Can AI Save Programmatic? My6Sense Weighs In

My6sense is an ad tech company which monitors more than 1 trillion transactions daily through its white label programmatic ad platform and exchange. CEO and founder Avinoam Rubinstain weighed in on the role of AI in his company and how it may impact the value advertisers receive for sticking with programmatic.

How is AI changing programmatic?

AI enables being smarter faster, which is critical for programmatic trading, where decisions must be made within 100 milliseconds. By learning user behaviors, publisher patterns and content context, AI technology enables serving the right native content to the right users at the best time, boosting performance for both demand and supply partners.

We at my6sense advocate for evolving the IAB’s programmatic standards to promote greater transparency regarding knowledge learned via AI. My6sense provides an open platform which allows our customers to be open and transparent while providing additional information to advertisers and maintaining a trusted experience for end users.

There are a lot of interesting changes here for marketers. For example, geo-targeting and external data has a big impact on results. Can you elaborate?

Sure. As I said, AI enables being smarter faster. Well, all vetted data enables making our decisions smarter.  So when we can add verified geo-targeting data and other external data sources, we’re becoming smarter because of this additional data. The challenge is to make sure that the data being integrated is vetted and provides true value to our marketing funnel.

You’ve mentioned optimization, and that’s an overused word in ad tech that has lost its meaning for a lot of marketers. How doesMy6Sense define it for clients?

The challenge with optimization in ad tech is that there are so many variables which impact performance and so it’s hard for one vendor OR one element to truly optimize performance. That said, all marketers know what their current campaign baseline is, and optimization means moving the performance needle forward from that baseline by offering ads and content which are both more relevant and personal, increasing end-user engagement and ultimately, purchase metrics.

For example, through my6sense’s personalization, we were able to increase conversions for a leading brand of diapers. Unlike its traditional campaign – the baseline – which targeted young mothers, my6sense’s optimization engine, powered by our AI technology, detected engaging responses from fathers who purchase diapers in the evening on their way home and seamlessly extended the campaign serving relevant native content to that audience to improve performance. By using our technology to uncover new targeting opportunities, my6sense was able to optimize campaign performance for this leading FMCG brand.

We seem to be entering an era in which ad tech has lost the faith of some major players like P&G. What is the responsibility of the industry in terms of promoting transparency and how isMy6Sense protecting client interests?

At my6sense, transparency equals openness and sharing. Our white label programmatic native solution includes a full native exchange working with native Demand Side Platforms (DSPs), a built-in direct campaign manager for advertisers and an ad unit & yield manager for publishers. Flexible configurations used by my6sense’s partners include a white-labeled native ad network and exchange, an owned and managed private exchange for group publishers, and cross-network programmatically traded supply and demand. By offering a range of white label programmatic native solutions for our clients, we’re giving them more control over their campaigns.

By advocating for developing IAB’s programmatic standards to encourage greater AI transparency and openness, my6sense is promoting greater transparency regarding knowledge learned via AI, which can be shared with advertisers to benefit the entire eco-system. Such actions should satisfy FMCG marketers like P&G.

You announced enhanced technology. How will advertisers benefit?

Advertisers benefit from my6sense’s enhanced AI technology because it enables them to run native ads and content which are more relevant and personal to their prospective users, resulting in higher engagement metrics and ultimately, greater purchases, like with the diapers case study mentioned above. This occurs because our advanced machine learning algorithms and optimization engine learns user behaviors (content clicked, time spent, etc.), publisher patterns (trending content, performance patterns, etc.), and context (for targeted and source content) in order to best match the right content to the right users.

How will publishers and others on the supply side benefit?

Publishers and other supply-side partners benefit from our enhanced AI technology becauseour technology is able to offer native content / ads that are both more relevant and more personal, resulting in greater revenue for publishers and other supply-side partners.

Learn more about my6sense here.



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