BIMA Awards

Data: Innovation | Genetic Algorithm

by Brainlabs for Which? Magazine

Project information

Which? Magazine sells retail product reviews and have done for over 50 years. They produce hundreds of thousands of product reviews each year as new product lines are released. Brainlabs used the theory of Natural Selection to create the Genetic Algorithm – the first ever of its kind to be used in an advertising context – to make Which?’s account brutally efficient. Taking full advantage of Brainlabs’ tech wizardry, their programmers created the algorithm to fully automate the process; finding the best possible keyword bid, for instance, by trialling every possibility faster than ever a supercomputer could.