As brands and agencies look to diversify their media portfolios in ever-changing traditional web, IBM offers Watson AI for OTT market, where industry collaboration is critical to achieving scale
IBM announced the expansion of IBM Watson Advertising Accelerator for OTT and video, designed to help marketers move beyond contextual relevance alone. Accelerator aims to leverage artificial intelligence to dynamically optimize OTT ad creative for improved campaign outcomes at scale, not dependent on traditional advertising identifiers. While compatible with most streaming platforms, IBM is partnering closely with Xandr, an industry leader in programmatic and converged video solutions, to help scale adoption of Accelerator.
According to eMarketer, in 2020 streaming households outnumbered traditional cable households for the first time, and 27% of cable households are expected to switch in 2021. With this growth, many brands may seek to increase their streaming ad budgets to better target their core groups. According to a survey conducted by the IAB, at the end Q1 2021 media buyers plan to increase U.S. spending for digital video, including CTV/OTT, to 20% of their total media budgets this year.
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