Google Calls Its Smart Ad Relevance System ?Smart Ass? (Yes, Seriously)

What's the best thing that I (and others) learned at D10 this year? (Other than the fact that Steve Jobs used to own a peacock, of course.) Onstage at D10, Google SVP of Advertising ?Susan Wojicicki revealed, in answering Walt Mossberg's question about the sad state of ad relevancy, that Google calls its machine learning smart ad targeting technology "Smart Ass" internally. Aside from those self-driving cars, this is probably the coolest thing happening at Google at the moment. Wojicicki then?told Mossberg that a "huge amount" of Google engineers were working on improving "Smart Ass," "There are all kinds of amazing things on the Web. Advertising is not one of them," she said. "Display ads are very crude, there is a really high CPM price for the value being extracted.

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