I work in a related area (prediction, though not in the AdTech market) and keep myself up to date on the literature.<p><i>Imagine you&#x27;ve traversed states A, B, and C and are predicted to be moving toward D. If state F or Z is more valuable (and can be arrived at from state D), then perhaps through several months of training you can be led to it instead.</i><p>Nothing like this exists beyond very general models. There are some mood-state models, but they are short term (people argue if hourly data is too sparse for them to be useful).<p>The general models are roughly what you&#x27;d expect: if you are 18-22 you are likely to be a student, 55+ considering retirement. I&#x27;ve never seen any research on pushing people along paths, beyond things like education ads trying to get people to take courses, job ads trying to get people to change jobs and dating ads trying to get people to change partners.<p>Whilst general models maybe possible, my suspicion is that there are too many confounding factors for them to be very useful.