In UK and US, Unruly Taps IBM Watson To Improve Accuracy Of Online Marketing Campaigns

Scott Button

Scott Button

LONDON, NEW YORK – December 15th, 2016 - Tara Mulloy, Senior Manager, Marketing and Communications at Unruly, writes: British ad tech company Unruly has turned to IBM Watson to create a new cognitive powered psychographic targeting tool to increase the effectiveness of digital video ads. Unruly DNA combines the company’s emotional intelligence tools with IBM Watson’s machine learning capabilities to help identify and engage the people most likely to increase a brand’s sales.

Unruly is tapping Watson’s Personality Insights service from the Cloud to help advertisers to learn how and why people think, act and feel a certain way. The Unruly DNA tool analyzes social media and other digital data from consumers and learns personality traits such as empathy, trust, assertiveness and imagination.

Scott Button [pictured], Unruly’s Chief Strategy Officer, said: “Cognitive technologies and artificial intelligence have made massive strides in the last few years and are now at a point where they can recognize quite subjective and very human qualities, such as emotion and personality.” More...