IBM Watson Advertising

The disruption of the last two years to our industry and society has shifted consumer behaviors and forced businesses to rethink how they work and engage.

Compounding those challenges, our industry is facing other headwinds like increased demands for consumer privacy, which has led to mounting regulatory pressures, new policies, and businesses making pivots that prioritize consumer privacy.

These moments of massive disruption have forced us to take a critical look at how we solve new, big, complex problems... safely and at rapid speed.

There's no shortage of data out there, but it isn’t useful to marketers unless it’s actionable.

We believe the industry needs a new and better way forward that is brand, publisher and privacy-first, grounded in real data, and ultimately drives a greater impact based on consumer intent across all digital channels. And that way forward is AI.

AI technology is what allows marketers to take action on diverse data signals, quickly and accurately. And the result is a quantifiable, lasting impact on the value exchange with your customers that grows and strengthens over time.

IBM has been around for more than a century. We’ve seen our share of industry disruptions, and we run towards them.

We’ve always been fiercely committed to using our tech for good and to leading the way through industry challenges - it’s part of our DNA.

We have put our data, technology, and expertise to work to address issues from making COVID-19 information accessible, to mitigating bias in advertising, to empowering consumers to make safer decisions during flu season.

If we can use data and AI to make an impact here, we can also use it to create a new way forward for the advertising industry.

We know that beneath these challenges lies opportunity. With data and AI leading the way, IBM Watson Advertising is committed to helping businesses create opportunity to:

• Address changes to identifiers
• Comply with changing privacy regulations 
• Be free from dependency on walled gardens
• Build more trust with consumers
• Ultimately, build a better advertising foundation for the future.

We have opened up our technology by working with the most important independent players - DSPs, publishers, SSPs, innovators, and more - and we have a  unique window for progress here.

Now is the time to lean in and build a better advertising foundation for the future. Together, we can create opportunity for your business and brand, and for the advertising industry as a whole.