Cosimo Accoto - Auditing Innovation - 30 6-2011 - A+ Conference

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Cosimo Accoto - Auditing Innovation - 30 6-2011 - A+ Conference

  1. 1. COMPUTATIONAL <br /> ADVERTISINGINNOVATIONmeasurementframeworks + frontiers<br />@CosimoAccoto Auditing Innovation + AuditConference June 30th 2011 (information design by Deb Roy, 2011)<br />
  2. 2. Let’s talk about <br />New advertising platforms, marketplaces <br />and the artificial innovation<br />Audience information systems, measurement issues, social media metrics<br />From the emergence of hyperlocal analytics to the futures of reality mining<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  3. 3. Why computational? <br />Computing Exploitation<br />Algorithmic/Code Culture<br />A lot of Math & Sciences<br />(Information retrieval, Large scale search and text analysis, Statistical modeling, Machine learning, Microeconomics, Game theory, Auction theory, Mechanism design, Classification, Optimization, Recommender systems…)<br />Thinking algorithmically about an old challenge…<br />Source: Broder and Josifovsky, Introduction to Computational Advertising (2010)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  4. 4. Computational Advertising<br />“Find the best match between a given user in a given context and a suitable advertisement<br />Design markets and exchanges that help in this task, and maximize value for users, advertisers, and publishers <br />Build the infrastructure to support this process” <br />Source: Broder and Josifovsky, Introduction to Computational Advertising (2010)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  5. 5. Digital Eyeballs Marketplace<br />Targeting as a “dual <br />solution”: match a given optimum adv and a given optimum user<br />Personas: Behavioral,<br />Re-targeting/…<br />Negotiation (GD) and Auction (NGD) ><br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  6. 6. Sponsored Search <br />Market<br />Search advertising as a new form of “matching market”<br />CTR slots/revenue per click of the advertiser. Keyword and Search engine intelligence (SEI)<br />Quality Score on the fly<br />Auction models: first price, generalized second price (GSP)…<br />Source: Easley and Kleinberg, Networks, Crowds and Markets (2010)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  7. 7. Advertising <br />Architectures <br />and…<br />Source: Acceleration, Cookie Syncing (2011)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  8. 8. …algorithms<br />Automated systems are needed not just because of the speed of the auctions—a human wouldn’t be able to bid in a fraction of a second—but also because of the complex nature of the item that is being sold. The complexity arises because of the varied needs of advertisers …<br />Source: MacAfee, The Design of Advertising Exchanges (2011)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  9. 9. Artificial Audiences<br />search, recomendation engines<br /> cookies, cookie syncing<br /> database/accountable customers<br />avatar, agents, sensors<br /> audience ratings, grps<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  10. 10. Traceability<br />Two-way connections<br />Trace-leaving tecnologies<br />(from trace to event)<br />Measurability<br />Built-in Measurements<br />Audiometric Models<br />(testing and actionable metrics)<br />The “Infinite”<br />Measurability<br />Accountability<br />Business Goals +<br />Marketing Orientation<br />(towards predictive KPI)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  11. 11. Audience Information <br /> Systems<br />Log File/Page Tagging/Network Sniffing/<br /> Ad server/Network/Exchange/DDS/SSP/<br /> Yield Optimizer/<br />Metered Panel/Hybrid Panel/<br /> Ad verification/Ad control platforms/<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  12. 12. Measurement Issues<br />Information Overload (“Big Data”)<br />Standardization in progress<br />Data Discrepancies > ReconciliationCross & Credit Attribution Models<br />Impression/Click Billability<br />Measurement Co-Evolution with New Media !<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  13. 13. IAB Guidelines & Initiative<br />“Make Measurement Sense”<br /> 1.count viewable impressions,not served; 2. count audience impressions, not gross impressions; 3.create transparent classification system; 4. determine interactivity metrics that matter; <br /> 5. select comparable cross metrics<br />* MMS expected to be completed (summer 2011)<br />Source: IAB, 2011<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  14. 14. Social Media Metrics<br />Conversation is not <br />reputation, reputation<br />is not image<br />Economic <br />Rationality<br />(planning, <br />resources,<br />Influence)<br />Management <br />beyond control. <br />Communication <br />Rationality <br />(leadership, <br />storytelling..)<br />Source: Andreina Mandelli in Mandelli e Accoto, Marca e Metriche nei Social Media (2010)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  15. 15. Mobile Interface<br />Transduction of space + mobility= <br />hybrid spaces<br />Not a “third screen”, but <br />a service & cognitive interface<br />Hyperlocality: <br />mobile+geo+social+augmented <br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  16. 16. “Location sharing” <br />as marketing enabler<br />Geosocial/SocioLocal/Co-proximity marketing<br />From Social Graphs to Spatial Networks<br />Social Gaming, Gamification Theory<br />Social Networks + Sensors Networks<br />Mobile Augmented Reality<br />Critical issues: locational privacy, real-time/geodata info, innovation- adoption approach, open api, value to customers, brand ubiquity ??<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  17. 17. Hyperlocality<br />& Analytics<br /><ul><li>Location-based analytics measure the timing, quantity, and depth of a location-based engagements.
  18. 18. By location-based engagements (LBE) we mean how users interact with the places they visit via their mobile handsets.
  19. 19. These engagements might be in the form of a check-in (the simplest form of an LBE) or a deeper engagements such as posting a photo, leaving a tip, or pushing a check-in notification to Facebook or Twitter”</li></ul>Source: Geotoko (2011); Derek Browers, MomentFeed (2011)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  20. 20. Analytics Platforms<br />Source: Aboutfoursquare (2011); Geotoko (2011)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  21. 21. Location Sharing Metrics & KPI<br /><ul><li># check-ins (total, average..)
  22. 22. social reach (shared with twitter, FB)
  23. 23. time/daypart breakdown
  24. 24. gender / age breakdown
  25. 25. top/most recent visitors..
  26. 26. special stats: total days run, </li></ul># views, # unlock tallies<br /><ul><li>Engagement Score/Influence
  27. 27. # game challenges</li></ul>Source: Geotoko (2011); MomentFeed (2011); Leist (2011)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  28. 28. Mobile Augmented Reality<br />Device Sensors: GPS (location), Compass <br />(direction), Accelerometer/Gyroscope (orientation, <br />fine motion), Camera (live video display, machine vision) <br /> + Contestualized Data <br />Point of Interest (poi), Georeferenced media, Data Feeds, <br />Image recognition<br />= Mobile Augmented reality <br />(magic lens, magic mirror)<br />a non-exclusive space?<br />Source: Skwareck and Hocking, in Lens-FitzGerald (2011)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  29. 29. A Post-Exposure Age<br />the “dark matter”<br />Source: adapted from P. M. Napoli, Audience Evolution and the future … (2011)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  30. 30. Towards the dark matter<br />(exploring the “Reality Mining”) <br />From a cognitive <br />experiment …<br />…to “TV Genoma” <br />project<br />Source: Deb Roy, TV GENOMA Project (2011)<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />
  31. 31. grazie<br />@CosimoAccoto<br />@CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011<br />

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