1. Getting Cozy With Raw Data
(A Cautionary Tale)
Yael Elmatad
Data Scientist, Tapad
@y_s_e
2. The Ad Tech Space
The goal of Ad Tech is to show advertisements to consumers
on the internet and to ensure that the right ad gets shown to
the right person.
Many components:
Publishers who have ad space on their pages
"Sell" side platforms which aggregate publishers and
facilitate selling of ad space
"Buy" side platforms (like Tapad) which bid on that space
to show current ad campaigns
Advertisers who entrust demand side platforms to place
their content appropriately
4. Tapad Connects Consumers' Devices
To address these issues, Tapad built The Device Graph.
The Device Graph seeks to connect devices within a household for
targeting across multiple screens.
Our edges are inferred based on a variety of techniques including
co-location, partnerships with other companies,
and obfuscated login data (where no personally identifiable data is
ever observed).
9. Pros/Cons of Segment Data
Pros:
Relatively extensive coverage
Simple to read/human intelligible
Finite
Cons:
Don't know how the segments are determined (black box)
Different providers may not have the same methods
The longer a device has been in our graph the more audiences
it will accumulate (snowballs)
10. Plan of Attack
1. Used the segments as features to create feature
vectors.
2. Compared several methods:
Simple dot product (baseline)
Probabilistic approaches that use segment
co-occurrence
Machine learning approaches that use truth data and
existing graph structure as proxy data.
11. What Do We Mean By Proxy Data?
Assumption:
Two nodes connected in The (household) Device
Graph are more likely to be similar to
each other than two unconnected nodes.
14. Well, how do segment data perform?
In a word: poorly.
Our attempts eked in just above the random line around an
average win_value = 0.55.
At most, 10% better than random!
26. Learn more about Tapad
Read our blog:
http://engineering.tapad.com
Follow us on twitter:
@tapad
@tapadeng
Follow us on Instagram:
@tapadinc (includes a picture of yours truly in a headstand.)
Contact me:
yael@tapad.com, @y_s_e