to diversify and optimize growth on Apple Ads. Further, AI and machine learning operate within Automation Studio to automate everything from bid management and ad spend reallocation to campaign optimization and keyword testing. Learn more about AI-powered keyword intelligence and campaign automation here.
Kochava AI-Powered Advertising Measurement
- MMM: Kochava offers advertisers a next-generation marketing mix modeling (MMM) platform utilizing predictive AI to make planning recommendations that maximize marketing spend efficiency. Kochava MMM models are trained weekly and refresh recommendations daily for up-to-date responses to marketing mix changes. The models do not rely on PII data, preserving privacy by correlating different outcomes to marketing spend. Learn more about AI-powered MMM here.
- Predictive Churn: Kochava predictive models help marketers identify audiences likely to churn—enabling reengagement triggers that optimize retention and customer lifetime value. The AI-powered models analyze customer behavior within a user’s first 7 days post-acquisition to calculate the possibility of churning by D38 post-install. Learn more here.
- Advanced Incrementality Studies: Kochava Foundry offers advertisers custom-built predictive AI models to measure the incrementality of different marketing mix channels against various goals. These models helped McDonald’s Australia optimize targeting on Spotify, leading to an 8.7% increase in in-app registrations. (See case study)