1. Auction-time bidding
2. Depth of signals used and cross analysis
3. Machine learning
4. Time saved
 Tailors bids to each user’s unique context, using relevant signals present at auction time (1)
 Alleviates the strain on marketing resources by automating more manual tasks (4)
 Integrates a large variety of signals and considers new ones to evaluate user intent (2)
 Algorithmically helps set the appropriate bid for each and every auction (3)

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