Why has the ads ecosystem seen an increased need for machine learning?

The ads ecosystem has seen an increased need for machine learning primarily because a confluence of factors—rising user expectations for privacy, stricter privacy regulations (like GDPR and CCPA), and technological shifts (such as browser restrictions on cookies)—have significantly impacted the ability to accurately measure campaign performance. Machine learning offers sophisticated methods to analyze complex, anonymized data sets and make predictions, helping to bridge the measurement gap created by these changes. While Chrome's cookie announcement is a significant technological change, it's a symptom of the broader trend, not the sole cause. Marketers and data scientists using machine learning are responses to this need, not the underlying reason for the need itself.