Borja Pérez de MindKore
Borja Perez, chief artificial intelligence officer & revenue strategy of MainKore, knows there’s a lot left to do in the process of programmatic advertising, which, he said, currently takes in some 80 percent of the world’s advertising revenues . “Once you begin to analyze the system you realize that while it’s certain it’s called programmatic, it’s not that automatic. There’s still a very great need for traders to take charge of negotiating the price and content of these campaigns.” “I decided to create a company very much focused on optimizing the programmatic process, but above all with what there’s so much talk about and which they call artificial intelligence,” said Perez, who was more than 16 years with NBCUniversal, then decided to take off on a personal adventure but within the industry. “We got together a group of industry professionals, some engineers, some mathematicians and some of those people who are much smarter than we are, then we got down to seeing what improvements could be made.”To begin with, they were almost 18 months doing research, talking, creating an algorithm and now, after several tests, campaigns and company launches, they are ready to get back in action. “MainKore is basically AI that allows us to shorten the programmatic process from 100 milliseconds to 20 milliseconds. The benefit is that it allows us to better target the audience. Rather than from 12 to 14 variables, we use 130, which makes us categorize the audience much better and quickly helps us detect the cost the client is willing to pay for that audience, without mentioning that since AI is not a person, machine learning continues to maximize learning and always helps get better results.”
