IBM recently announced the expansion of IBM Watson Advertising Accelerator for OTT and video, designed to help marketers move beyond contextual relevance alone.
Accelerator aims to leverage artificial intelligence to dynamically optimize OTT ad creative for improved campaign outcomes at scale, not dependent on traditional advertising identifiers. While compatible with most streaming platforms, IBM is partnering closely with Xandr, an industry leader in programmatic and converged video solutions, to help scale adoption of Accelerator.
IBM Watson Advertising Accelerator allows brands to tailor ads at the individual impression level, enabling personalization to the viewer in the moment with the goal of improving campaign outcomes for brands, translating into a win for consumers, platforms and advertisers.
Originally designed for display advertising, IBM Watson Advertising Accelerator now also brings powerful AI-driven capabilities to video and OTT campaigns. It uses IBM Watson AI to process and action real-time data signals and to dynamically assemble ads to help brands improve campaigns and time-to-value three-fold.
Doug Hurd, Head of Corporate Strategy and Business Development at Xandr
The fragmentation of media consumption habits in an evolving identity landscape underlines the need for intelligent, data-driven technology solutions. Xandr and IBM's first-to-market capability will power more relevant ad experiences in Converged Video, Connected TV and OTT environments for brands, publishers and consumers alike.
David Olesnevich, Head of Product at IBM Watson Advertising
Using Watson AI, marketers can now develop personalized OTT creative for each user and ultimately help improve campaign performance over time.
