The Potential & Pitfalls of Big Data by Jag Duggal of Quantcast - SIC2014
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The document discusses the potential and pitfalls of big data. It notes that while big data will change the world, there are challenges to address like viewability of ads, inaccurate attribution windows, and incentives for bad behaviors. Proper tools and human expertise are needed to guide machines to realize big data's full potential while avoiding these pitfalls. Big data will require constant innovation, as seen with the creation of Map Reduce, Hadoop, and now newer technologies like Quantcast File System.
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The Potential & Pitfalls of Big Data by Jag Duggal of Quantcast - SIC2014
- 1. The Potential & Pitfalls of Big Data Jag Duggal, SVP Product, Quantcast Seattle, WA October 15, 2014 Copyright 2014 Quantcast
- 2. Copyright 2014 Quantcast Quantcast is an advertising technology company but a big data company first 100M Access browsing behavior of +100M destinations 600X We see each U.S. consumer over 600 times per month A Top 5 data processing organization alongside Google and U.S. Dept. of Defense
- 3. A data revolution, a relevance revolution Radio Copyright 2014 Quantcast Health Education Politics Agriculture
- 4. Copyright 2014 Quantcast Larger than the original internet revolution Copyright 2014 Quantcast
- 5. Copyright 2014 Quantcast Big data will change the world as we know it
- 6. Copyright 2014 Quantcast Economy GDP % growth, annual Source: The World Bank 4.00 3.00 2.00 1.00 0.00 -1.00 -2.00 -3.00 -4.00 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Annual % Growth
- 7. Copyright 2014 Quantcast Geo-Politics “When you look at our differing views of the Arab Spring, on how to deal with Iran, on changing energy markets that make gulf oil less central — these things have altered the basis of U.S.- Saudi relations.” Source: NY Times
- 8. Copyright 2014 Quantcast Climate Change 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Emmisions (million metric tons) U.S. CO2 Emissions, 1990-2012 Source: U.S. EPA Inventory of U.S. Greenhouse Gas and Sinks
- 9. GDP % growth, annual Source: The World Bank Copyright 2014 Quantcast Big data will change the world as we know it “When you look at our differing views of the Arab Spring, on how to deal with Iran, on changing energy markets that make gulf oil less central — these things have altered the basis of U.S.-Saudi relations.” U.S. CO2 Emissions, 1990-2012 Source: U.S. EPA Inventory of U.S. Greenhouse Gas and Sinks 7000 6000 5000 4000 3000 2000 1000 0 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Emmisions (million metric tons) Geo-Politics Climate Change Economy 4.00 3.00 2.00 1.00 0.00 -1.00 -2.00 -3.00 -4.00 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Annual % Growth is changing
- 10. Copyright 2014 Quantcast Epicenter: Online Media & Advertising Fragmentation at a whole new level. Impressions delivered individually, each entirely distinct. Segments of One.
- 11. Copyright 2014 Quantcast Big data…necessity is the mother of invention • Map Reduce & Hadoop invented by Google and Yahoo…because personalized media required it • Today, used in almost every industry • We buried last vestige of Hadoop at Quantcast two weeks ago… • ….no longer up to the scale required • We use instead Quantcast File System (QFS) which we open-sourced
- 13. Copyright 2014 Quantcast Big data and machine learning only as effective as the human expertise and wisdom that guides it
- 14. Copyright 2014 Quantcast (Un)Viewable ads
- 15. (Wrong) Attribution window Copyright 2014 Quantcast Mismatch Actual customer journey vs. Artificial conversion window (Beta Quantcast Report)
- 16. Copyright 2014 Quantcast Last touch attribution
- 17. Copyright 2014 Quantcast Bad incentives lead to bad behavior: wasted budgets
- 18. Split funnel attribution Pay for what you want… new customers Copyright 2014 Quantcast Site Visit Conversion Event (e.g. Jag buys plane ticket on April 4th) Last View 1 2 Split Credit for Each Conversion You Decide How to Divide Credit Last View Last View before Site Visit Before Visit
- 19. Tools emerging to allow humans to guide the machines Viewability Moat, DoubleVerify, Integral…and MRC Copyright 2014 Quantcast Conversion Window Awareness by agency experts Last touch Attribution that “splits the funnel” pioneered by Abakus, Ensighten, Quantcast…and perhaps others
- 20. Copyright 2014 Quantcast Selling plane tickets
- 21. Present at the creation...
- 22. Jag Duggal SVP of Product jduggal@quantcast.com Thank you. Copyright 2014 Quantcast | Copyright 2014 Quantcast | Confidential
Editor's Notes
- For the better part of the last decade, we’ve been amassing an unparalleled perspective on the entirety of internet activity at an individual level through our Quantcast Measure product. The Quantcast code is embedded in hundreds of millions of websites. By the time a consumer visits your site we’ve seen them 600Xs that month already. This provides us with an unique real-time perspective on consumer behavior. We’re able sense instantaneous shifts and see patterns that are invisible to everyone else No one else has and sees this activity all in real time and subsequently an advertising solution that’s woven into the fabric of the internet.
- Decline in growth of health care costs Repair of the housing market Energy (natural gas) revolution Rebound in manufacturing – driven in part by cheap energy
- Its hard enough for Harry Crane to keep track of a large number of media choices, but RTB pushes the traditional approaches to breaking point. When you then consider that we’re not just choosing from amongst thousands of media destinations, but in fact choosing from billions of individual impressions, the task is even more daunting for a traditional approach. And this is not some small side show…
- AI beat Gary Kasparov in 1997.
- McDonalds 2013 US Ad Spend by Media Source: eMarketer ($ in thousands) 2013 Print $47,609 TV $737,783 Radio $76,230 Outdoor $84,941 Internet (display-only) $29,008 Total Measured $975,571 Total Unmeasured $458,669 Total: $1,434,240
- >20 ads in <10 minutes After the site visit, Most not viewable
- AI beat Gary Kasparov in 1997.