IBM recently announced three new products to add to its growing suite of AI solutions for brands and publishers. The new capabilities are privacy-forward and designed to allow brands to reach consumers while considering user privacy. The announcement was made at Advertising Week’s digital-first virtual event #AW2020.
“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.
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 Studio, 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.
A New Ecosystem to Accelerate AI Adoption and in Advertising
IBM plans to bring its toolset to industry leaders including Xandr/AT&T, Magnite, Nielsen, MediaMath, LiveRamp and Beeswax to help make it accessible across the advertising ecosystem. The companies will have an opportunity to drive the next generation of IBM advertising technologies to help reinstate trust in the marketplace.
IBM Watson can offer increased AI capabilities for businesses across language, automation and trust.
The planned capabilities from IBM Watson Advertising will be designed to help infuse trust and transparency into the advertising ecosystem. IBM is negotiating definitive agreements with Xandr/AT&T and Magnite.
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