Turner integrates IBM Watson into ad platform


Details

Michelle Clancy

| 01 March 2016




Turner Broadcasting is integrating IBM Watson technology into its Incite core intelligence platform for advertising sales.



Incite is designed to fuel a recommendation engine for identifying the best advertising solutions that will lead to the highest impact for a marketer's key business objectives.

IBM's Watson state-of-the-art cognitive technology aims to enable greater collaboration between humans and systems, providing the ability to communicate in natural language and analyse massive amounts of data to deliver insights more quickly. IBM is also adding advanced predictive analytics from MarketShare, a Neustar solution.

"Turner is investing in innovation that allows our partners to have access to real-time intelligence leading to faster and smarter business decisions," said Michael Strober, executive vice president, client strategy and ad innovation, Turner. "By fuelling Turner Incite with Watson Technology and MarketShare, and continuing to enhance our content and data solutions, we are further enabling clients to achieve their goals across an array of next generation portfolio capabilities."

"This solution addresses one of the timeless objectives of marketing leaders — infusing new levels of data and science into advertising decisions," said Adam Steinberg, vice president, IBM Cognitive Business Solutions. "Armed with deep, fact-based recommendations, Turner will hone the precision of every advertising recommendation, and in turn, lift the impact of the customers who place advertising on Turner's award-winning programming."

Turner will also continue to use Turner Investment Advisor (TIA), by MarketShare, a planning and allocation investment tool that optimises budgets and quantifies the P&L impact for marketers, leveraging billions of market observations and measurements.