The companies aim to address optimization challenges in marketing campaigns, focusing on research and development of quantum-hybrid applications to enhance marketing strategies.
The partners will create quantum applications that can effectively drive high-value audiences for marketers across various contexts. They intend to use D-Wave’s quantum computers and hybrid solvers, available through the Leap quantum cloud service. IPG will use its own data assets to complement these quantum capabilities.
In a recent pilot program, IPG initiated a collaboration with D-Wave to build marketing optimization equations for one of their top 20 clients. The goal was to optimize campaigns within a retail environment. By using D-Wave's quantum computing technology, IPG aims to unlock new insights and strategies to enhance its clients’ marketing efforts.
“In today's hyper-connected and deeply digital world, consumers are bombarded with brand messages on a daily basis,” said D-Wave CEO Alan Baratz.
“Because of the vast number of variables to consider, breaking through to reach the right customer at the right time remains a difficult challenge. We're excited to work with IPG to bring the power of quantum to advertising optimization, more efficiently harnessing massive amounts of data to create hyper-targeted campaigns that drive desired outcomes for brands.”
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