Evaluating Brand
                             Safety Solutions

                              Brian Golbère • CTO • ADSOVO...
Who am I?
                        Brian Golbère
                        ADSOVO CTO
                                       ...
Brand Safety, what is it?


                        Ensure that ads are shown in a context that is
                       ...
What’s at stake?
               Outsourcing companies are also reluctant to discuss the business
               on the rec...
Problem Getting Worse
                             User Generated Content, frequently
                             updated...
So, what can I do?
                       Variety of Brand Safety
                       Solutions

                      ...
Scalability
  ©2010 ADSOVO Inc.
Monday, September 27, 2010
Scalability
                        Frequency
                             How often is the data updated
                 ...
How can we capture
                  what we're looking for?
                        Manual review
                       ...
Classi cation


                        What are we trying to do?
                             Compare ad values to site c...
Man vs Machine
                        Man
                             Publisher Classi cation
                          ...
Natural Language
                             Processing (NLP)

                        Keyword or phrase matching
       ...
©2010 ADSOVO Inc.
Monday, September 27, 2010
©2010 ADSOVO Inc.
Monday, September 27, 2010
Probabilistic
  ©2010 ADSOVO Inc.
Monday, September 27, 2010
How does this work?
                       Deals with the dynamic
                       nature of language

             ...
What other tasks take
                        advantage of ML?
                        Recommendation Systems
            ...
Accurate

                        In order to be accurate, we need to have a
                        practical understandi...
Why is meaning
                                  difficult?
                        De ning a word
                         ...
"The meaning of a word is its use
                   in the language"
                             Ludwig Wittgenstein



...
What is this?




  ©2010 ADSOVO Inc.
Monday, September 27, 2010
Your Point of View
                       What do you care about?

                       What is meaningful to you,
     ...
Global Market
                         Multilingual
                         Multicultural




  ©2010 ADSOVO Inc.
Monday,...
Customization

                       How do we do it?

                             Gather examples

                    ...
Usability
                        When is the information gathered? reported
                        on?
                 ...
©2010 ADSOVO Inc.
Monday, September 27, 2010
Transparency

                        Where did your ads show up?
                        Are you seeing the page as the v...
Summary
                      Are contexts identi ed where
                      the values of the brand can be
          ...
Questions?



  ©2010 ADSOVO Inc.
Monday, September 27, 2010
Contact

                       brian@adsovo.com

                       @BrianGolbere




  ©2010 ADSOVO Inc.
Monday, Sep...
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Evaluating Brand Safety Solutions -ad:tech London, Branding and Content Session 1

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Brand safety is no longer an option: but how do you choose the technology provider?
Brand safety is now a requirement, not an option. The question is, how do you choose the right technology provider?

In this session we will discuss how to consider the important aspects of any brand protection technology provider, such as classification accuracy, speed and performance, scalability, customizability and usability in today's multi-lingual marketplace.

How do you judge the accuracy of a classification? Which metrics are used to determine the classification? How recent is the data being used? How do I know if the technology is scalable?

Brian Golbere, ADSOVO CTO specializing in semantic technologies and machine learning algorithms, will take on these questions, amongst others, to discuss how to choose the right technology provider for you and your clients in today's brand safety landscape.

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Evaluating Brand Safety Solutions -ad:tech London, Branding and Content Session 1

  1. 1. Evaluating Brand Safety Solutions Brian Golbère • CTO • ADSOVO ad:tech London 2010 September 21, 2010 ©2010 ADSOVO Inc. Monday, September 27, 2010
  2. 2. Who am I? Brian Golbère ADSOVO CTO brian@adsovo.com 15 years experience in @BrianGolbere contextual & semantic technologies, primarily based upon machine learning ©2010 ADSOVO Inc. Monday, September 27, 2010
  3. 3. Brand Safety, what is it? Ensure that ads are shown in a context that is consistent with the values & image represented by a brand ©2010 ADSOVO Inc. Monday, September 27, 2010
  4. 4. What’s at stake? Outsourcing companies are also reluctant to discuss the business on the record, since their clients demand con dentiality. One executive at a global outsourcing rm, who did not want to be named, said that large Internet rms “are paying millions a year to do this kind of thing and essentially provide some type of control over the beast that is the Internet, which for the most part is uncontrollable.” “If they don’t do it, their commercial interests will completely die,” he added. - NYTimes Article - Policing the Web's Lurid Precincts ©2010 ADSOVO Inc. Monday, September 27, 2010
  5. 5. Problem Getting Worse User Generated Content, frequently updated Long-tail publishers Twitter Social Media and Interconnectedness World Wide Audience, Content, Advertisers ©2010 ADSOVO Inc. Monday, September 27, 2010
  6. 6. So, what can I do? Variety of Brand Safety Solutions Evaluate from the perspective of... Scalability Accuracy Usability ©2010 ADSOVO Inc. Monday, September 27, 2010
  7. 7. Scalability ©2010 ADSOVO Inc. Monday, September 27, 2010
  8. 8. Scalability Frequency How often is the data updated What is "real-time"? Time to download Time to classify Time to report results ©2010 ADSOVO Inc. Monday, September 27, 2010
  9. 9. How can we capture what we're looking for? Manual review Automated tools Phrase and Keyword Matching Natural Language Processing Machine Learning ©2010 ADSOVO Inc. Monday, September 27, 2010
  10. 10. Classi cation What are we trying to do? Compare ad values to site content ©2010 ADSOVO Inc. Monday, September 27, 2010
  11. 11. Man vs Machine Man Publisher Classi cation Human Review Machine Natural Language Processing (NLP) Probabilistic ©2010 ADSOVO Inc. Monday, September 27, 2010
  12. 12. Natural Language Processing (NLP) Keyword or phrase matching Ontology & Taxonomy ©2010 ADSOVO Inc. Monday, September 27, 2010
  13. 13. ©2010 ADSOVO Inc. Monday, September 27, 2010
  14. 14. ©2010 ADSOVO Inc. Monday, September 27, 2010
  15. 15. Probabilistic ©2010 ADSOVO Inc. Monday, September 27, 2010
  16. 16. How does this work? Deals with the dynamic nature of language Synonyms Neologisms Non-standard (txtng, non- native speakers, etc.) ©2010 ADSOVO Inc. Monday, September 27, 2010
  17. 17. What other tasks take advantage of ML? Recommendation Systems Image Processing Translation (Google Translate) Shazam (Music Identi cation) Amazon Book Details ©2010 ADSOVO Inc. Monday, September 27, 2010
  18. 18. Accurate In order to be accurate, we need to have a practical understanding of what we're looking for and what we nd. Language is ambiguous and depends on context for understanding ©2010 ADSOVO Inc. Monday, September 27, 2010
  19. 19. Why is meaning difficult? De ning a word pissed |pist| vulgar slang adjective 1 (also pissed off) very annoyed; angry. 2 ( Brit. also pissed up) drunk. Formal Mapping of words to meaning ©2010 ADSOVO Inc. Monday, September 27, 2010
  20. 20. "The meaning of a word is its use in the language" Ludwig Wittgenstein ©2010 ADSOVO Inc. Monday, September 27, 2010
  21. 21. What is this? ©2010 ADSOVO Inc. Monday, September 27, 2010
  22. 22. Your Point of View What do you care about? What is meaningful to you, isn't necessarily meaningful to someone else Identifying and Working with different languages? ©2010 ADSOVO Inc. Monday, September 27, 2010
  23. 23. Global Market Multilingual Multicultural ©2010 ADSOVO Inc. Monday, September 27, 2010
  24. 24. Customization How do we do it? Gather examples Train System Evaluate Results ©2010 ADSOVO Inc. Monday, September 27, 2010
  25. 25. Usability When is the information gathered? reported on? How is the information presented? What can you do with the information that allows you take action? Integration with your ad serving environment ©2010 ADSOVO Inc. Monday, September 27, 2010
  26. 26. ©2010 ADSOVO Inc. Monday, September 27, 2010
  27. 27. Transparency Where did your ads show up? Are you seeing the page as the viewer saw it? How does it work? ©2010 ADSOVO Inc. Monday, September 27, 2010
  28. 28. Summary Are contexts identi ed where the values of the brand can be compromised? Does the system understand and learn from the information encountered? Do you get timely, usable/ actionable information? Does it work with your traffic? Can you afford it? ©2010 ADSOVO Inc. Monday, September 27, 2010
  29. 29. Questions? ©2010 ADSOVO Inc. Monday, September 27, 2010
  30. 30. Contact brian@adsovo.com @BrianGolbere ©2010 ADSOVO Inc. Monday, September 27, 2010

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