1. COMPUTATIONAL ADVERTISINGINNOVATIONmeasurementframeworks + frontiers @CosimoAccoto Auditing Innovation + AuditConference June 30th 2011 (information design by Deb Roy, 2011)
2. Let’s talk about New advertising platforms, marketplaces and the artificial innovation Audience information systems, measurement issues, social media metrics From the emergence of hyperlocal analytics to the futures of reality mining @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
3. Why computational? Computing Exploitation Algorithmic/Code Culture A lot of Math & Sciences (Information retrieval, Large scale search and text analysis, Statistical modeling, Machine learning, Microeconomics, Game theory, Auction theory, Mechanism design, Classification, Optimization, Recommender systems…) Thinking algorithmically about an old challenge… Source: Broder and Josifovsky, Introduction to Computational Advertising (2010) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
4. Computational Advertising “Find the best match between a given user in a given context and a suitable advertisement Design markets and exchanges that help in this task, and maximize value for users, advertisers, and publishers Build the infrastructure to support this process” Source: Broder and Josifovsky, Introduction to Computational Advertising (2010) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
5. Digital Eyeballs Marketplace Targeting as a “dual solution”: match a given optimum adv and a given optimum user Personas: Behavioral, Re-targeting/… Negotiation (GD) and Auction (NGD) > @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
6. Sponsored Search Market Search advertising as a new form of “matching market” CTR slots/revenue per click of the advertiser. Keyword and Search engine intelligence (SEI) Quality Score on the fly Auction models: first price, generalized second price (GSP)… Source: Easley and Kleinberg, Networks, Crowds and Markets (2010) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
8. …algorithms Automated systems are needed not just because of the speed of the auctions—a human wouldn’t be able to bid in a fraction of a second—but also because of the complex nature of the item that is being sold. The complexity arises because of the varied needs of advertisers … Source: MacAfee, The Design of Advertising Exchanges (2011) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
10. Traceability Two-way connections Trace-leaving tecnologies (from trace to event) Measurability Built-in Measurements Audiometric Models (testing and actionable metrics) The “Infinite” Measurability Accountability Business Goals + Marketing Orientation (towards predictive KPI) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
11. Audience Information Systems Log File/Page Tagging/Network Sniffing/ Ad server/Network/Exchange/DDS/SSP/ Yield Optimizer/ Metered Panel/Hybrid Panel/ Ad verification/Ad control platforms/ @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
12. Measurement Issues Information Overload (“Big Data”) Standardization in progress Data Discrepancies > ReconciliationCross & Credit Attribution Models Impression/Click Billability Measurement Co-Evolution with New Media ! @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
14. Social Media Metrics Conversation is not reputation, reputation is not image Economic Rationality (planning, resources, Influence) Management beyond control. Communication Rationality (leadership, storytelling..) Source: Andreina Mandelli in Mandelli e Accoto, Marca e Metriche nei Social Media (2010) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
15. Mobile Interface Transduction of space + mobility= hybrid spaces Not a “third screen”, but a service & cognitive interface Hyperlocality: mobile+geo+social+augmented @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
16. “Location sharing” as marketing enabler Geosocial/SocioLocal/Co-proximity marketing From Social Graphs to Spatial Networks Social Gaming, Gamification Theory Social Networks + Sensors Networks Mobile Augmented Reality Critical issues: locational privacy, real-time/geodata info, innovation- adoption approach, open api, value to customers, brand ubiquity ?? @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
17.
18. By location-based engagements (LBE) we mean how users interact with the places they visit via their mobile handsets.
19. These engagements might be in the form of a check-in (the simplest form of an LBE) or a deeper engagements such as posting a photo, leaving a tip, or pushing a check-in notification to Facebook or Twitter”Source: Geotoko (2011); Derek Browers, MomentFeed (2011) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
27. # game challengesSource: Geotoko (2011); MomentFeed (2011); Leist (2011) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
28. Mobile Augmented Reality Device Sensors: GPS (location), Compass (direction), Accelerometer/Gyroscope (orientation, fine motion), Camera (live video display, machine vision) + Contestualized Data Point of Interest (poi), Georeferenced media, Data Feeds, Image recognition = Mobile Augmented reality (magic lens, magic mirror) a non-exclusive space? Source: Skwareck and Hocking, in Lens-FitzGerald (2011) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
29. A Post-Exposure Age the “dark matter” Source: adapted from P. M. Napoli, Audience Evolution and the future … (2011) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
30. Towards the dark matter (exploring the “Reality Mining”) From a cognitive experiment … …to “TV Genoma” project Source: Deb Roy, TV GENOMA Project (2011) @CosimoAccoto Auditing Innovation A+ Audit Conference June 30th 2011
