Recently deep learning has entered the creative space and sparked surprise by painting in style of impressionist artists or by generating music. Until now, technology was often used to support humans in their artistry, soon however we will see more and more songs, paintings and performances entirely created by machines. Online advertising provides an ideal environment for AI-based systems to enter the creative space, as the success of the creative work can be quantified by traction.
The long term vision of this Merantix lab project is to fully automate the creative generation while improving conversion. Our model, developed in collaboration with Rocket Internet, analyzes the creatives designed before they go live on Facebook and predicts their performance in terms of traffic to detect recurring patterns. In the long term, we envision that this model helps us to automatically generate creatives.
Impact of creative on performance
Estimations say that around 30% of the performance of an advertisement depends on the creative.
Number of creatives
We train our models on more than 1 M creatives to really understand what makes an creative stand out.
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