Business.com CEO Tony Uphoff speaks at ABM and Information Industry Summit 2015 in the session "How Automation and Algorithms Can Make or Break Content and Advertising-Driven Businesses."
Along with John Felahi, Chief Strategy Officer, Content Analyst, Uphoff discusses the value of data analysis in the creation of content and strategy.
Presentation description: Striking the balance between being a "content company" and a "technology company" is essential to our success. Our workflows, our culture and our revenue are being dictated more and more by the technology in our marketplace. In this session, industry experts show how data-driven publishing, advanced analytics and algorithmic advertising are going to change the fundamentals of how we operate as information and media companies.
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What is This “Data” You Speak of?
Data now informs all aspects of media, on and offline. At Business.com we view every site
interaction as valuable pieces of data that guide our audience and advertiser experience
and ongoing product development.
Audience Data
DMP: Proprietary Finch Platform built in Mongo DB
Track every visit to tailor the experience for the audience
Advertiser Data
DSP: Krux
Data from DMP fed into Krux to accelerate and expand targeted
audiences and inform media buying
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What the Heck is an Algorithm?
Automated way of making transactional decisions to maximize a quantified outcome, such
as user actions, sentiment shift, or viewability. Algorithms can be simple or hugely
complex. They can use advanced math or simple rules. Algorithms can be subject to
constraints like budgets, targeting, or pacing.
Content
Positive audience experience, by selecting and serving
personalized content based on ongoing audience data; profile,
interests and intentions.
Advertising
Increased advertising performance, by serving contextual
advertising based on the interests and intentions of the audience.
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Behavioral Vs. Contextual
Behavioral targeting can
be valuable. It can also
result in interruption-
based advertising that is
wildly out of context.
Contextual delivery of
content and advertising,
Native, is the key but
you may need to
sacrifice scale.