Unruly and Watson Launch Psychographic Targeting Tool

News Corp-owned video ad distribution and tracking platform Unruly has partnered with analytics technology specialist IBM Watson to develop a cognitive-powered psychographic targeting tool called Unruly DNA.

The new solution combines data from large scale consumer panel studies with more than 10,000 respondents, with insights from social media accounts of participating consumers. Unruly DNA uses a mix of linguistic analysis and machine learning to determine the sociodemographic and psychological profile of each panellist, clustering and aggregating the profiles based on buying patterns and purchasing frequency.

Following this, Unruly's emotional intelligence tools are combined with Watson's machine learning capabilities to help identify and engage the people most likely to increase a brand's sales. In addition, Unruly DNA uses Watson's Personality Insights service, which analyses social media and other digital data from consumers, and learns personality traits such as empathy, trust, assertiveness and imagination. The tool creates profiles of 'light buyers' and then generates a recommended list of third-party audience segments which can be used by advertisers to improve the efficiency of their targeting.

Scott Button (pictured), Unruly's Chief Strategy Officer, comments: 'We're really at the beginning of the journey when it comes to using cognitive technologies in advertising. Machines can be a powerful tool for marketers to recognize human desires and aspirations. We're really excited to be at the forefront of this new world with integrating Watson capabilities into our Unruly DNA tool, helping brands increase penetration and sales by targeting their light buyers'.

Web sites: www.unrulymedia.com and www.ibm.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.