AI To Power a More Responsible Media Ecosystem: IBM Watson Advertising’s Randi Stipes & GroupM’s Kieley Taylor

Some of the biggest problems in the world right now are all about very human failings. So why leave it to machines to find a solution? In this video interview with Beet.TV, two executives discuss how artificial intelligence can come to the rescue of troubles in media and marketing: Randi Stipes, Chief Marketing Officer of […]

 
 

AI Can Boost Ad Transparency In Age Of First-Party Proliferation: IBM’s Hlavacek

The waning of digital ad identifiers like cookies and Apple’s IDFA is prompting a new focus on advertisers and publishers gathering first-party audience data. Whilst it may seem easier to manage that direct, there is a school of thought that it is actually going to make things rather complicated. In this video interview with Beet.TV, […]

 
 

Transparency In The Age Of Complexity: Execs from ANA, 4A’s, IBM Watson Advertising, GroupM and MediaMath

Does it ever feel like your new digital super powers actually make your life more complicated? A growing number of marketers are coming to that conclusion. In Beet.tv’s Responsible Media Global Forum with GroupM and the 4As, plus with IBM Watson Advertising, MediaMath, Nielsen and Pubmatic, a series of guest speakers wrestled with balancing the […]

 
 

AI Will Drive Creative Advertising with Consumer’s Privacy and Preference: Execs from Mindshare, MediaCom, Wavemaker, Xaxis and IBM Watson Advertising

In the emerging age of “responsible media”, you could be forgiven for thinking that marketers would want to exert more human control over production and placement. But, increasingly, artificial intelligence algorithms are proving they can restore the primacy of ad creative. That is what a host of industry executives discussed when they gathered on June […]

 
 

AI Helps Brands Re-Focus On Creative: IBM’s Redmond

So many in the industry have become accustomed to utilizing data-driven software for optimizing outcomes in performance-driven marketing. But, for one man, that overlooks the latent promise of data to improve the initial awareness at the point brands first meet audiences. In this video interview with Beet.TV, Robert Redmond, IBM Design Principal, Head of AI […]

 
 

AI is Building Ad Creatives On The Fly: IBM’s Olesnevich explains

At this point in the evolution of online video and connected TV advertising, many people have heard of dynamic creative optimization (DCO), or dynamic versioning – the practice of creating different permutations of ads from a a library of raw creative elements. But, whilst many of the methods for achieving DCO rely on simple rules […]

 
 

The Cookieless Cookie Co.: How Mondelēz Went All-In For Consumer Data

It may be one of the world’s largest snack companies, with brands like Cadbury, Milka and Oreo. But, when it comes to digital marketing, Mondelēz faced two big challenges: As a consumer packaged goods (CPG) company, retailers and not Mondelēz own the data about its customers. The looming deprecation of digital identifiers like third-party cookies […]

 
 

IBM Bringing AI to Programmatic Ecosystem with New Partnerships

Advertising stands to be rebooted by advances in artificial intelligence – but the industry must re-learn practices to embrace the power of machine learning. That’s the view of Jeremy Hlavacek, chief revenue officer of IBM Watson Advertising. The division of IBM leverages the company’s Watson intelligence engine on advertising use cases. In this video interview with […]

 
 

The Origin Of Source: IBM’s Brandolino On MediaMath’s Search For Transparency

“Big Blue” wants to pull advertising out of the darkness. IBM isn’t just operator of Watson, the AI engine being used to make advertising more efficient – it is also a big ad buyer in its own right. In this video interview with Beet.TV, Richard Brandolino, Head of Marketing Innovation and Programmatic Media at the […]

 
 

AI, Advertising & The Identity Era: IBM’s Bachstein

You don’t need an algorithm to tell you the US west coast is ablaze this week – but the advertising business, too, is being set alight. Opt-in privacy legislation, deprecation of third-party cookies and Apple ripping up the fabric of iOS ad tracking all pose a threat to the norms of digital ad targeting. Sheri […]

 
 

Removing Cookies Cleans Up Ads: IBM Watson’s Carr

The end of the cookie era poses a big challenge to marketers that have historically used the tiny client-side files to track their audiences. But the emergence of multi-device user modalities had already posed a challenge to that method, and to brands that wanted to gain a holistic understanding of consumers’ cross-platform identity. In this […]

 
 

IBM’s Rangaiah on Moving Beyond Advertising to Customer Experiences

ORLANDO – Think of the last best experience you’ve had. According to Babs Rangaiah, executive partner of marketing solutions for the Interactive Experiences unit of IBM, this last-best becomes the minimum expectation for future experiences of a similar kind. Rangaiah uses E-ZPass as an example of how quickly customers’ expectations can change. “Once E-ZPass was […]

 
 

IBM’s Hammer: A Brand Is a Great Place for Creatives

ORLANDO – The recruiting and training process on IBM’s marketing team doesn’t necessarily target those with a traditional marketing background, according to chief content officer George Hammer. In an interview with Beet.TV, Hammer explained how hiring creatives of all backgrounds can yield more meaningful results. Hammer describes how the evolving roles of a marketer are […]

 
 

Could Blockchain Track TV Content? IBM’s Rangaiah Thinks So

We already know that IBM is building a blockchain for media buying. But could the technology also help companies understand the truth and the reach of content? At Cannes Lions, IBM and Mediaocean announced “a blockchain consortium for the digital media supply chain,” along with Unilever, Kellogg and Kimberly-Clark. A blockchain is a public, distributed, […]

 
 

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 […]

 
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