Virtual Revolution BBC

1. The cost of free
Godfraind Matthieu

2. Summary
 Introduction
 AdWords
 - How it works
 - Auction
 - Gmail
 Recommender Systems
 Content-based
 Collaborative-filtering
 Risks and dangers
 Misuse
 Filter Bubble
 Conclusion

3. Introduction
 Everyday web use mainly free
 News for free
 Research for free
 Connect with friends and family for free

4. Introduction – A few numbers
 http://www.internetlivestats.com
 It all has a price
 Where does the money come from?

5. AdWords – How it works?

6. AdWords - Auction
 Ad Rank = Bid * Quality Score
 Quality Score
 - Landing Page Experience
 - Ad Relevance
 - Expected Click-trough Rate
 Bid : Maximum cost per click

7. AdWords - Auction
Advertiser Bid Quality Score Ad Rank Effective Cost
Henry 100$ 1 100 16,01$
Molly 2$ 8 16 1,51$
Peter 3$ 4 12 2,26$
Harry 1$ 9 9 Lose Auction
Margaret 2$ 4 8 Lose Auction

8. AdWords - Gmail

9. Recommenders Systems - Benefits
 Better user experience – Personalized Experience
 Increase sales

10. Recommender System – Content-based
 Content-based filtering
 What the user liked in past
 Offer similar item
 e.g. : An user as preference for sci-fi movies

11. Recommenders Systems – Collaborative Filtering
 Patterns
 Users with similar behaviours
 More likely to do and to like the same stuff

12. Risks and dangers – Misuse
 Who might use it tomorrow?
 19th century, Netherlands organized census
 Provide religion
 Give a proper burial
 1939…

13. Risks and dangers : Filter bubble
 Isolate the user
 Cultural
 Ideology
 Taste
 Limit the discovery of new ideas, subjects,…
 Disconnect your community from others

14. Risks and dangers – Filter bubble

15. Conclusion
 Flow of information is control by major companies (Google, Facebook,,,)
 Risk Reward
 Free at the expanse of our privacy

16. Sources
 http://www.wikipedia.org/*
 https://gigaom.com/2014/04/17/the-price-of-being-webscale-google-spent-
2-34b-on-infrastructure-in-q1/
 BBC : The virtual revolution episode 3 : The cost of free
 https://www.youtube.com/watch?v=05we2g3Edgs
 https://www.youtube.com/watch?v=B8ofWFx525s