IBM announced three new products to add to its growing suite of AI solutions for brand and publishers. The new capabilities are privacy-forward and designed to allow brands to reach consumers while considering user privacy. IBM intends to work with industry leaders, including Xandr/AT&T, Magnite, Nielsen, MediaMath, LiveRamp and Beeswax to help scale the use of AI across the industry. The announcement was made this morning at Advertising Week’s digital-first virtual event #AW2020.
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“While the advertising industry strives to re-emerge strong from the global economic and societal issues we faced this year, it’s also deep in the throes of a major transformation with changes to mobile identity, certain elimination of third-party cookies, compliance and regulatory shifts and increased demand for trust and transparency,” said Bob Lord, SVP, Cognitive Applications and Blockchain, IBM.
He added: “We believe AI will be the ‘backbone’ of the new era as the industry prepares for the next generation of advertising. We’re using AI to help solve problems across the advertising industry, just like IBM has in countless other industries like Healthcare, Financial Services and Retail. Our work will be a step forward in our evolution to meet the advertising industry’s upheaval, and we are proud to help the advertising industry advance with the value of AI.”
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The IBM Watson Advertising suite of solutions leverages AI to help clients make informed, data-based decisions. Expanding on recent additions to the suite, including Watson Advertising Accelerator, Watson Advertising Social Targeting with Influential and Watson Advertising Weather Targeting among others, the planned AI-enabled capabilities include:
- Extensions for IBM Watson Advertising Accelerator: Enhanced video and OTT capabilities available in the coming months that are expected to leverage Watson Machine Learning, to help enable marketers to pivot video advertising creative based on individual user reaction.
- IBM Watson Advertising Attribution: Beta Solution available in the coming months that leverages Watson Machine Learning, which allows marketers to accurately quantify the efficacy of their advertising spend while understanding intent and performance drivers.
- IBM Watson Advertising Predictive Audiences: Solution leverages Watson Discovery, to help enable marketers to progress beyond ‘look-alike’ to ‘do-alike’ segments in a privacy-forward format to reach consumers that exhibit similar behaviors.
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