IBM has launched its Universal Behaviour Exchange (UBX), designed to speed up the transfer of data and insights between channels such as email, social and programmatic display. IBM has 15 marketing and ad tech launch partners who are connected to UBX, it hopes to take this number to 125 partners by 2016. The company is also working with a consortium of advertisers on an initiative called “Connected Ads,” which will allow marketers to target ads based on user behavior across multiple channels. be it email or Facebook, and we want all of these to inform each other.”
IBM has launched its Universal Behaviour Exchange (UBX), designed to speed up the transfer of data and insights between channels such as email, social and programmatic display. IBM has 15 marketing and ad tech launch partners who are connected to UBX, it hopes to take this number to 125 partners by 2016. Speaking about its launch, Head of Development for UBX, Kevin Dunn said, "when you view a display ad, it’s very likely the audience is susceptible to other messaging, be it email or Facebook, and we want all of these to inform each other.”