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3 Easy Ways To Reach
Financial Freedom:
How Twitter use Geo to win Advertising
Sen Xu
SIGSpatial 2016
MELT Workshop
Mobile...
• Step one
– Use a catching title
• Twitter has more than 284 million monthly active users. (October 2014)
• 500 million Tweets are sent per day, or 1 billi...
• Content Generation
– How to create features that make users want to share private information with us?
• How to get user...
How to create features so attractive that users are
willing to share data
Content Generation
Targeting criteria: Geo, Bio, Behavior
Ads Analytics
Features for the other side: advertisers
Nielson DMA
Selection
Cleaning/Plumbing
Service
Dealing with third party data
QA Vendor data is absolute necessary
Spot the difference?
PlaceType: COUNTRY PlaceType: TOWN
More interesting (potentially
dangerous) insights:
Pitney Bowes Geometry (conflated)
Zipcode:
United States Mexico
Same PlaceType in different country may have different cov...
Territory in Dispute
Territory in Dispute
Definition
Plumbing
Cleaning
Geo Data Pipeline Infra
19
In the Geo Stack…
–A place has id, names, attributes, parents, and geography
•place_id: unique u64 id
•name: one place may have multiple nam...
What kind of data do we need for a fully-fledged Geo Service?
Service Required Data Set Rockdove Geoduck
Geocoding
(text t...
22
User generate places (e.g., Mom’s basement)
Overlaps within the same PlaceType (data bug!)
Historically…rockdove allows
23
• Geometries within each PlaceType do not overlap against each other
• Keep Reverse-Geocoding (RGC) Trie sane
• Maintai...
Geoduck Data Pipleine (v1)
25
Data Pipeline
26
• Duplicate places coming from different vendors with slightly different name and
geometry
• Simple Solution: For each ...
from O(N log N) to O(1)
Reverse-Geocoding
Geohash
Geometry/Geogr
aphy Input
Output Data
Structure
Transform into
Geohash with
precision set
arbitrarily (e.g.,
precision = 7)
Geohash-based Reverse-Geocoding
Geohash-based Reverse geocoding
• What would happen when user don’t share GPS?
– IP: NetAcuity, MaxMind, NeoStar
– DIY?
• Blacklist
• Whitelist
• Requires...
Mapping Uber’s Future: Uber Maps is Hiring
*https://newsroom.uber.com/mapping-ubers-future/
“
Over the past decade mapping...
Twitter: @alex_senxu
Wechat: senxu_alex
Email: sen@uber.com
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
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3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising

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3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising

  1. 1. 3 Easy Ways To Reach Financial Freedom: How Twitter use Geo to win Advertising Sen Xu SIGSpatial 2016 MELT Workshop Mobile Entity Localization, Tracking and Analysis
  2. 2. • Step one – Use a catching title
  3. 3. • Twitter has more than 284 million monthly active users. (October 2014) • 500 million Tweets are sent per day, or 1 billion every ~2 days. (August 2013) • More than 300 billion Tweets have been sent since company founding in 2006. (October 2013) • TPS record: one-second peak of 143,199 Tweets per second, in Japan (August 2013) • 80% of our active users are mobile users. (October 2014) • 40% of our active users simply consume content on Twitter. • Twitter supports 35 different languages. (March 2013) • 77% of Twitter accounts are outside the U.S. (October 2013) Twitter
  4. 4. • Content Generation – How to create features that make users want to share private information with us? • How to get user to turn on locationservice? • How to collect user birthday? – Import third party data: data plumbing – Data Correctness/Legal Issue/Disputed Territory • Monetization – Features for the other side: advertisers – Targeting: Geo, Age, Interest, Behavior (Follow/Following) • Service/Technology (AKA How to make your service faster) – QA your data source – Tech infra (Geohash-based Reverse-geocoding)
  5. 5. How to create features so attractive that users are willing to share data Content Generation
  6. 6. Targeting criteria: Geo, Bio, Behavior Ads Analytics Features for the other side: advertisers
  7. 7. Nielson DMA
  8. 8. Selection Cleaning/Plumbing Service Dealing with third party data
  9. 9. QA Vendor data is absolute necessary Spot the difference? PlaceType: COUNTRY PlaceType: TOWN
  10. 10. More interesting (potentially dangerous) insights:
  11. 11. Pitney Bowes Geometry (conflated) Zipcode: United States Mexico Same PlaceType in different country may have different coverage
  12. 12. Territory in Dispute
  13. 13. Territory in Dispute
  14. 14. Definition Plumbing Cleaning Geo Data Pipeline Infra
  15. 15. 19 In the Geo Stack…
  16. 16. –A place has id, names, attributes, parents, and geography •place_id: unique u64 id •name: one place may have multiple names, but only one preferred name •Attributes (annotations): open-ended key-value store for custom attributes. For POI, address, phone, URL, twitter, existence, etc. •parents: upper administrative level, e.g., in US, City’s closest parent is State (Admin1). Or determined by geometry containment, e.g., POI can have Neighborhood as parent if it contained by it. •geography: point (for POI), polygon/multi-polygon (for all other place types). line geometry Place: Glossary POI: Point of Interest. Using a point (lat,lon) as a simplified representation of places, common POIs are restaurant, landmarks, parks, and dentist offices* *although POIs can all be interesting/useful under certain occasions, some will be more interesting than others for geotagging purposes. Pitney Bowes: Factual: Polygonal data vendor (188 countries) POI data vendor (49 countries)
  17. 17. What kind of data do we need for a fully-fledged Geo Service? Service Required Data Set Rockdove Geoduck Geocoding (text to lat/lon) Reverse- Geocoding (lat/lon to text) • Popular Geopolitical names and geometry (e.g., Neighborhood, City, State, Country) Unresolved merge of 13 different data source of various data quality Pitney Bowes • Polygonal data for specific marketing needs Unlicensed simplified geometries Nielson • Useful, High quality POI UGC… Factual IP reverse-lookup IP blocks to lat/lon or Place (confidence) NetAcuity NetAcuity with User modeling
  18. 18. 22 User generate places (e.g., Mom’s basement) Overlaps within the same PlaceType (data bug!) Historically…rockdove allows
  19. 19. 23 • Geometries within each PlaceType do not overlap against each other • Keep Reverse-Geocoding (RGC) Trie sane • Maintain Rockdove ID • Historically geo-tagged Tweets will display correctly (deleted) • Reuse Rockdove ID and update with geometry • Historically geotagged “New York City” tweets will be related to the same PlaceID, with updated geometry and attributes Requirement for Geoduck
  20. 20. Geoduck Data Pipleine (v1)
  21. 21. 25 Data Pipeline
  22. 22. 26 • Duplicate places coming from different vendors with slightly different name and geometry • Simple Solution: For each incoming place, find potential candidates (name-match, Levenshtein distance) then validate using geometry Conflation Challenges
  23. 23. from O(N log N) to O(1) Reverse-Geocoding
  24. 24. Geohash
  25. 25. Geometry/Geogr aphy Input Output Data Structure Transform into Geohash with precision set arbitrarily (e.g., precision = 7)
  26. 26. Geohash-based Reverse-Geocoding
  27. 27. Geohash-based Reverse geocoding
  28. 28. • What would happen when user don’t share GPS? – IP: NetAcuity, MaxMind, NeoStar – DIY? • Blacklist • Whitelist • Requires polygons
  29. 29. Mapping Uber’s Future: Uber Maps is Hiring *https://newsroom.uber.com/mapping-ubers-future/ “ Over the past decade mapping innovation has disrupted industries and changed daily life in ways I couldn’t have imagined when I started. That progress will only accelerate in the coming years especially with technologies like self-driving cars. I remain excited by the prospect of how maps can put the world at our fingertips, improve everyday life, impact billions of people and enable innovations we can’t even imagine today. ” --Brian McClendon, VP of Engineering, Uber
  30. 30. Twitter: @alex_senxu Wechat: senxu_alex Email: sen@uber.com

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