This discussion delves into the applications of Artificial Intelligence in the advertising and publishing industry.
Sramana Mitra: If one of you could get started and introduce the company as well as yourselves, that would be great.
Patrick Shea: I’m one of the co-founders of AdDaptive Intelligence. Kevin is my co-founder here. We started the company as Data Point Media back in 2010 with the goal to bring some of the tools, which were coming into the marketplace primarily aimed at advertisers and agencies, to the publisher side of the business. Our universe is really the advertising technology ecosystem.
Kevin and I both have backgrounds coming from the publisher side. That’s why we set to solve some of those initial challenges. Over the past five years, our company has evolved a great deal. We’ve placed huge focus on our technology. What initially started as creating systems to automate a lot of repetitive tasks became more and more sophisticated. They started to grow into real decision makers in their own right. That’s how we got into the artificial intelligence space.
We recently re-branded our company to AdDaptive Intelligence as that fits our model and application of artificial intelligence which relies heavily on the use of human input and analysis on the process and the algorithms that we built. Our motto has always been, “Let robots do what the robots do well. Let humans do what humans do well.” We’ve identified a few challenges with the more typical black box artificial intelligence systems that some others in the space are using. That was really how we arrived at the solutions that we’ve built today.
Sramana Mitra: Let’s start with laying out the problems that your publishers are facing today that you are trying to impact.
Kevin O’Malley: Many publishers in the digital media ecosystem are suffering from a lack of scale and a lack of targeting capabilities. Our solution essentially allows them to analyze different audiences that are viewing their web properties and allows them to extend their reach across media channels. It allows publishers much greater targeting capabilities than they had previously. It also gives them more inventory to sell and drive more revenue on their ad campaigns.
Sramana Mitra: The key issue on the publisher side is lack of monetization. Is that an accurate summary?
Patrick Shea: I think it is. They typically monetize all of their own inventory but what they’re not monetizing well is their data. Our solution helps these programmatic advertising campaigns. We’ve also built automation technology to help them collect and segment valuable audience data and use that to drive better targeting for advertising and also for more scale and reach.