Dive Brief:

• The Adyoulike platform is using IBM Watson artificial intelligence for automated native ad targeting according to a company press release.
• The platform uses AI to scan publisher pages within the network for topics, sentiment and semantics rather than for a simpler scan of just keywords, thereby providing more context for targeting ads.
• The new targeting capabilities should be available to programmatic buyers by Q1 of next year.

Dive Insight:

The volume of data available to marketers can be overwhelming, making it a challenge to sift through the information to find meaningful insights that can enhance their efforts. AI technology could be an answer to the problem.

The technology is rapidly expanding into new areas of marketing helping to automate processes that are well suited for data crunching over a more hands-on, gut-feel approach. Database segmentation and personalization by matching customer attributes with content assets are two ways AI is aiding marketers, and the latest wave includes real-time dynamic content selection and programmatic ad buying.

The initiative from Adyoulike also automates a growing advertising space in programmatic native ads. Using IBM Watson, the company can associate advertising content with the best matching editorial context in real time. 

"It is going to revolutionize the way native advertising is delivered, at scale," said Julien Verdier, CEO of Adyoulike, in a statement. "It's a game changer for the native ad industry."

As Adyoulike gets 100 million unique visitors each month and serves billions of ad impressions, AI may be the only realistic way the platform can contextually scan every page of content across its network, according to the company.