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Automated Ad Optimization — Closed-loop Activation

Concept​

Translate MMM insights into weekly/daily budget changes across channels and campaigns, balancing exploration vs. exploitation.

Loop​

  1. Collect performance + controls
  2. Train/evaluate MMM
  3. Compute optimal budgets
  4. Activate via Ads APIs
  5. Monitor outcomes and learn

Safety​

  • Guardrails: spend bounds, learning-phase respect, anomaly detection
  • Holdouts and uplift tests for causal validation

UX​

  • Scenario UI with sliders and constraints
  • Explainability: show marginal ROAS and expected impact