Know My Company
How have you interacted with AI and other intelligent technologies that you work with, in your daily life?
AI is basically everywhere. It’s in customized content online like my social media feed, music recommendations, “products you may like” suggestions, and obviously targeted advertising. It then goes through various services such as Banking, Healthcare and even government services that utilize different methods of Image Processing, Speech Recognition, Anomaly Detection, Chatbots, etc. to make their services more efficient and my experience much better. AI also goes all the way to transportation, where I don’t even start my car without using AI to know the best route to take in order to avoid traffic.
How did you start in this space?
When I started my Bachelor in Mathematics and Statistics back in the day, the term ‘Data Science’ wasn’t even around. I didn’t know what type of jobs were out there for mathematicians/statisticians (other than being a math tutor!). But I found the world of data fascinating, and I actually started working as a statistician after I graduated. I also went on to earn two Master’s degrees in Statistics and Business, as well as Information Systems Management. At that point, the Data Science hype just started, and I guess I was lucky to have the right education and experience at the right time.
How do you differentiate Bidalgo from other similar service providers?
The social media marketing industry’s main challenge is to create successful advertisements. Bidalgo uses AI to enhance media buyers’ work and help them achieve the best return on their advertising. AI is at the core of our platform, from providing AI-powered actionable insights to being the only end-to-end ad automation platform in the industry. Our unique platform covers the entire advertising process, including uploading new activities and managing existing activities, all the way to achieving top-notch performance.
Powered by our AI, media buyers can manage the most important pillars of media buying, whether it’s optimizing ad creative, getting actionable insights and recommendations, or running multi-channel media buying at scale.
There might be some solutions for simple rule-based automation for specific channels, but Bidalgo is the only platform to offer multi-channel actionable insights and end-to-end autonomous media buying that helps marketers achieve better results at scale.
What is your take on the global trend of including ‘AI’ in everything’ into businesses?
I like the trend as long as the minds behind the AI make sure human rights are heavily considered. We see algorithms that discriminate based on race or gender, for example, just because the training data was biased. As data scientists, we have to know how to deal with such data issues. Privacy is obviously another big concern here, as AI systems are based on data, but the data actually belongs to people. So we have to consider ethical issues with every project we approach.
What is the role of AI in Bidalgo’s platform?
Our AI leverages advanced Machine Learning methodologies to enhance the entire media buying process and increase return on ad spend. Starting with ad creation and creative management, all the way to ongoing revenue optimization. Some of the various media buying capabilities that we automate and optimize include ad uploading, bid changes, budget allocation, outlier detection, and creative optimization. We use dynamic reinforcement learning to predict campaign performance. We also recommend the best elements and colors in creative based on deep learning and Machine Learning methods. As a result, the best creatives are identified, so marketers achieve their campaign goals. We also offer expert consulting services to provide best practices based on our dynamic client clusters. We do all that using minimal user input, so we get better results in less time.
How do you gain information on AI/ML and related topics?
Mostly online, but I also attend conferences, keep taking university courses and other workshops, and stay connected with my professional community.
What makes deploying AI so difficult?
One thing that makes AI so difficult is the wide range of ‘unique’ cases used to make predictions. But the main challenge is probably hiring brilliant talent from different knowledge areas such as Math, Statistics, Computer Science, etc.). Even once they are hired, there’s another challenge in getting them to collaborate effectively.
Could you describe a case wherein Bidalgo’s AI solved a critical part business problem?
The most common business problem that our platform solves is helping app marketers generate a higher Return On Ad Spend (ROAS) for their campaigns. To succeed in doing that they need to use effective creative and create the best campaigns at scale. Our platform solves that in a few different ways: 1. It delivers creative insights that solve the guesswork around creative and helps advertisers know which creative works better and why breaking the creative down to different high-performing and under-performing elements. 2. Our AI-powered automation allows advertisers to deploy their best creative to the best audience at scale and it’s able to deliver ~30% higher return on ad spend than non-AI-assisted campaigns.
Where do you see AI/Machine Learning and other smart technologies heading beyond 2025?
It is not unlikely to assume that in the future, beyond 2025, our world will experience another industrial revolution – the AI revolution. This revolution will have a tremendous impact on the workforce, as bots will replace customer service reps in many call centers and autonomous vehicles will replace taxi drivers, as just two examples. That’s not even mentioning other AI technologies for industries such as Education, Healthcare, Smart cities, Law enforcement, etc. We will have to think about different types of positions and industries, what types of skills we want to teach our children, and generally, we all have to learn how to adapt to the new world of AI. People will still set the course for AI — they will feed it with data and bring creativity and imagination into the mix – but many of the mundane tasks of today will be automated by AI. You can liken it to elevators in the past that were run by humans pulling levers. We can’t even imagine a situation like that today.
What AI start-ups and labs are you keenly following?
I find start-ups and labs a bit hard to follow, although some are extremely interesting. I’m mainly following all the big contributors to the industry, Google, Facebook, Amazon, etc. I really enjoy reading their blogs and publications.
What technologies within AI and computing are you interested in the future beyond what your company currently works in?
One of the main methods Bidalgo has not yet had the chance to implement is Natural Language Processing (NLP), analyzing the text in many cool ways. Simplifying text, summarizing it, getting the main sentiment, etc., is super interesting but clearly not a media advertiser’s highest priority. We place way more emphasis on creative, as it has more impact on campaign performance.
What’s your smartest work related shortcut or productivity hack?
Hiring outstanding talent was probably my best work-related shortcut. Working with amazingly smart and talented people makes work so much easier, faster, and actually way more fun.
What would have been your alternate career choice?
I probably would have gone into the world of Medicine, which I find fascinating. After all, the human body is the smartest machine ever created. So understanding its entire mechanism, while thinking about how we can improve it, would have been my next choice.
Thank you, Reenah! That was fun and hope to see you back on AiThority soon.
Reenah Nahum Muldavski is the Data Science Team Leader at Bidalgo, in charge of all data science deliveries from research to production. Reenah has deployed data science methods in various industries such as marketing tech, e-commerce, education, insurance, and finance. Using the power of data science to improve people’s lives is one of her greatest beliefs. Reenah is a graduate of The Hebrew University of Jerusalem and holds two master’s degrees focused in Statistics, Business, and Information Systems Management. She enjoys spending time with her family and friends, taking yoga and pilates classes, and last but not least, hoop dancing.
Bidalgo is the leading provider of ad automation solutions to help app marketers achieve unparalleled growth quickly, easily and profitably. The company’s SaaS platform offers the mobile industry’s only end-to-end suite of Artificially Intelligent media buying services, from uploading ads and optimizing their performance to handling real-time bid management, budget allocation and more.
As an official marketing partner of Facebook, Instagram, Google, Apple Search Ads, Snapchat and More, Bidalgo manages more than $700 million in annual ad spend for clients in gaming, consumer, delivery apps, streaming and other verticals. Bidalgo’s AI algorithm is backed by an experienced team of performance marketers, creative designers, media buyers and account managers dedicated to each client. Founded in 2010, Bidalgo has offices in San Francisco, New York, Tel Aviv, Seoul and London.