Konrad Feldman, CEO of Quantcast
Big Data and the Future of Advertising and Marketing
For marketers, data has become a critical asset throughout their role. Though not as “in your face” as great content or a creative video, data is the new lifeblood of their function. Not only is data essential for success, but the more data companies have, the more accurately and efficiently they can engage their customers and influence the market. Effective use of data in marketing and advertising will increasingly become a differentiating factor between businesses in this information economy. Konrad will explore the challenges, opportunities and what the future may hold for the use of big data in marketing and advertising.
4. Measurement
• World’s best audience
measurement service
• Groundbreaking direct
measurement & insights
• For sites, publishers,
networks and advertisers
of any size
• 100% free for everyone
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15. The Exchange sends a
Bid Request, with information
regarding the individual ad
impression, to all Qualifying
Exchange Participants.
100s – 1000s
of Potential Buyers
18. What are the interests of this user?
0:00:00.040
0:00:00.035
0:00:00.030
0:00:00.050
0:00:00.045
Have they been shown impressions before
for this campaign?
How much do they consume on the Internet?
Where is this user in the world?
What device is the user browsing on?
Who is the publisher and what
is the context of this site and page?
How has this campaign performed on
this site in the past?
Is the impression above or below the fold?
What’s the time of day for the user?
19. What are the interests of this user?
0:00:00.060
Have they been shown impressions before
for this campaign?
How much do they consume on the Internet?
Determine Where is this user in the world?
Bid Value for
Highest Rated What device is the user browsing on?
Who is the publisher and what
is the context of this site and page?
How has this campaign performed on
this site in the past?
Is the impression above or below the fold?
What’s the time of day for the user?
20. 0:00:00.100
Bidding Race
Bids are submitted to the
Exchange by all participants.
Even if the impression is not
desired, $0.00 is bid to
indicate buyer’s capability
to respond.
33. Big Data’s Innovation Cycle
Data
• Big data tends to follow
an iterative cycle within Capacity
Analysis
Capability
organizations
• These cycles are
accelerating
Data Use Analysts
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39. Big Data
BY THE NUMBERS
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40. Data
Real-Time Ingest
500,000+ / sec. Big Raw Data
Massive Transaction Volume 40+ TB / day
750+ Billion / mo.
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41. Computers
Real Estate
15+ Data Centers Machines
Largest Data Center 1,000+ Servers
40+ Racks
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42. Data Processing
Daily Processing Scaling Petabytes per day
30
25
25+ 20
15
Petabytes 10
5
0
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43. People who buys shoes online
More likely to visit... More likely affiliation...
Site Score Affiliation Score
runnersworld.com Democrat
halfmarathons.net Libertarian
athlinks.com Independent
runningintheusa.com Republican
flotrack.org
running.about.com
letsrun.com
eatliverun.com
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44. Advertising Insights: Clickers vs. Converters
• 85% of clicks come from just
8% of internet users
• Converters have a distinct
profile, which is nothing like Clickers (over-index low income)
the clickers
Converters (over-index high income)
• Most converters don’t click
ads. They view them
• Clickers are not the target
customer
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45. Traditional Display
50
Impressions Bought in
Aggregate 40
Priced as a Whole
30
Focus: Cost
CPA
Key Skill: Negotiation 20
10
-
CPM
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49. Implications for Advertising and Marketing
• Data Science over Human Hypothesis
– People guide, computers execute
– Media buying must change to accommodate
• Marketers, BYOD (Bring Your Own Data)
– Leverage website and CRM assets
• Publishers, get data smart
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