IBM announced three new ad tools to add to its growing suite of AI solutions for brands and publishers that don’t rely on cookies and trackers. The new capabilities are designed to allow brands to reach customers while maintaining their privacy.
The tech giant intends to work with industry leaders like Xandr/AT&T, Magnite, Nielsen, MediaMath, LiveRamp, and Beeswax to help accelerate the use of AI in the digital ecosystem. The IBM Watson Advertising suite of solutions leverages AI to help clients make informed, data-based decisions. It would expand the suite by adding a host of new capabilities. This includes ad attribution, video and over-the-top (OTT) creative, and audience prediction.
– Expansion for IBM Watson Advertising Accelerator: IBM is expanding its advertising accelerator that uses AI. It enables marketers to understand which creative content performs best, and now includes video and OTT platforms.
– IBM Watson Advertising Attribution: The company is launching a beta solution in the coming months. It will allow marketers to precisely quantify the efficiency of their advertising spend while understanding performance drivers.
– IBM Watson Advertising Predictive Audiences: This tool will help reach consumers that show similar behaviors.
The new AI-powered advertising products are an alternative to conventional cookies and trackers. Soon, Google will withdraw the support for such identifiers. Bob Lord, SVP, of Cognitive Applications, and Blockchain, IBM said,
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,
We believe AI will be the ‘backbone’ of the new era as the industry prepares for the next generation of advertising. 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.
IBM is working towards a new ecosystem to accelerate AI adoption and in advertising that would bring together existing collaborators like Neilson and MediaMath as well as new partners like Xandr/AT&T and Magnite, with whom IBM is negotiating definitive agreements. The companies can help to reinstate trust and transparency in the marketplace with the next generation of IBM advertising technologies.
As quoted in Adweek, MediaMath CEO Joe Zawadzki said,
You think about sort of the conditions that led AI to become prevalent in finance, for example, like what needed to be true—the the idea that markets get big enough, that automation is available enough.
I think you’re seeing the same conditions for AI in advertising, where it’s gone from sort of experimental and on the side to mission critical for people to figure this out.