NEW YORK, Sept. 14, 2020 /PRNewswire/ -- IBM (NYSE: IBM)
today announced the launch of Watson Advertising Weather Targeting,
a new suite of triggers designed for marketers to help them make
the connection between weather and product sales actionable at
scale without the use of third-party cookies or identifiers. The
offering supports new advertising targeting triggers powered by
Nielsen. Facilitated through the Nielsen Connect Partner Network,
the largest open ecosystem of solution providers for retailers and
manufacturers in the consumer packaged goods (CPG) industry, these
new triggers leverage IBM Watson to aggregate and analyze large and
complex data sets like weather and product sales to create more
effective and efficient targeting opportunities while addressing
new privacy standards. As part of their collaboration, IBM and
Nielsen (NYSE: NLSN), through its Global Consumer business, will
work together to combine the power of weather insights from The
Weather Company with Nielsen's Retail Measurement Services (RMS)
data to generate future reports for marketers.
"As we prepare for a future without third-party identifiers,
it's critical that the industry put consumers at the center and
rely on advanced technologies like artificial intelligence to help
make sense of massive amounts of structured and unstructured data
with a privacy-first mandate," said Bob
Lord, SVP, Cognitive Applications, Blockchain and
Ecosystems, IBM.
He added, "IBM and Nielsen have long been guided by the trust we
build between clients and customers. We open up our technologies to
make the ecosystem work for consumers and now more than ever, we
must come together to help brands effectively leverage the medium
while doing right by their audiences."
Watson Advertising Weather Targeting leverages enterprise-grade
AI to analyze over 500 advertising triggers with up to six
variables per trigger across 42,000 zip codes every hour,
increasing the amount of actionable insights the company generates
for brands. With this collaboration, IBM Watson Advertising will
introduce a new suite of triggers and insight reports that will
harness Nielsen's RMS data and weather from IBM's The Weather
Company to provide brands with actionable advertising solutions
that do not rely on personally identifiable information,
third-party cookies or identifiers.
The solution is designed to help brands:
- Anticipate and activate digital campaigns based on
weather's influence on consumer behavior and emotion according to
zip code.
- Improve effectiveness by automatically serving
meaningful, relevant ads to consumers.
- Reduce media waste by triggering messages only when and
where consumers might appreciate the brand message and find it to
be relevant.
The targeting solution will be available across the digital
advertising ecosystem, including programmatic, display, social,
search, video, email and digital out-of-home.
"IBM has long served as a leader in driving value from advanced
technology, and in joining forces, we are further strengthening our
Nielsen Connect Partner Network as an ecosystem of tech-forward
partners to empower our CPG clients," said Johan Sjöstrand, Global
President, Retail Intelligence, Nielsen. "The combined weight of
IBM's weather intelligence and actionable AI with our expansive
read into consumer purchasing habits will provide marketers with a
clearer roadmap in the face of ever-changing patterns."
The Weather Targeting data tool is part of a suite of AI-driven
targeting solutions. Most recently, IBM Watson Advertising used the
technology to assist with the COVID-19 pandemic by enabling brands
to run relevant and locally sensitive digital ads based on
fluctuating infection rates. This effort was done in combination
with The Weather Channel's COVID-19 tracker that was distributed
across properties to provide Americans with general public health
and safety information in the face of the global pandemic.
About IBM and Artificial Intelligence
A world leader in AI software, services, and technology for
business, IBM has deployed Watson AI solutions in thousands of
engagements with clients across 20 industries and 80 countries.
IBM's Watson AI solutions are widely used in industries, including
seven of the 10 largest automotive companies and eight of the 10
largest oil and gas companies. For more information about IBM,
visit ibm.com.
About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data
analytics company that provides the most complete and trusted view
available of consumers and markets worldwide. Nielsen is divided
into two business units. Nielsen Global Media provides media and
advertising industries with unbiased and reliable metrics that
create a shared understanding of the industry required for markets
to function. Nielsen Global Connect provides consumer packaged
goods manufacturers and retailers with accurate, actionable
information and insights and a complete picture of the complex and
changing marketplace that companies need to innovate and grow. Our
approach marries proprietary Nielsen data with other data sources
to help clients around the world understand what's happening now,
what's happening next, and how to best act on this knowledge.
An S&P 500 company, Nielsen has operations in over 100
countries, covering more than 90% of the world's population. For
more information, visit www.nielsen.com.
Statements regarding IBM's future direction and intent are
subject to change or withdrawal without notice and represent goals
and objectives only.
IBM Contact:
Megan Levinson
Megan.levinson@ibm.com
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SOURCE IBM