If an ad campaign is optimized by Google’s AI, what’s happening?

• The campaign is using data-driven attribution to automate tasks. The process has all the necessary data.
• The campaign is using basic tasks, then software, to automate those tasks, and the process has all the necessary data.
• The campaign is using rules-based attribution and software to achieve desired AI-friendly outcomes to influence the process and avoid optimizing for those outcomes.
• The campaign is using AI and machine learning technology to predict what will achieve the best conversion outcomes to
optimize bidding, creative, etc.

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