IBM’s ground-breaking Watson artificial intelligence software is now, for the very first time, being used to create better semantic targeting for native advertising.
It forms an integral part of the latest advertising platform from ADYOULIKE, the innovative in-feed native advertising technology.
As part of the platform, Watson scans all the publisher pages in ADYOULIKE‘s global network of premium publishers and analyses them in the same way as a human mind would: looking contextually for topics, sentiment and semantics rather than just scanning for simple keywords.
This allows the platform to deliver native content in-feed in the most relevant and targeted way possible. Watson looks at where, why and how the existing editorial content on each site is ‘talking about’ subjects and ensures advertisers are dynamically delivering the best native content to fit. The data is currently available through ADYOULIKE‘s DMP and will be usable by programmatic buyers in Q1 next year.
Julien Verdier, CEO of ADYOULIKE, comments on the launch:
“We are extremely pleased to be launching the world’s first semantic targeting AI for native advertising. It is going to revolutionise the way native advertising is delivered, at scale. It’s a game changer for the native ad industry. We are now able, in real time, to associate any kind of advertising content to the best matching editorial context, whatever the level of semantic targeting expected by advertisers and publishers. We truly think that deep semantic contextual targeting is the only way to make the most of the native opportunity.
“Each month we reach more than 100m unique visitors and generate billions of ad impressions in an exclusive and premium editorial context. Thanks to IBM Watson we’re now able to give a semantic context to each and every page in our publisher network, pushing advertising targeting to the next level and adding even more value to the user journey.
“ADYOULIKE is driven by innovation and this new semantic contextual targeting feature is a big first step in our planned technological innovations for 2017 – as we pave the way for what we call ‘Deep Native Advertising‘ and our expanding DNA platform.”
“The Watson AI can look at existing content in a way that was previously impossible, providing a wealth of contextual data that examines not just what a publisher is writing about, but why. That makes it an invaluable tool for native advertising, which relies on being as relevant as possible to the existing editorial.
“This also signposts the future of digital content as we move towards the 2020s. We have so much access to data now, so it’s about who can use and analyse that data most effectively and craft compelling content that plays to those insights. ADYOULIKE are pleased to play a part in this exciting development for the industry.”