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Vice President, Partnerships, MediaMath
Even when digital ads are highly targeted down to individual users, it’s hard to get consumers to pay attention to them—let alone interact with and enjoy them. Using artificial intelligence (AI) to further optimize digital ad spending is the next step marketers are taking to make ads a more welcome part of consumers’ digital lives. eMarketer’s Tricia Carr spoke with Chris Victory, vice president of partnerships at demand-side platform MediaMath, about the demand for AI in the programmatic advertising space and the core elements of his company’s partnership with IBM’s Watson.
eMarketer: Are marketers typically aware the benefits of AI in programmatic settings, or are you doing a lot of education on this front?
Chris Victory: Marketers who use programmatic advertising have seen the benefits of implementing machine learning into their decisioning and spend of their marketing dollars. AI is the next step in this journey, and everybody is super excited about it. But the challenge lies in delivering something that goes beyond what machine learning does today and is truly artificial intelligence. Those in the programmatic setting are perfect candidates to use the next generation of AI, because machine learning is core to what they do and it’s much more palatable to them.