Ozon has introduced a new automated targeting tool for media advertising, powered by machine learning. The technology analyzes anonymized data regarding a seller's existing customer base to identify common characteristics and build a profile of potential new buyers.
The system automatically selects audiences that match these profiles, allowing sellers to reach users beyond their current customer base. This process is designed to simplify campaign management by removing the need for manual audience configuration.
Despite the automation, sellers retain control over their advertising campaigns. They can manually apply additional filters to the system-generated segments, including specific parameters for age, gender, and geographic location.
According to Oleg Dorozhok, Ozon's director of marketing and monetization, the initiative aims to make media advertising more accessible to sellers regardless of their level of marketing expertise.
