CANNES \u2013 Just as brands want to have a singular view of their users and prospects, forward-thinking media investment companies know they can no longer maintain channel-specific teams. It takes big investments in technology\u2014some of it artificial intelligence-enhanced\u2014to accomplish both.<\/p>\n

In the past 12 months alone, GroupM launched<\/a> its global [m]PLATFORM and then bolstered its Xaxis programmatic digital media platform with the machine learning initiative called Co-Pilot and finally the acquisition of Triad Retail Media.<\/p>\n

[m]PLATFORM is aimed at \u201cstreamlining and simplifying\u201d so that GroupM\u2019s clients can \u201csee their consumers and prospective in the same way across the globe,\u201d Nicolle Pangis, the Global COO of [m]PLATFORM, says in this interview with Beet.TV.<\/p>\n

From an organizational standpoint, [m]PLATFORM has brought together teams that used to plan, activate, execute and optimized clients\u2019 investments across channels. This process had historically been done \u201cin different pockets in the agency,\u201d Pangis says. \u201cNow we\u2019re at the point of maturation of our industry that it makes sense to bring those all back together and create a single view.\u201d<\/p>\n

The biggest single acquisition by Xaxis was that of Triad, which helps retailers sell ads on their websites, for a sum in the neighborhood of $300 million, as The Wall Street Journal reports<\/a>.\u00a0Scaling through Xaxis\u2019s many international offices affords Triad the opportunity to help retailers that don\u2019t already sell ads on their websites.<\/p>\n

Co-Pilot represents the entry point to machine learning, which is one aspect of AI. In the simplest terms, Co-Pilot\u2019s contribution to brands engaging effectively with consumers is its ability to predict what may happen when ads are served \u201cor what has the highest probability of happening\u201d based on what it\u2019s seen in the past.<\/p>\n

\u201cThe great thing about technologies like this is that it can take both data that is specifically advertiser driven or just macro economic driven,\u201d says Pangis.<\/p>\n

Like other AI-inspired technology, Co-Pilot \u201clearns as it goes.\u201d<\/p>\n

Among its abilities are predicting whether a particular ad impression might be viewable based on history and whether a specific consumer has engaged with ads before.<\/p>\n

\u201cAs a technology it\u2019s not one that is stagnant,\u201d Pangis says. \u201cIt\u2019s not like you put a model in and you leave it forever. You\u2019re constantly putting in models and they\u2019re constantly learning.\u201d<\/p>\n

This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business<\/a>. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

CANNES \u2013 Just as brands want to have a singular view of their users and prospects, forward-thinking media investment companies know they can no longer maintain channel-specific teams. It takes big investments in technology\u2014some of it artificial intelligence-enhanced\u2014to accomplish both. In the past 12 months alone, GroupM launched its global [m]PLATFORM and then bolstered its […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6586,6588],"tags":[5287,5314,3988,6597,6598,6599],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46618"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46618"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46618\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46618"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46618"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46618"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}