DMSIG -- "Recycling Digital Exhaust for Fun and Money", Talk Slides - 6/27/2011

Speaker:

Joshua Koran

Event Details

Challenges and approaches to the design of contextual and behavioral interest classification systems in online advertising

Abstract: 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.

Speaker Bio

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. As former vice president, targeting and optimization for ValueClick, Inc., Mr. Koran oversaw product development of the company's behavioral targeting platform and optimization technologies. While at ValueClick, he co-chaired the IAB's Data Usage and Control Sub-committee, which recently published its industry primer on data use and control (PDF) and helped draft the IAB's Terms & Conditions contractual language that control online data rights. He also advised the NAI on consumer privacy technical standards to enable enhanced notice, and as technical expert for Ad Network Educational Consortium, he advised Congress on proposed privacy legislation.
Before joining ValueClick in 2007, Mr. Koran was director of product management and engineering at Yahoo!, where he designed and patented Yahoo!'s industry-leading behavioral targeting platform. Prior to Yahoo!, Mr. Koran was director of product management at YesMail, where he was in charge of developing its core retention e-mail platform and enhancing the company's real-time business analytics and dynamic personalization technologies. Mr. Koran has held director-level positions at other online marketing analytics firms, including Angara, where he helped pioneer anonymous, real-time personalization technologies and Personify, where he led development of the company's website analytics and profiling platform.

Category:

Science & Technology

Tags:

• ACM
• 2011
• 0627
• SLIDES