At this point in the evolution of online video and connected TV advertising, many people have heard of dynamic creative optimization (DCO), or dynamic versioning – the practice of creating different permutations of ads from a a library of raw creative elements.<\/p>\n
But, whilst many of the methods for achieving DCO rely on simple rules laid down by marketers, what if algorithms could assemble the creative for you?<\/p>\n
In this video interview with Beet.TV, David Olesnevich, head of product at IBM Watson Advertising, explains how AI-backed algorithms can now automatically re-assemble ad creative based on a range of input and effectiveness data.<\/p>\n
The development relies on Advertising Accelerator<\/a>, an IBM product which uses the company’s Watson cognitive engine to make predictions about the most effective composition of ad creative.<\/p>\n