Unruly said it will use IBM Watson to create a new cognitive powered psychographic targeting tool to increase the effectiveness of digital video ads, according to Unruly. Unruly DNA combines the
company’s emotional intelligence tools with IBM Watson’s machine learning capabilities to help identify and engage the people most likely to increase a brand’s sales. Unruly is
tapping Watson’s Personality Insights service from the Cloud to help advertisers to learn how and why people think, act, and feel a certain way. The Unruly DNA tool analyzes social media and
other digital data from consumers and learns personality traits such as empathy, trust, assertiveness and imagination.
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