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Introducing appssavvy - activity-based advertising

Presented to audience during the 2013 WalkAboutNYC (walkaboutnyc.com) event to introduce appssavvy's philosophy on advertising, its data taxonomy, and platform.

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Introducing appssavvy - activity-based advertising

  1. 1. introducingrethinking the delivery and reception of advertising
  2. 2. Peter WangSVP Product & EngineeringCarnegie Mellon UniversityFinance -> Social Media -> Advertisingabout.me/pywang
  3. 3. For 5 years,our mission has always beento make advertising better.
  4. 4. 4 offices
  5. 5. 10+ awards
  6. 6. Real-timeactivityPage-basedImpressions>
  7. 7. display advertising as we know it…            
  8. 8. what users are doing today –– activitiesgaming listening tweetingcheckinginsharingpinning
  9. 9. sendsharegiftbuyplaymessageinvitesellreceiveshopviewcompletewatchcollectachieveboostlevel uppurchaseconsume downloadcreatecommentvisit
  10. 10. platform componentsActionable Intelligencedata › analysis › intelligenceApache Cassandra,Hadoop, PostgreSQL,node.jsPublisher Integration (SDK)Android & iOSmobile devicesPublisher Integration (API)Desktop &mobile browsersJavaScript Java, Objective CThinking & ExecutionActivity request validation,data enrichment,ad optimization, ad servingJavaManagement + StorytellingPublishers and advertisers tomanage ad experiences andaccess Insightsnode.js
  11. 11. propertypublisheractivitycampaigntimeuseradtivitytaxonomycreative・  Flight Dates・  Rev Channel・  Campaign・  Vertical・  KPI・  Account・  Brand・  Product・  Budget・  gCPM・  Client API・  Billing Terms・  Cancellation Terms・  Target Channel・  Rate Type・  Required Metric・  Placements・  CTA Count・  Size・  Interaction Type・  IAB Standard・  Ad Details・  Traffic Method・  Producer・  Format・  Video Type・  Video Player・  Video Length・  Geo Target・  PUID – 3rd Party・  PUID - adMetrics・  Demographic・  User Agent・  Geo・  Referral Host・  Intent・  Action・  Object・  Ad Frame Type・  Frequency Cap・  API Version・  SDK Version・  Interaction Events・  Name・  Platform・  Rev Share %・  Floor eCPM・  Audience Demo・  Audience Volume・  Industry・  Accepted Ad Formats・  Name・  Domain
  12. 12. brand objective    e.g., awareness, recall, loyaltycampaign goals    e.g., view, interact, or clickcall-to-action    e.g., like, tweet, redeem, enter contestpurchase funnel    e.g., top vs. bottomintent why  is  ac)vity  performed?  e.g., to create, share or communicateaction what  is  the  ac)vity  performed?  e.g., by voting, commenting, updating, or checking inobject what  is  the  ac)on  performed  on?  e.g., the article, the message, the picture, the high score
  13. 13. Thank you!@peterpeterwang@appssavvy

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