IBM expands operations to OTT through its AI technology IBM Watson Advertising Accelerator in partnership with Xandr

IBM, the Global IT giant, has confirmed expanding its AI technology IBM Watson Advertising Accelerator for OTT and video, developed to assist marketers in moving beyond contextual relevance. It aims to leverage AI to optimize OTT (Over-the-Top) ad creative for improved campaign outcomes at a scale not dependent on traditional advertising identifiers.

IBM is partnering with programmatic and converged video solutions specialist Xandr to help scale the adoption of Accelerator while compatible with most streaming platforms.

IBM Watson Advertising Accelerator was originally designed for display advertising, now brings AI-driven capabilities to video and OTT. It applies IBM Watson AI to process and action real-time data signals and dynamically assembles ads to serve brands improve campaigns and time-to-value three-fold.

  • Accelerator takes manual work out of a dynamic creative setup. Instead, creative assets such as different music tracks, video sequences, voice-overs, and end cards for video, are organized and fed into Accelerator.
  • It leverages Artificial Intelligence to forecast and generate impression-level ad variations. With the help of Watson Machine Learning, it analyzes cookieless data signals to predict and subsequently assemble a customized video creative for each impression based on the likelihood of a consumer converting against a KPI.
  • For OTT, the KPIs span video completion rate (VCR), various brand site actions, and app install.

These capabilities can help marketing teams test and derive audience insights from many different creative variables to improve campaign performance.

“Using Watson AI, marketers can now develop personalized OTT creative for each user and ultimately help improve campaign performance over time,” said David Olesnevich, Head of Product, IBM Watson Advertising. He said that the market requires advanced technology to help deliver optimal creativity at scale, and IBM sees AI as the solution.

“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,” said Doug Hurd, Head of Corporate Strategy and Business Development at Xandr.

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