IBM has announced new AI-based products for brands and publishers. The products aim to help brands and publishers reach more consumers while taking into consideration user privacy. The solutions can be portal for a privacy-forward approach for marketing and the media industry. The announcement was made at the Advertising Week’s digital-first virtual event #AW2020.
IBM has said that it wants to work with industry leaders in marketing and media including Xandr/AT&T, Magnite, Nielsen, MediaMath and more to scale the use of AI in these industries. Extensions for IBM Watson Advertising Accelerator, IBM Watson Advertising Attribution, and IBM Watson Advertising Predictive Audiences are the products that were launched at #AW2020.
Bob Lord, SVP, Cognitive Applications and Blockchain, IBM said: “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.”
Extensions for IBM Watson Advertising Accelerator is a product that will enable marketing people to produce enhanced video and enhance OTT capabilities. The solution will leverage Watson Machine Learning. IBM Watson Advertising Attribution on the other hand will help marketers measure the efficacy of their spending while advertising. IBM Watson Advertising Predictive Audiences on the other hand will leverage Watson Studio to help marketers track the progress and reach consumers who exhibit similar behavior. All these products are expected to be launched in the coming months, at least in beta.