Introducing appssavvy - activity-based advertising
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This document introduces a new approach to digital advertising delivery focused on user activities rather than traditional page-based impressions. It discusses moving from displaying ads to opportunities associated with what users are doing, such as gaming, tweeting, checking in. The proposed platform would analyze user data and intelligence to optimize ad experiences around user activities. It provides an overview of the technical components including data integration, ad optimization and serving, as well as management tools for publishers and advertisers.
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Introducing appssavvy - activity-based advertising
- 1. introducing rethinking the delivery and reception of advertising
- 3. Peter Wang SVP Product & Engineering Carnegie Mellon University Finance -> Social Media -> Advertising about.me/pywang
- 4. For 5 years, our mission has always been to make advertising better.
- 8. 4 offices
- 9. 10+ awards
- 12. display advertising as we know it…
- 13. what users are doing today –– activities gaming listening tweeting checking in sharingpinning
- 16. platform components Actionable Intelligence data › analysis › intelligence Apache Cassandra, Hadoop, PostgreSQL, node.js Publisher Integration (SDK) Android & iOS mobile devices Publisher Integration (API) Desktop & mobile browsers JavaScript Java, Objective C Thinking & Execution Activity request validation, data enrichment, ad optimization, ad serving Java Management + Storytelling Publishers and advertisers to manage ad experiences and access Insights node.js
- 17. property publisher activity campaign time user adtivity taxonomy creative ・ 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
- 18. brand objective e.g., awareness, recall, loyalty campaign goals e.g., view, interact, or click call-to-action e.g., like, tweet, redeem, enter contest purchase funnel e.g., top vs. bottom intent why is ac)vity performed? e.g., to create, share or communicate action what is the ac)vity performed? e.g., by voting, commenting, updating, or checking in object what is the ac)on performed on? e.g., the article, the message, the picture, the high score