Watson, IBM's constantly evolving cognitive system, has become a multi-dimensional programmatic beast.
As Jon Iwata, IBM's SVP/Marketing and Communications, modestly admits, "We're investing heavily into programmatic," even as the company laments the "murkiness of the programmatic engines and how they work."
But Watson provides a kind of artificial intelligence that cuts through the mist of data to answer the critical investment questions of what IBM is buying with its advertising spend – and how well that expenditure works.
"We had Watson analyze all of our bids, all of the data, and all of the outcomes," Iwata told delegates at the...