Data Mining Camp 2011 Keynote - Machine Learning on Big Data for Personalized Internet Advertising
Marketers have long sought more effective ways to reach their audience – to show the right ad to the right person at the right time. Huge volumes of internet activity data, advances in machine learning methods, new hardware and software for large scale distributed computing and developments in real-time decisioning have finally made this possible. Increasingly, selecting the particular advertisement that is shown online is decided via an auction that takes place in a fraction of a second, all while the page is loading. In this presentation, Michael Recce, VP Modeling and Optimization at Quantcast, will discuss meeting the challenges in personalized advertising. The process involves multiple machine learning methods to evaluate about 15 billion individual daily media events, while leveraging this data to to make precise bids in almost 100,000 auctions every second.
Speaker: Michael Recce, VP Modeling and Optimization at Quantcast
Dr. Michael Recce has been managing the Modeling team at Quantcast since 2010. Prior to Quantcast, he lead Fortent’s transaction monitoring and risk assessment systems. For seven years, Michael worked extensively with financial institutions devising improved methods for detecting unusual activity in financial transaction data. Early in his career, Michael was a product engineering manager at Intel Corporation, where he led the development of new memory products for the company. Other projects he has worked on include the design of a control system for a space-based robot for Daimler-Benz, which was developed to run scientific and engineering experiments in the space station. Michael holds six patents, including one for research of a behavioral biometric called dynamic grip recognition, and was a recipient of the Thomas A. Edison Award in 2005. He has been a lecturer at University College, London and a professor of information systems at New Jersey Institute of Technology. He received his bachelor's degree from the University of California-Santa Cruz and his doctorate from University College, London.