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@Mike Perla You should start from a question, then see if the data can help you answer the question. For instance (I'm brainstorming as I don't know at all what you may be interested in) you could try to predict from ad exposure who will click on them. This is called click through prediction, and is a very well know use case for machine learning. ONce you have that, then you can select which ad to show to a given visitor.