Sis fri 1030 aaron goldman

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  • Self-configured
  • Registration data
  • Customized
  • Geo-lookup
  • We’ve been watching you!
  • Self-declared interests
  • Keywords in my email
  • Punch the Monkey
  • Retargeting
  • Everyone’s pinching pennies
  • By “revolutionize” we mean “kill”
  • Lawmakers don’t get it.
  • Well if we can’t cookie users, let’s cookie devices
  • Minority Report – forget devices, let’s literally track eyeballs
  • MyLifeBits – ask people to digitize themselves?
  • Ambient Findability – have objects communicate with each other. The fridge tells the computer to buy more milk. Getting closer.
  • Show me the money – Jerry Maguire (who knew Tom Cruise was so relevant to marketing?)
  • Marketers didn’t know how to properly target ads back then.
  • And thus incentivized traffic didn’t perform
  • Manage your data and get money for charity.
  • eBay auction for my data. 13 bids. $355 for Susan G. Komen.
  • Not cookies, not personal profiles, app-ssistants that take in your personal data, overlay your social graph and index all available digital assets to return the best option no matter what you’re looking for
  • Recommendation engine.
  • Search and act engine.
  • Time to rethink “ads”
  • Welcome to the API-economy.
  • Sis fri 1030 aaron goldman

    1. 1. Personalization vs. Privacy: The Implications for Advertising
    2. 2. Let’s Get Personal
    3. 3. Let’s Get Personal
    4. 4. Let’s Get Personal
    5. 5. Let’s Get Personal
    6. 6. Let’s Get Personal
    7. 7. Let’s Get Personal… Ads?
    8. 8. Let’s Get Personal… Ads?
    9. 9. Let’s Get Personal… Ads?
    10. 10. Let’s Get Personal… Ads?
    11. 11. Why Do People Hate Ads? <ul><li>Distracting </li></ul><ul><li>Too many </li></ul><ul><li>Irrelevant </li></ul>
    12. 12. Would You Prefer This?
    13. 13. Or This? Kenshoo: Proprietary & Confidential Information |
    14. 14. Why Do People Hate Targeted Ads? <ul><li>Creepy </li></ul><ul><li>I don’t remember sharing my data </li></ul>
    15. 15. Cookie Cutting: Everyone Gets a Slice! Image Source: http://www.iab.net/media/file/data-primer-final.pdf
    16. 16. Throwing the Baby Out with the Bathwater
    17. 17. Throwing the Baby Out with the Bathwater
    18. 18. Work-Arounds: Cookie-Free Diet
    19. 19. I’ve Seen The Future Image Source: http://banbillboardblight.org/wp-content/uploads/2009/01/minority-report.png
    20. 20. I’ve Seen The Future Image Sources: http://research.microsoft.com/en-us/projects/mylifebits/ http://www.clarity-centre.org/sensecam2010/
    21. 21. I’ve Seen The Future Image Source: http://photo.goodreads.com/books/1172284659l/160338.jpg
    22. 22. I’ve Seen the Future, Today Image Source: http://www.markijlal.com/images/show-me-the-money.jpg
    23. 23. Why Do People Hate Targeted Ads? <ul><li>Creepy </li></ul><ul><li>I don’t remember sharing my data </li></ul><ul><li>Someone else is profiting from my data… and it’s not me! </li></ul>
    24. 24. Ahead of its Time Image Sources: http://research.microsoft.com/en-us/projects/mylifebits/ http://2.bp.blogspot.com/_JCFBpMDUwVM/Rb4trGtN84I/AAAAAAAAAEI/qIm55O6sJf0/s400/check-alladvantage.png
    25. 25. Ahead of its Time Image Sources: http://research.microsoft.com/en-us/projects/mylifebits/ http://2.bp.blogspot.com/_JCFBpMDUwVM/Rb4trGtN84I/AAAAAAAAAEI/qIm55O6sJf0/s400/check-alladvantage.png
    26. 26. Get Paid to Surf 2.0
    27. 27. I Once Was Highly Targeted
    28. 28. How Do You Scale This?
    29. 29. I’ve Seen the Future, Today
    30. 30. I’ve Seen The Future, Today
    31. 31. Is this an Ad?
    32. 32. Is this an Ad?
    33. 33. Time to Get Siri-ous <ul><li>Digitize Everything </li></ul><ul><li>Be Well-“Liked” </li></ul><ul><li>Open Up </li></ul><ul><li>Get Hip to APIs </li></ul>
    34. 34. Thank You!
    35. 35. Thank You!

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