Palantir is a controversial software firm with links to intelligence agencies. As part of their efforts to continue growing its commercial business, they are turning towards the world of the agencies.
Two executives who were present at the pitches said that Peter Thiel’s company has been pitching advertising agencies to use its AI platform AIP.
Palantir shared a deck with Marketing Brew that outlines “a wide range of use cases and AIP applications,” including tasks such as “pricing, inventory management and sales planning,” “programmatic selling” and “campaign optimizing.”
Palantir is a software that receives Early funding The pitch deck for the company, which is owned by the CIA describes it as a “builder of leading software platforms” for “data-driven operations and decisions”. It has been criticized for its work, especially with the CIA. US Immigration and Customs EnforcementWhich Human rights organizations Have raised concerns regarding.
It hasn’t deterred big brands from using Palantir software. Palantir and United Airlines announced in 2018 a strategic relationship centered on data management. Tyson Foods also signed a deal. Useful Terms Palantir will help trucking logistics. According to the pitch deck, other clients included Anheuser-Busch Molson Coors Hertz ExxonMobil Phillips and Phillips. According to a March press release, Lowe’s General Mills, and OpenAI all use AIP technology.
Media agencies are now the main intermediaries in the advertising industry. They plan, organize and buy advertisements for major brands.
Palantir’s spokesperson Rita Devlin Marier wrote in an email to Marketing Brew, that she would not be commenting on the “current or possible sales prospects”.
What is a pitch?
Palantir was described as a broad pitch by the executives. Palantir reps said their platform can be used to gain insights and efficiencies from data collected about clients and audiences of an advertiser.
Palantir was used by a leading broadcast network with an OTT platform to track the customer journey and organize audiences. This led to a 300% increase in audience engagement in a single campaign.
Last slide in deck invites customers to sign up for “AIP Bootcamp.” This is a chance, according to the slide, to “experience generative AI within the context of business, develop live using Palantir SMEs and deploy operational AI” to solve their hardest problems.
A senior executive described the pitch as compelling. Palantir could differentiate an agency from others, as everyone seems to work with Big Tech firms like Adobe, Google or Meta.
Is there an elephant in the room
Palantir prioritized its commercial division in the last few months, as revenue growth for US government contracts has been slowing in recent quarters. The Wall Street Journal. Palantir’s commercial division generated revenue of more than one billion dollars in 2023, and it grew by 20% from year to year. Ryan Taylor, Chief Revenue and Legal Officer of Palantir’s latest quarterly earnings call. Earnings call AIP will be a central part of this expansion, it was announced in February.
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Advertisers and agencies are also involved can’t get enough You can also find out more about the following: artificial intelligenceTech and advertising giants such as Meta, Google and Amazon are rapidly catching up. Incorporating The technology is integrated into the platforms.
Marketing Brew was shown a deck that doesn’t mention the work the company does for government, except for a small line that says “defense partners” are using the technology for “sales & marketing”. However, one executive Marketing Brew talked to told them that the company did not shy away from discussing it in meetings.
What is the company’s history, such as helping?Expand and AccelerateMarketing Brew reported that “the National Security Agency was the elephant everyone knew was there,” according to one advertising executive. The AIP technology has attracted criticism for its possible applications. a demo video AIP detailed the military applications of its company. The following are some of the ways to get in touch with each other The use of a ChatGPT-style bot to generate multiple plans of attack and jam enemy communications is also reported.
In the video demo, the company states that tools would be monitored “to make sure that they were used ethically and legally.”
Marketing Brew reported that Palantir could pose a reputational risk for agencies and brands. Arielle Garcia is the former director of intelligence of industry watchdog Check My Ads. She suggested that industry professionals might wonder how Palantir’s work is different than “other practices common in the industry”, like Location trackingShe said, “two mistakes don’t equal a right.”
Garcia stated that it is becoming more difficult for the advertising industry to distinguish between one industrial complex and another. I don’t know why an industry so desperate to avoid terms such as commercial surveillance would use them. surveillance advertisingWhy it seems like a great idea to partner with a firm that is heavily involved in surveillance.”