introducing appssavvy - activity-based advertising
DESCRIPTION
Presented to audience during the 2013 WalkAboutNYC (walkaboutnyc.com) event to introduce appssavvy's philosophy on advertising, its data taxonomy, and platform.TRANSCRIPT
introducing
rethinking the delivery and reception of advertising
Peter Wang SVP Product & Engineering
Carnegie Mellon University
Finance -> Social Media -> Advertising
about.me/pywang
For 5 years, our mission has always been
to make advertising better.
4 offices
10+ awards
Real-time activity
Page-based Impressions >
display advertising as we know it…
what users are doing today –– activities
gaming listening tweeting
checking in sharing pinning
send
share
gift buy
play
message
invite
sell
receive
shop
view complete
watch
collect
achieve
boost
level up
purchase
consume download create
comment
visit
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
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
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
Thank you!
@peterpeterwang @appssavvy