Why Less Can Matter More When Brands Seek Consumer Engagement: IBM’s Hammer

ORLANDO—For brands trying to engage with consumers, “making less matter more” is a much better business strategy than simply creating tons of content and not being channel-specific in the process, says IBM Chief Content Officer George Hammer. “I don’t think we should try to mimic business models that aren’t necessarily thriving,” Hammer adds in this […]

 
 

Blockchain Can Shine A Light On Ad Supply Chain: IBM’s Andrews

A blockchain is a public, distributed, anonymised ledger of transactions that is supremely trackable and traceable. It is the technology that underpins digital currencies like Bitcoin – but, in theory, those “transactions” don’t have to be monetary. Over the last year, businesses of all kinds have explored the potential it offers to record every action and modification […]

 
 

Blockchain ‘Will Improve Quality Of Agency Life’: Cannes Panel

CANNES — A lot of industry insiders are talking these days about how the traditional ad agency is dying. That may or may not be true, depending on your persuasion. But a 2018 intervention by new blockchain technology could at least improve the quality of agencies’ lives in the foreseeable future. That was the hope […]

 
 

Blockchain Will Be Fast Enough To Manage Digital Ads: IBM’s Rangaiah

The technology used to process cryptocurrency doesn’t need to be particularly fast. At peak, there were barely 500,000 global Bitcoin transactions per day. When you think about using the same technology for digital ad management, however, it becomes clear that the infrastructure would need to cope with tens of millions of transactions per second. Many people […]

 
 

Brands Conflicted As Omni-Channel Beasts: IBM’s Bitterman

CANNES — The gleaming, shimmering advertising future is one in which brands and buyers know which devices their target consumers are using and can plan to buy just the right amount of inventory across each to make a campaign tick. But, despite years of talk about “omni-channel” marketing, the truth is – for many – […]

 
 

New Blockchain Ad Consortium Debates An End To Ad ‘Inertia’

CANNES — Worries from ad buyers and sellers over how portions of their money get siphoned off by ad-tech platforms have prompted an “inertia” in which players have become reticent to try new tools. But a panel of industry executives convened by Beet.TV debated how blockchain technology could usher in a new era of transparency […]

 
 

Unilever’s Blockchain Goals: Clearer Ecosystem, Better Business Decisions

CANNES – Rob Master is excited about the promise of transparency, visibility and measurement for Unilever as it helps to pioneer a blockchain consortium with IBM and Mediaocean. To him, it’s all about prioritizing dollars. “The digital ecosystem is fraught I think, as we’ve all seen with a host of challenges,” says the VP of […]

 
 

ROI Measurement Proves ‘We’re An Investment, Not A Cost’: AT&T’s Carter

CANNES – While bigger can imply better when it comes to media scale, it doesn’t shield you from challenges like audience fragmentation and the “murkiness” of the digital advertising ecosystem. So while AT&T recently upped its vertical integration game with the acquisition of Time Warner, it’s as enthusiastic as smaller companies to see various industry […]

 
 

IBM Watson’s Seifer On How Agencies Can Embrace Blockchain

CANNES — After transparency, back-handers and disintermediation by platforms, next on the list of challenges facing media agencies is blockchain. Or, is it? A blockchain is a public, distributed, anonymised ledger of transactions that is supremely trackable and traceable. It is the technology that underpins digital currencies like Bitcoin – but, in theory, those “transactions” don’t have to […]

 
 

Mediaocean’s Sampath Explains The Role Of Blockchain In Media Transactions

CANNES — Even before digital media came along, it was a chore to reconcile buys across radio, print, television and other media while monitoring discrepancies and make-goods. Throw in the dizzying complexity of digital media transactions and it’s no wonder that marketers like Unilever are embracing blockchain technology. “What blockchain does is create a single […]

 
 

Transparency, Interoperability, Faster Reconciliation Focus Of Mediaocean/IBM Blockchain

CANNES — The blockchain consortium solution recently unveiled by Mediaocean and IBM’s iX agency could reduce the margins of many adtech players, but they might realize big gains as a result of an improved system, says Mediaocean CEO Bill Wise. And while blockchain technology in the advertising world is typically associated with digital media, the […]

 
 

IBM, Mediaocean Scale Blockchain Offering For Unilever, Other Brands

CANNES – This week, we have already seen how blockchain infrastructure can help ensure the integrity of pork and mango supply chains. Now what could it do for advertising? A lot, according to ad-tech firm Mediaocean and IBM’s iX agency. They have partnered to launch what they are calling “a blockchain consortium for the digital […]

 
 

Facebook Backlash Won’t Change Consumer Behavior: IBM’s Bitterman

The #DeleteFacebook campaign may have reached fever pitch – but Facebook’s Q1 daily active users were up 13% over the previous year. With performance like that, it is enough to make observers wonder, did the Cambridge Analytica scandal even happen? That scandal, coupled with Europe’s new GDPR legislation, has put the digital marketing industries on […]

 
 

Wavemaker’s ‘Principal And Defining Obsession’ Is The Purchase Journey: CEO Tim Castree

Few people would contend that the modern consumer journey leading to purchases of products and services is easy to understand. But for Wavemaker, it’s a distinct way to both differentiate itself from other agencies while helping brand marketers cope with fragmentation and focus on optimizing the right things. This is why Wavemaker’s “principal and defining […]

 
 

IBM Watson Advertising: Traditional Publishing, ‘A Lot of New Data And Technology Assets’: Jeremy Hlavacek

PALM SPRINGS, Calif – Imagine an advertising agency that creates its own data and technology, produces video content and sells ad inventory in that content and you’ve got IBM Watson Advertising. So it’s in a unique position to actually help clean up the digital ecosystem. Like many in the industry, Watson Advertising believes there are […]

 
 

IBM, MediaMath Craft Partnership For Futuristic Infrastructure And Cognitive Bidding

COLOGNE – Despite the many innovations birthed by the advent of digital marketing, there’s still much to be done to deliver ads to people that don’t annoy them. This is why IBM and its Watson artificial intelligence assets are teaming up with demand-side platform pioneer MediaMath to create an infrastructure that supports cognitive bidding. The […]

 
 

IBM’s Lord On Coffee & The Three Flavors Of Customer Value

Modern brands can only get on to people’s radars if they provide value – but, in a modern market, there is more than one kind of value. Customer data is the key to understanding what prospects and customers want from a brand – and that should inform how brands talk with them, according to IBM […]

 
 

IBM’s Watson Turns Dark Data Into Ad Gold, Bob Lord Says

When IBM engineers developed their artificial intelligence engine Watson to compete in the TV game show Jeopardy! 10 years ago, they may not have expected that it would, one day, also help power the targeting of TV and other ads. But that is now the prospect Big Blue finds itself with, now that Watson is being […]

 
 

Could Blockchain Improve Advertising Transparency? IBM’s Rangaiah Thinks So

CANNES – Who would ever have thought that the world’s biggest festival for celebrating creativity in marketing would have ended up discussing artificial intelligence, blockchain and cognitive technologies? Those were some of the trends on the lips of ad execs as Cannes Lions got underway early this week – but how could they help advertisers? […]

 
 

IBM’s Watson Helps Media Companies See Inside Video

LAS VEGAS — Could machine learning technology help advertisers control whether or not to buy an ad on controversial videos? Software advances suggest that may happen soon. So far, video has remained a black box – what little data there is about its content and context tends to be added manually and is partial. But now the machine learning titans have […]

 
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