{"id":1362,"date":"2017-09-26T06:43:14","date_gmt":"2017-09-26T06:43:14","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/as-ibm-ramps-up-its-ai-powered-advertising-can-watson-crack-the-code-of-digital-marketing\/"},"modified":"2017-12-23T02:06:29","modified_gmt":"2017-12-23T02:06:29","slug":"as-ibm-ramps-up-its-ai-powered-advertising-can-watson-crack-the-code-of-digital-marketing","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/as-ibm-ramps-up-its-ai-powered-advertising-can-watson-crack-the-code-of-digital-marketing\/","title":{"rendered":"As IBM Ramps Up Its AI-Powered Advertising, Can Watson Crack the Code of Digital Marketing?"},"content":{"rendered":"<p>In recent years, The Weather Company, which produces forecasts for 2.2 billion locations every 15 minutes, has been using its troves of data in ways that go far beyond what\u2019s happening outside. Since its\u00a0<a href=\"http:\/\/www.adweek.com\/digital\/acquisition-weather-company-properties-ibm-grows-its-big-data-abilities-169309\/\" target=\"_blank\" rel=\"noopener\">acquisition by IBM<\/a>\u00a0in January 2016, the company has also begun swirling deeper and deeper into the world of advertising with the help of Watson, IBM\u2019s artificial intelligence service that\u2019s working on everything from diagnosing diseases to crafting movie trailers. Now, IBM is finally bringing several major components of The Weather Company\u2019s data capabilities under the Watson umbrella with the launch of Watson Advertising this week.<\/p>\n<p>One of the first agencies to sign on for Watson Advertising is UM, which has been testing several of IBM\u2019s new offerings for clients, including an unnamed auto brand. Since earlier this year, the agency has been piloting cognitive capabilities for localized ad campaigns at scale, meshing Watson data with client stats to analyze metrics across a large number of car dealerships in a way that optimizes ad spend while also checking local inventory to see whether or not it should personalize an ad to someone in that market.<\/p>\n<p>According to Kasha Cacy, U.S. CEO of UM, the company\u2019s 100 data scientists aren\u2019t always enough to manage the level of complexity that Watson offers on its own. She says that bringing Watson Advertising onboard allows the agency to \u201ctake the shackles off\u201d and be more creative with how they use data, citing one client that is already using a combination of weather data, Google searches and pollen counts to trigger when media should be bought in various markets.<\/p>\n<p>\u201cThere are things that we would love to be able to do that we just can\u2019t right now because we don\u2019t have the human or technology processing to be able to do it,\u201d Cacy says. \u201cThat was kind of the impetus for us talking to the Watson folks, because I think as I looked across the business I saw all these places where the thinking was there, the strategy was there, the ideas were there, but the implementation was just too onerous and I hate the idea that we\u2019re limited by implementation.\u201d<\/p>\n<p><a href=\"http:\/\/www.adweek.com\/digital\/ibm-is-bringing-next-level-ai-technology-to-marketers\/\" target=\"_blank\" rel=\"noopener\">Read the full article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the first agencies to sign on for Watson Advertising is UM, which has been testing several of IBM\u2019s new offerings for clients.<\/p>\n","protected":false},"author":44,"featured_media":1590,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>As IBM Ramps Up Its AI-Powered Advertising, Can Watson Crack the Code of Digital Marketing? 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