We all want relevant content, when we browse the internet. We want the right offer at the right time - and even more we don't want the wrong offer ('I just bought a toaster, how many toasters do you think I need!'). But we also want to be left alone. We want to be anonymous, when we buy our macrame utensils and bird watching binoculars. On top of that, it shouldn’t require a masters degree to figure out and exert control of our data. Though combining these desires is far beyond us right now - maybe it doesn't have to be ... in the future! Join Astrid Illum on a visit to the meta-analytics provider Anubis® and explore what existing technologies might develop into in relation to our online existence, shopping behaviour and data signals. Topics covered is online/offline identity, data and privacy handling, the glorious promise of 360 attribution finally achieved and how data empowerment could look.

1. THE SCALES
OF ANUBIS®

2. THE SCALES
OF ANUBIS®

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Imagine if you didn’t need your own customer database

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Imagine if you didn’t need to ensure a consistent identity

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Imagine advertising only to people who want your product

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Welcome to ANUBIS ®
Your meta-analytics provider of choice

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BASE PRODUCTS
IN Market Exchange Evaluator
CORPORATION Evaluator
ACCESS to the LOCUST dataset

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BASE PRODUCTS
IN Market Exchange Evaluator
• Value exchange probability for your product
• Probable exchange terms i.e. payment, services,
licensing/ownership contract, corporation
• Long term/short term value exchange profile

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BASE PRODUCTS
CORPORATION
• Exchange term optimization for corporation
• Ongoing evaluation for corporated IDs

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BASE PRODUCTS
ACCESS to the LOCUST data set
• Base trained models on LOCUST, adjusted with
corporated IDs
• 15-20 % better company exchange value than pure
corporation model training*
*Transnationals with tribe-sized corporation excepted

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Time to break it down a little?

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When an individual (an ID) has a self-
determined need/interest/desire for a
service or product, they will emit an IN
MARKET signal.
This allows companies that fit the bill to
evaluate if they are likely to win this
customer – i.e. do a value exchange with
the ID.
Example:
[An IDs overcoat is threadbare, and with
winter coming (not that winter), the
automated signal is sent to companies]
IN MARKET
BREAKING IT DOWN

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Both individuals and objects will generate
constant amounts of data at the event
stream level.
This stream of data is tied to individuals
and/or interactions.
Example:
[An ID looks at painting at home for three
minutes. Gaze monitoring emits events if
intent patterns are matched such as
continuous looking for more than 30 seconds
at object. The gaze event includes the
object and its properties]
DATA PROVENANCE
BREAKING IT DOWN

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The first entity to process this data is
your own Personal Artificial Intelligence.
The PAI both monitors events and emits its
own events based on monitoring of behavior.
The granularity of monitoring and thus the
richness of the event stream depends on
processing currency expenditure.
PAI capabilities are determined by
processing spend, data richness, and
modelling capacity.
P.A.I.
BREAKING IT DOWN

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All events are recorded in a DL
(distributed ledger).
Data validity stems from the size of the
DLT provider that records data together
with the provider authority and
reliability.
All IDs are linked to a DLT from birth.
These are called tribes.
DATA VALIDITY
BREAKING IT DOWN

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Tribes allow for value exchange for
different strata of data at different
terms.
Example:
[The Aselgeia Tribe caters to exchanges
across all strata including social, bio-
medical and personal data. The exchange
terms are next-to-zero gold currency from
ID and both use-license, processing
currency and company currency from Company]
TRIBES
BREAKING IT DOWN

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Until majority IDs are aligned with the
national or supranational Hebe tribe, where
bio and consumer data strata is unavailable
for exchange and social data strata is only
accessible in person-2-person permissioned
exchanges.
After majority IDs can chose/apply to other
tribes – which will accept the ID based on
whether they meet the tribe requirements –
which might involve a certain level of data
richness.
MAJORITY
BREAKING IT DOWN

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“If you are not paying, you are the
product” the old-timers used to say, but
they missed the point.
Data is currency.
Social influence is currency.
Processing power is currency.
Company membership points are currency.
Products are not just products. They can
span both services and physical or digital
items with property of single-use or reuse.
VALUE EXCHANGE
BREAKING IT DOWN

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Traditional transfer of physical ownership
is one end of the spectrum which includes
aspects such as
• Exclusivity/sharing/commercial
use/alteration
But also
• Licensing/leasing/sponsoring
All of these are on the table when setting
terms for a value exchange.
EXCHANGE TERMS
BREAKING IT DOWN

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BASE PRODUCTS
IN Market Exchange Evaluator
• Value exchange probability for your product
• Probable exchange terms i.e. payment, services,
licensing/ownership contract, corporation
• Long term/short term value exchange profile

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How do we know the probability of value exchange?

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For the duration of the window, the
companies that are auto-approved for that
product category by the Tribe, get access
to the relevant data strata.
IN MARKET WINDOW
BREAKING IT DOWN

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Meta-analytics providers maintain access
rights to specific Tribes and strata – such
as the LOCUST data set – which allows
training of ML models with various
purposes.
Example:
[Using markers for strength of purchasing
desire, brand affiliation markers, product
usage patterns and satisfaction markers a
model is trained to estimate ID-Product fit
- i.e. value exchange probability.]
PRE-TRAINED MODELS
BREAKING IT DOWN

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Data as we understand it now is something
that is had.
But that notion is an amalgam.
In the future there is the ledger, and
there is access to the ledger.
Access can be local to a transaction,
temporal as for the in-market window, and
it has a quantifiable value.
Data in the future will be ‘need-to-know’-
access.
DATA
BREAKING IT DOWN

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Companies and IDs can enter into continuous
data-access contracts. This is called
corporation.
IDs representing a product usage pattern,
which spans a larger range of use cases for
the product, can be of high relevance for
the purpose of product development.
Example:
[An ID is very quick to try out new
features in a SAAS-product and utilizes the
product at a high frequency which brings
pressure to usability of features]
CORPORATION
BREAKING IT DOWN

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As a company you are legally and
financially required to keep ledger of
transactions linked to individuals.
This happens through the LEGAL ID, which
all those who transact with the ID has
access to for the required legal duration.
The LEGAL ID provides no access to any
strata. The company doesn’t know who their
non-corporated customers are, but they know
they exist.
CUSTOMERS
BREAKING IT DOWN

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Transactional
Product development
Advertisement
Authentication
Legal
NEED TO KNOW CONTEXTS
BREAKING IT DOWN
- Location
- Credit
- Usage patterns
- Auto + expressed satisfaction
- Tribe affiliation
- Brand rating
- Contextual ID
- Transaction
- Legal ID

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All beings are issued with a BIO-ID (biometric
identity) and base LEGAL-ID upon birth from the
national or supranational identity bank.
Interfacing with the governmental institutions
is as BIO-ID.
Further IDs can be created at a processing cost
and be used for either predefined categories or
ad hoc usage. Most PAIs create a Service-ID to
carry out autonomous transactions.
IDENTITY
BREAKING IT DOWN

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AI CAPABILITIES
• PRODUCT SATISFACTION MONITORING – use
frequency, quality of mentions,
supplementation with similar products
• NEED ANTICIPATION – time of year I ski,
bake, cry a lot, exercise
• DEADLINE MONITORING – library books,
bills, birthdays
• RECOMMENDATIONS – wine, music, culture
• MOOD GAUGE – sarcasm detector, diaphragm
tensing, backhander count
CORPORATION HYGIENE
IN MARKET FLAGS
ALERTS+PLANNING
HYPER-RELEVANCE
PILL RECOMMENDATION

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Questions or comments?
(Questions beginning with ‘how’ are frowned upon)

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Event streaming and blockchain
https://pegasys.tech/subscribing-to-events-at-scale-with-pegasys-plus/
Blockchain and the General Data Protection Regulation
https://www.europarl.europa.eu/RegData/etudes/STUD/2019/634445/EPRS_STU(2019)634445_E
N.pdf
Self-sovereign identities
https://www.computerworld.com/article/3244128/how-blockchain-makes-self-sovereign-
identities-possible.html
Blockchain for Social Impact
https://www.gsb.stanford.edu/sites/gsb/files/publication-pdf/csi-report-2019-
blockchain-social-impact.pdf
Ease of Tokenization
https://medium.com/bitfwd/how-to-issue-your-own-token-on-ethereum-in-less-than-20-
minutes-ac1f8f022793
Infinite Ease
https://www.wired.com/story/how-dumb-design-wwii-plane-led-macintosh/
Online Advertisement
https://thecorrespondent.com/100/the-new-dot-com-bubble-is-here-its-called-online-
advertising/13228924500-22d5fd24
Blockchain Benefits Ignored
https://www.coindesk.com/the-real-benefits-of-blockchain-are-here-theyre-being-
ignored
INTERESTING STUFF