Adrian J Cotterill, Editor-in-Chief
IBM (NYSE: IBM) this week 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. 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.
Bob Lord, SVP, 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. 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.”
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.
Tom Kershaw, CTO, Magnite said “The advertising industry is undergoing rapid change and we’re infusing AI into our platform to better equip independent publishers in a sea of walled gardens. We’re proud to stand with IBM, a company rooted in advanced technology, to deliver on the promise of an open web and solve the mounting challenges facing independent publishers.”
The press release said that these companies will have an opportunity to drive the next generation of IBM advertising technologies to help reinstate trust in the marketplace.
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