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DataMining – Recycling Digital Exhaust for Fun and Money
June 27, 2011 @ 6:30 pm
DMSIG – Recycling Digital Exhaust for Fun and Money – Challenges and approaches to the design of contextual and behavioral interest classification systems in online advertising, June 27, 2011 Location: LinkedIn, 2025 Stierlin Ct, Mountain View, CA 94043
Date: Monday June 27, 2011; 6:30 pm 6:30 – 9:00 pm (6:30 – 7:00 networking & snacks; 7:00 – 7:10 announcements; 7:10+ presentation, Q&A)
Cost: Free and open to all who wish to attend, but membership is only $20/year. Anyone may join our mailing list at no charge, and receive announcements of upcoming events.
Speakers: Joshua Koran
Online advertising funds a majority of the free services on the Internet we enjoy. Yet few of us understand what digital footprints we leave behind in our daily use of the web. Fewer still know how these “traffic” patterns are used to improve the effectiveness of the content and the advertising we see. The purpose of this talk is to provide a concise overview of how companies re-purpose patterns of previous online activity to improve the matching of content to audiences. After providing a sketch of the elements within our “digital exhaust” and how it is captured, this talk explores the challenges and techniques used in visitor identification and content classification of webpage context. This talk then reviews how these procedures power online ad server algorithms to reduce advertising waste. The talk ends with thoughts on how the practices of recycling online data is increasingly being adapted to influence our offline consumer purchase activities.
Joshua Koran is one of the online advertising industry’s most knowledgeable behavioral targeting technology experts, having designed the BT applications that generate 30+% of industry’s annual behavioral targeting revenue. He has also been granted ten patents related to this field.