THE CANARY – PART TWO


CI: But there’s still part of that I’m struggling with… So you have your AI brain and it can go and look at the site and make deductions based on associated probability; why would the AI be looking at any website, where does the interaction and application happen? RH: There are two sides to this answer. The first part is the AI is always looking for flashing signals. The second part to this answer is that modern day advertising is effectively an exchange between a publisher with a media spot to sell and an advertiser with a desire to purchase that spot. Our AI evaluates over 1.5 million of these transactions every second and will match those available spots which is really all that matters! Using Saracen as an example, everyday Inuvo’s technology analyzes the signals given off by users visiting their website. It does not uncover who they are, but why they are interested in visiting the casino. Is it for the games, restaurants, or the hotel? These “why” signals become the roadmap for Saracen’s


prospecting strategy. Each clients’ model is unique because the AI builds them custom for every client campaign. And when the AI matches these why signals with new prospects showing the same intent, bingo it places a Saracen ad to visit the casino!


CI: What’s the starting point? How do you know who has shown an interest in Saracen – are they carded players, people in the marketing database, what? If you’re not tracking individuals, how do you gather information? RH: We’re tracking encounters with web properties, anonymously and behind every screen. There are of course individuals consuming that content on video, online TV, or radio, and so Inuvo’s job is to ensure the highest probability exists between a Saracen featured ad placement and the individual behind the screen is engaged by their message. Our performance against our competitors suggests we can do that better than anyone else.


CI: I understand how the engine works and makes those associations, I’m just missing the part about how it works in practical application – where it sits, and what activates its behaviour if you like… CS: Let me jump in as a guy that doesn’t work for the company and probably understands it the least. They start with the reasons why my customers visit the casino, using the Saracen website. The AI can predict their likely path to our website, revealing anonymous signals that are the reasons why people are interested in visiting our casino. This has enabled Inuvo to validate for me, these reasons behind why consumers visit. They then use the AI to find everyone else who shares these same reasons why they would visit Saracen, placing our ads only in front of these prospects. That’s what I think I’m buying! In a way, it’s all reverse engineered – it begins with building AI


generated models for each of the experiences our casino offers, which includes the gaming, restaurants, or the hotel. Each of these experiences will have different reasons why users are interested in them. The people who are most engaged and performed the most-desired actions, we can get that granular information and see who we really want to go and market to. Then we see what their interests are, we see that ok, they looked at the steak restaurant, but they’ve also been looking up vegetarian recipes, so what can we do for that customer? RH: It doesn’t matter who the person is, it’s the path that is important to the AI. The path indicates a growing amount of signalling towards a prospecting model. The longer the path is, the more interaction with web properties, the more our technology says ‘oh, I see what’s going on here… they’ll be a good fit for our experience’. CS: To go back to our analogy [last issue] about the canary in the coalmine, we put vegan options on all our restaurant menus before we had a lot of people ask for them – because we saw it coming, based on these intent signals. That’s 100% from Inuvo. We’re not paying them for vegan recommendations, but that’s just one of the times Inuvo has said this is coming. And sure enough, vegan has proved a very popular choice in the restaurant.


OCTOBER 2021 35


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