Jaysen Gillespie — Global Head of Analytics and Product Marketing, RTB House
Published:
The prior generation of tool, which I’ll call machine learning more broadly, mostly focused its learning from the moment an ad was shot. That’s great. That teaches you a lot about which ads get clicked and convert, but it doesn’t teach you anything about that, which is incremental, because it doesn’t do a detailed study of the kind of people who don’t get ad exposure and what their behavior is like.
What does Jaysen Gillespie say on The Agile Brand with Greg Kihlström?
Jaysen Gillespie, Global Head of Analytics and Product Marketing, RTB House, says: In this interview Jaysen Gillespie of RTB House discusses how economic uncertainty and generative AI are reshaping performance marketing by lengthening and widening the consumer research cycle. He argues marketers must optimize for AI-powered discovery, shift from machine learning to deep learning to prove incrementality, and adopt LLM-driven contextual targeting as a privacy-first approach. The conversation stresses cross-functional collaboration, agility, and technology that demonstrates causal business impact.
From: The Agile Brand with Greg Kihlström
Cite as: Jaysen Gillespie. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jaysen-gillespie-the-prior-generation-of-tool-which-ill-call-machine-learni