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

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…


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