The advertisement technology company Rocket Fuel is known for its predictive marketing effort on its demand-side ad-buying platform. Using Artificial Intelligence (AI) from the start, it uses machine learning to help it steer ad placements.
Founded in 2008 by Yahoo! alumni, Rocket Fuel has decided to increase its AI capabilities by announcing the alpha phase of an integration with IBM's Watson Discovery service.
The integration is called Brand Moments. Through it, Rocket Fuel is informing consumer purchase decisions by using Watson's cognitive computing to identify keywords and brand sentiment signals in real-time. These keywords are then fed into Rocket Fuel's AI to drive better performance, improved brand safety, and deeper intelligence for businesses.
It utilized Watson's AI to help the decision-making for ad buying and placement. This includes display, video and native ads on websites, apps, Facebook, Twitter and other inventory.
As the AI working behind the scene, Watson is meant to identify keywords and sentiments surrounding content where ads might be placed. With Watson deciding what's best for advertisers, Rocket Fuel then allows advertisers to manually determine whether certain website or app should be or blacklisted, or no changes should be applied.
"Now, I'm looking for more intelligence," said Rocket Fuel VP of Strategic Partnerships John Mruz.
Keyword location and sentiment analysis aren't anything new in internet marketing. But what Watson does, is complementing Rocket Fuel by rendering opinion based on content's meaning.
With it, advertisers have more control of their ads. Like for example, not allowing their ads to show on extremist websites. The procedure to blacklist websites is delivered as simple as possible.
Using Watson, Rocket Fuel aims to get insights whether the contextual content is more positive than negative before putting that website as an option for advertisers. Watson tries to keep Rocket Fuel's dashboard real-time by updating the data every seven minutes. This will help advertisers in keeping up with the rapid news changes and trends.
According to John Mruz. Watson can bring more capabilities than just that. The company is looking forward for Watson to tailor ads by selection or dynamic construction that match the content. Mruz also predicted that at some point, Watson can also predictively estimate whether a targeted segment of users would be responsive. Or whether advertisers need manual determination to blacklist them or take no action.