Watson (IBM’s AI Platform) to plan and buy media in the UK

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Watson (IBM’s AI Platform) to plan and buy media in the UK

Last week, it was revealed that IBM would begin using Watson, its Artificial Intelligence platform, to plan and buy media in the UK.

The tech giant, who is already using the Watson AI to make programmatic ad buying decisions in the US, is hoping to expand on its success by bringing the programme overseas. According to The Drum, Watson has already improved the performance of IMB’s online ad campaigns, with the company reporting that it has reduced their cost by click by as much as 71%. However, the average usually hovers around the 31% mark.

So, how does Watson work? Sitting within IBM’s existing media planning platform (The Trade Desk), the AI ‘learns’ how campaigns are performing for different audiences at different times. It will also take into account different the locations, devices and browsers.

In a process IBM has dubbed ‘cognitive bid optimisation’, the AI will only bid on the inventory that aligns to the given audience. The Drum also explains that it will consider “the size of an ad and how effective it will be in relation to those other factors.”

As of now, we know that the UK project will be led by Lisa Gilbert, who is IBM’s chief marketing officer in the UK and Ireland. At an Oystercatchers event on 26th January, she revealed that she had already began using Watson to buy and plan media earlier that week.

It is thought that IBM is eventually hoping to trade all of its digital media in this way.

*Image source: The Drum

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