IBM is using its artificial intelligence programme, Watson, to plan and buy media from The Trade Desk platform in the US, following a successful 18-month rollout in the UK. Watson analyses data about a campaign's efficiency according to audience, location, devices and browser. The technology also uses what the firm calls "cognitive bid optimisation" to bid solely on inventory which aligns with particular audiences. IBM said Watson had reduced cost-per-click by an average of 31% in its UK trials.
IBM is using its artificial intelligence programme, Watson, to plan and buy media from The Trade Desk platform in the UK, following a successful 18-month rollout in the US. Watson analyses data about a campaign's efficiency according to audience, location, devices and browser. The technology also uses what the firm calls "cognitive bid optimisation" to bid solely on inventory which aligns with particular audiences. IBM said Watson had reduced cost-per-click by an average of 31% in its US trials.