Eric Schwartz
Managing Director, North America at Scibids
Website Address: www.scibids.com
Each week on “Marketing Champions,” our host talks to media experts across the country. This week our host speaks with Eric Schwartz from Scibids. To learn more, check out https://scibids.com.
What is the biggest change in marketing that you see coming in the next 2 years?
With the global economy becoming more digitized, there is significantly more data for humans to make sense of and AI will be necessary to help analyze and use this data effectively. AI will help make consumer expectations more seamless while ensuring those experiences are privacy-friendly.
In addition to this breadth of data available, there is an increasingly fraught privacy landscape. In response, Scibids AI is built to handle non-user-specific signals which opens up a new world for advertisers to make use of these abundant signals while moving away from user tracking and profiling.
Scibids is also seeing the emergence of RFPs seeking to procure AI technology to enhance advertisers’ existing investments in adtech to make it more effective and amortize existing investments in programmatic.
What makes your company unique?
Scibids builds AI for marketing and today offers a solution for addressable paid digital media that creates 30%-70% improvement in PKI performance, even if campaign performance has plateaued and scale stalled.
Scibids AI is the first of its kind to offer an intelligent layer that plugs directly into a DSPs customizable algorithm (many DSPs call these custom models or custom bidding). The AI is then able to generate advanced optimization for powerful ad decisioning, automatically learning what works, while ingesting data from the planning and targeting process all the way to measurement and reporting.
This creates a unique learning database for the advertiser that consistently makes campaigns more efficient across display, video, and CTV media types. Scibids AI was also built to be privacy-preserving on day one and provides advertisers with the ability to target ads without user tracking and profiling.
What is your biggest pain point when it comes to digital advertising?
To be realistic and honest, there are different key pain points at each stage of a campaign. To start with, it’s challenging for advertisers to make sense of all of the data in their ad stack and use it to their advantage. When marketers are planning campaigns and deciding on how to best use their data assets to decision ads, it’s a lot of guesswork. Then there is executing the campaign itself and fine-tuning the optimization for decisioning. Lastly, there is measurement and reporting to see what worked and if was appropriately delivered. Add privacy laws and the deprecation of third-party cookies to this equation, it’s no wonder that there are many pain points for advertisers. In effect, Scibids AI is a machine designed to generate the best results from any set of variables, and in particular, the contextual information of the bid request. There is no denying there will be much fewer “data segments”
