LiveIntent is proud to announce the founding of a new division dedicated to the monetization of the fastest growing demographic in digital media: Bots.
“Now that mobile device adoption, fragmented attention and the demise of the 3rd party cookie has driven the industry to adopt ‘people-based marketing, it’s the next logical move, ” said Dave Hendricks, President of LiveIntent. “Bots will account for almost $6.3 billion in ad spend in 2015. That’s a huge market that, up until now, we were simply not prepared to go after. This new division will change all that.”
The first order of business for this new division, referred to internally as the Bot Advertising Division (BAD), will be to bring exponential growth to our bot audience, a demographic that has been noticeably absent from the programmatic email ad space.
“That’s going to be the hardest part,” said Kyle Brown, LiveIntent VP of Engineering. “Getting bots to click on ads is easy. Getting them to sign-up for email… well, it’s going to be a challenge.”
The challenge arises from the fact that there are several inherent barriers preventing bots from being in email:
1. Bots need an actual email address, which only a very small percentage of the bot population has
2. Bots need to subscribe to the newsletters in question.
3. In many cases, publishers and brands require subscribers to confirm their subscriptions – sometimes multiple times. Bots are rarely sophisticated enough to accomplish this task
For bots that prefer to spend their time rapidly browsing websites and indiscriminately clicking away, the email inbox is a foreign, frightening terrain. It’s no wonder that bots currently make up less than 1% of LiveIntent’s traffic. But despite these challenges, it remains one of the platform’s top priorities.
“We literally talk to agencies and advertisers every day that have huge amounts of their annual spend allocation for bot traffic,” said Joe Dressler, VP of Ad Sales. “We want to cut into the market. Right now, we have zero of the bot market share. Our audience is too people-centric and bots are one of the fastest growing segments on the Internet. There are only 4 billion people out there and an unlimited number of bots. With this new audience, I’m confident we can spend any budget put our way. Any offer. Any creative. Easy.”
Heading up this new division will be current CMO Suneet Bhatt, (pronounced bot) who is cautiously optimistic about the initiative.
“As a CMO and a Bhatt, part of my role is to find and identify growth opportunities and develop strategies to go after those markets. So that applies to this, I guess. Of course, I’ve written extensively about the inherent viewability of LiveIntent and our negligible fraud, which I always saw as two of our strongest characteristics – but it seems like the market is going a different way, and who am I to say if the market is ‘wrong’ or ‘confused’ or ‘grossly misinformed’? You won’t hear me say any of those things out loud.”
“We don’t always know what’s around the corner. When we hired Suneet Bhatt, we didn’t know we’d be entering the actual bot market, but that’s the serendipity that happens in the technology world!” according to CEO Matt Keiser. “I figure his last name is ‘Bhatt’ [pronounced ‘bot’]. So you’ve got a Bhatt talking to bots. It makes sense to me. Bhatt. Bot. Bhatt-bot.”
The announcement has been a welcome one within the bot community. When asked about the opportunity being presented by LiveIntent to play a significantly larger roll within their traditionally people-based marketing platform, AR-784-K, a bot in Turkegistan well-known for its ability to erect ghost sites and be served millions of ads per day, was quoted as saying, “01001001 00100000 01101100 01101001 01101011 01100101 00100000 01110100 01101111 00100000 01100011 01101100 01101001 01100011 01101011!” [Translation: I like to click]
The program is slated to begin April 1 and run for eleventy weeks.
LiveIntent is a smarter way to buy and sell ads within email. LiveIntent works with over 750 of the biggest publishers and over 475 brands to reach over 85 million unique consumers each month, the only technology of its type. LiveIntent has been named the Fastest Growing Technology Company in New York by Crain’s, one of Forbes Magazines Most Promising Companies, was on the shortlist for the UK Association of Online Publishers’ Best Product Launch of 2014, and was a 2013 finalist for the United Kingdom Trade & Investment Great Tech Awards.