IBM 's Watson has improved the effectiveness of programmatic advertising by 25 % after the cognitive computing platform analysed all bids and outcomes , according to mark Iwata , IBM ’s senior marketing Marketing and Communications . speaking at a gathering of the association of National Advertisers in Chicago , Iwata explained how Watson brought transparency to the programmatic advertising by revealing the impact of automated ad spend . He believes Watson 's ability to translate the data into actionable insights would bring about " the long - awaited promise of personalised marketing " .
IBM's Watson has improved the effectiveness of programmatic advertising by 25% after the cognitive computing platform analysed all bids and outcomes, according to Jon Iwata, IBM’s senior VP Marketing and Communications. Speaking at a gathering of the Association of National Advertisers in Chicago, Iwata explained how Watson brought transparency to the programmatic sector by revealing the impact of automated ad spend. He added Watson's ability to translate the data into actionable insights would bring about "the long-awaited promise of personalised marketing".