Home AdExchanger Talks Podcast: Nate Woodman Says Brands Will Eventually Own Proprietary Machine-Learning Models

Podcast: Nate Woodman Says Brands Will Eventually Own Proprietary Machine-Learning Models

SHARE:

Welcome to episode No. 8 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

According to Nate Woodman, GM of demand solutions at IPONWEB, the deployment of brand data in the media-buying arena is at an early stage. His pet thesis: Now that CRM activation in programmatic is common, the next challenge will be the development of proprietary machine-learning models that are owned and controlled by brands.

“Most CRM data is activated through a DSP,” Woodman says in this latest episode of AdExchanger Talks. “That supports a segmentation strategy, but to drive real performance out of a system requires a machine-learning model, which can hit performance targets in a vastly superior way to segment-based buying.”

A tiny club of big marketers, such as Netflix, have initiatives in place today around proprietary algorithmic IP. And other performance-focused verticals like banks may be positioned to do so. But it’s a steep climb.

“The challenge to the industry, and it’s a daunting one, is to find a way to spread proprietary algorithms across programmatic platforms,” Woodman said. “Most brands aren’t even close to realizing this vision, but some are making overtures in the direction of proprietary machine-learning models.”

He added, “I don’t know that it’s going to go there, but it’s a vision.”

Also in this episode: Woodman talks about IPONWEB’s unique place in ad tech history, its current strategy and the evolution of the agency trading desk model.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.