IBM to launch attribution, video, and audience products in partnership with DSPs

IBM this week announced the launch of 3 products in ad tech. IBM says the products are AI solutions for brands and publishers, and it is working with Xandr/AT&T, Magnite, Nielsen, MediaMath, LiveRamp, and Beeswax to launch them. IBM owns The Weather Channel, one of the top 100 websites in the world.

The products are IBM Watson Advertising Accelerator, that helps advertisers to pivot video advertising creative based on individual user reaction, IBM Watson Advertising Attribution, that helps advertisers to quantify the efficacy of their advertising spend while understanding intent and performance drivers, and IBM Watson Advertising Predictive Audiences, that helps advertisers to progress beyond 'look-alike' to 'do-alike' segments in a privacy-forward format to reach consumers that exhibit similar behaviors.

According to IBM, the 3 ad tech products will be available in the coming months.

"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.

"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,” he added.