IBM's Watson used for better native ad targeting with ADYOULIKE
IBM’s artificial intelligence software Watson is being used in native advertising to create improved semantic targeting with ADYOULIKE. The technology scans the pages of premium publishers on the ADYOULIKE network and analyses them contextually for sentiment, semantics and topics, rather than just focusing on keywords. Programmatic buyers will be able to use the software in early 2017 to enhance native advertising with more editorial context.

Rachael Power writes for TechForge Media, writing about marketing tech, connected cars and virtual reality. She has written for a number of online and print titles including the Irish Times, Irish Examiner, accountingWEB and BusinessZone. Rachael has a passion for digital marketing, journalism, gaming and fitness, and is on Twitter at: @rachpower10.

IBM’s AI software Watson is now being used to create better semantic targeting for native advertising with ADYOULIKE.

The tech scans publisher pages of ADYOULIKE’s global network of premium publishers, analyising them contextually for topics, sentiment and semantics instead of just looking for keywords.

This means the platform can deliver native content in-feed in a more relevant and targeted way, by looking 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 early next year.

This also signposts the future of digital content as we move towards the 2020s

Julien Verdier, CEO of ADYOULIKE, said semantic targeting AI for native advertising would “revolutionise” the way native advertising is delivered at scale.

Game changer

“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.

Verdier added that ADYOULIKE is paving the way for ‘deep native advertising’ and will expand its DNA platform next year.

“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,” he added.