Personalisation Shouldn’t be the Preserve of the Tech Giants says IRIS.TV’s Hyden

While traditional media companies have usually been ‘content first’, while companies like Google, Facebook and Amazon specialised in understanding the likes and dislikes of consumers says IRIS.TV’s co-founder and chief operating officer Richie Hyden. This is partly fuelling the shift in ad spend and investment from the former to the latter says Hyden. In this interview, Hyden explains why traditional media companies must improve at understanding their audiences and personalising experiences, and how IRIS.TV’s collaboration with IBM Watson helps them do this. Filmed at DMEXCO 2018 in Cologne.