Machine Learning & BlockChains: A Cutting Edge Innovation to Digital Advertising

Post contributed by:

Product Management Team – Emerging Technologies

Artificial intelligence (AI) is defined as intelligence that is portrayed by machines. AI enables machines to perform cognitive tasks that are typically done by humans. However, much of what we see in the sci-fi movies is what scientist have been exploring since the 1950s. No doubt, much innovation has happened within the sector of Machine Learning and Deep Learning, which are segments of AI. While much innovation has to continue while AI is able to debut itself fully within digital advertising, its early onset and testing is well underway. Similarly, blockchain protocol aims to improve the landscape by proving transparency and streamline the supply chain efficiency.

Today, there are thousands of brands that have used machine learning to provide better customer experiences. Marketers and advertisers have realized the potential of big data and machine learning algorithms as a tool for improving their campaigns’ effectiveness. Though some brands remain uncertain about the impact of artificial intelligence in the immediate future, the possibilities have started to fuel exploration and investments in several new ventures with the digital advertising industry. However, the technological and talent pool shortage has slowed down the progression beyond its current exploration phase.

AI: Automated content creation

Several companies are using natural language generation or NLG to tell their data-driven stories faster than normal human beings. Natural language generation uses human-designed algorithms to parse data as well as to convert it into readable copies. For instance, some e-commerce firms are using artificial intelligence to come up with product descriptions. Real estate agencies are also using AI to create property listings. That means these companies don’t have to struggle with writers that compromise the quality of their content. That’s because AI enables them to create automated, high quality content. Additionally, this technology is more cost-effective and it can be used by in-house advertisers and marketers to write descriptions instead of hiring freelancers.

Basically, NLG enables advertisers or marketers to use their data to automatically create content. This enables them to write many stories within minutes and use them to attract exponential traffic and generate more leads and increase sales for fewer or same resources.

Improved customer experience

Global spending on cognitive systems is expected to hit $31.3 billion by 2019. In fact, some experts say that artificial intelligence might double the rates of economic growth by 2035 while boosting labor productivity by up to 40%. Although there is the lure of the cost-savings that artificial intelligence brings to businesses, the major goal for advertisers and marketers is to ensure that their brand experience is more predictive and personalized. Perhaps, that’s because redesigning a digital experience or making over a site or an app is one thing and adding cognitive computing and thinking power into the embedded experiences is another.

Mona Lisa is DaVinci IITM’s public face for artificial intelligence, similar to IBM’s Watson. It is a cloud-based cognitive engine for digital marketing platform, programmed with the capacity to thinking like a human media analyst. Mona Lisa uses machine learning and natural language processing to enable brands to have one-to-one, relevant consumer to brand experiences. The data harnessed and utilized is on the basis of product and new consumer insights.

MonaLisa: AI
DaVinci IITM: AI & BlockChain

AdTech: BlockChain

For the past several years, adtech has been battling ad fraud ranging from: incorrect counting, ad viewability, discrepancies, just to name but a few venues. In EU, we have pending GDPR deadline fast approaching on top of that, to ensure brand ads are placed on safe sites. While AI will no doubt help with this, there are innovations that DaVinci IITM has been working on. Aside from the upcoming announcements from the DaVinci IITM Labs team, my team has been working on the blockchain as a venue to bring transparency to the digital marketing platform.

While some countries are still light years behind in the blockchain discovery, one study states, 14% of financial market institutions intend to implement full-scale, commercial blockchain-based services by this year, while adoption of 65% to follow by 2020. It is reassuring to see the FDA and IBM’s Watson Health explore not just the financial sectors for blockchains, but also within the health-care to construct an audit trail of all transactions on an unaltered distributed ledger for the patient data exchange. This will further ensure the accountability and transparency in finance & healthcare.

All in all, the upcoming innovations of Blockchain, AI, and machine automations will continue to influence how we live, communicate, and shop. These influences, therefore, are indispensable and an unavoidable part of the digital advertising’s future. As such, we at the helm of this industry have exciting opportunity ahead of us.  

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Explaining Europe’s GDPR (General Data Protection Regulation)

GDPR Compliance

On 25 May 2018, ad tech will be need to be prepared for a different set of guidelines when it comes to the handling of data for EU citizens.

The European GDPR (General Data Protection Regulation), agreed in April of last year after four years of planning, to aim to bring new accountability obligations to both ‘handlers’ and ‘controllers’ of data. In the EU’s own words, it will “reshape” the way organizations across the world approach data and privacy via a set of up-to-date guidelines for entire industries to follow.

Some of the biggest conversations regarding GDPR and its implications have centered on ad tech: a space populated by an ever-growing list of companies, most of whom rely on data to go about their work. The new rules for areas like consent and definitions of data are as huge as the penalties for failing to abide by them. Alarmingly, 96% of companies across the UK, France and Germany claimed not to understand the new regulations when quizzed by Symantec in October 2016, while 91% of IT decision makers were skeptical about their chances of being prepared on time.

Ad tech itself is building a strong head of steam, making it all the more important that its members get things right come May of next year. Let’s take a look at what they’re up against.

Summary of changes

Heading up the list of changes are the new rules for collecting data, where there is far more emphasis on users opting in to having their data stored. Although opting out isn’t prohibited, the banning of pre-ticked boxes essentially brings an end to how a lot of groups collect information.

EU citizens will also be allowed to request access to their data. Companies are required to provide this free of charge and may even be forced to delete the subject’s information as part of laws withholding ‘the right to be forgotten’.

Other rules require data breaches to be reported within 72 hours of such an incident taking place, while any organization with “regular and systematic monitoring” of data will need a data protection officer (DPO) on their books. For a bit of further reading, the full list of changes can be found on the GDPR website.

DaVinci IITM GDPR

What is applicable? 

The GDPR applies to ‘controllers and handlers’ of personal data. Any data that is ‘personally identifiable’ falls under this category, which now includes ‘online identifiers’ such as cookies, IP addresses and other information used for tracking purposes.

From a geographical perspective, the GDPR will apply to any party found to be processing or controlling the information of EU citizens.

The Union has admitted ambiguity with the old guidelines, which referred to data processed ‘in context of an establishment’. From May, the rules will apply to anyone handling data from subjects positioned in the EU, regardless of their own location.

While this carries fresh implications for companies around the world, it also means that any UK groups hopeful of playing the Brexit card will not see any kind of exemption, so long as they’re handling the data of EU citizens.

DaVinci IITM GDPR

Action to take

Getting prepared for the new rules will take time. Groups like the Information Commissioner’s Office (ICO) have advised ‘information audits’ to determine the rules for data sitting within the organization, while immediately designating a DPO could be invaluable when it comes to forming strategy.

Perhaps the biggest challenge lies within the requirement for controllers and processors to help EU citizens understand why their information is on file. That means to use their data, ad tech players like networks, analytics services, targeting platforms and others will have to review their policies on consent before going back out to users to gain it again.

Those failing to play by the rules will be subject to “the highest tier of administrative fines”, which works out as 4% of a company’s annual turnover or £16.7 million (€20 million), whichever is higher. This represents a steep hike on the cap of £500,000 imposed today.

The Internet is packed with information for companies wishing to equip themselves for the GDPR. For ad tech, the time to prepare is now.

  • Contribution: Partnership & Business Development team in UK
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Path to forge with AI

Artificial Intelligence Wins Again

As we continue to forge our path towards Artificial Intelligence becoming mainstream, it is important to reflect on the breakthrough discoveries along the way. Yesterday marks just that event for DaVinci IITM Data Science team – when AlphaGo, an AI, outmatched the Chinese Grandmaster Ke Jie in a chess match.

 

AlphaGo
AlphaGo’s algorithm showcased its instinctively ability to play the game

The event demonstrated the live capacity of a machine to collaborate with the other players for tactics and showcased its mastering of the abstract thought process.  Furthermore, AlphaGo AI demonstrated its instinctively ability to play the game, and taught itself through a self-reinforcement learning process.  

AlphaGo AI played and won Grandmaster Ke Jie in March of 2016 as well. However, yesterday’s match was significant as Ke Jie played the game using some of the tactic AlphaGo had used in one of the prior matches with other players. To Ke Jie’s nice surprise, the program went on to use brilliant new tactics.

“There was a cut that quite shocked me, because it was a move that would never happen in a human-to-human Go match. Last year, it was still quite human-like when it played. But this year, it became like a god of Go.” – Ke Jie

The fundamental idea behind AI is to imitate human brain’s decision-making process. This is where vast majority of our researchers have spent the past 50+ years to understand the mechanism and program it algorithmically inside a machine. Nonetheless, thanks to the cutting-edge digital innovation focused around big data, advances in computational mathematics and increasingly powerful computers, researchers are now constructing additional layers to further complete the simulated “neural network”.

We are super happy at DaVinci IITM that a machine algorithm won the game playing against the Grandmaster – proving machine learning’s efficiency to self-teach. This is exactly the type of ‘machine training’ our data scientists are incorporating within Mona Lisa!

Follow our blog and learn more on the cutting edge technology that is set to “make people’s lives more productive and creative.

 

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HongKong secures 100% Mobile Audience Reach!

Mobile programmatic advertising is well positioned to take over across the globe. With each day the growing internet connections, machine learning and big data has enabled the growth in the mobile programmatic advertising sector. Just earlier this year, mobile traffic surpassed the desktop in many countries. As consumer preferences continue to favor mobile devices, to deliver the best ‘consumer-to-brand connections are crucial, in providing the native brand messaging experience.

In March 2017, DaVinci IITM showcased its strength in the mobile ecosystem. In an independent third party audit, DaVinci IITM HongKong secured 100% audience reach across their mobile consumers. This success is attributed to our strong brands and publisher relationships, secured by DaVinci IITM team. Layered on top of these relationships is the added infrastructure of the Machine Learning Artificial Intelligent platform, #MonaLisa.

"DaVinci

“Mobile is a personal device that remains ON and is with always with the consumer. DaVinci IITM is seeing a huge mobile ecommerce growth. We have pegged ourselves in a strong, growing market and now we have 100% market coverage.  We are taking our geographical learnings and pushing forward to cover all of Asia. I am very proud of our stellar sales team. We connect brands with their consumers on-the-go. We have best of class branded media supply relationships that run rich media native mobile ad units. And, now we layer on a top notch technology using artificial intelligence – our AI engine – #MonaLisa.” 

DaVinci IITM has been utilizing Machine Learning to determine the optimal bid strategy for the rate, best placement as well as rich media creative to serve on ‘audience level’ across devices. #MonaLisa’s predictive machine learning algorithms utilize the cross-device data to formulate future prediction on user’s likelihood to engage with a brand.

“MonaLisa strives to optimize the media buying process with the target goal to enhance the customer-brand relationship. It’s machine learning algorithms are highly efficient in assessing the correlating attributes across the device impression level. This deeper data point helps it formulate effective predictors of brand ad engagements – even when the consumer switch between devices throughout their day.”

Our platform uses the predictive models of device behaviors and consumer preferences to formulate optimal audience clusters, which traditional media platforms have struggled with. The computing power of DaVinci IITM’s platform enables the evaluation of various correlating data points simultaneously. Furthermore, the #MonaLisa’s algorithms improve the media bid decisions by enriching the audience level data on each impression call – taking in account not only the 1st party data, but also the 3rd party data streams.

Follow us and learn more on adtech and #AI. Or contact our sales teams, across the globe, to say “Hello to #MonaLisa.”

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“Access people, not devices”

One Audience ID across all devices

Universal ID
DaVinci IITM Cross-Platform targeting

In a recent study by Yahoo and Ender Analysis, UK online ad spends will utilize Audience IDs in more than 2/3 of their campaign budgets by 2020. This budget increase is more than 28% than 2016. Furthermore, this projection comes despite the anticipated data regulation coming into full force next year by the GDPR.

Brands have expressed loss in trust by the recent concerns over Facebook’s measurability issues as well as YouTube’s brand safety concerns. The report highlights the benefits of cross-device audience buying as mechanism to authenticate the ad views and measure ad effectiveness.

Audience IDs are the online user profiles created from anonymous identifiers in order to recognize and match the same user across different channels, devices or both.

We, at DaVinci IITM, are happy to be part of this discussion as we have advocated the use of audience IDs for the past two years, to ensure accurate attribution value across the complex the cross-device marketplace. The use of the universal audience ID ensures relevant and custom targeted ad messaging, enabling platforms to connect the consumers with their brands across any device or media platform. In addition, DaVinci IITM has been taking active an advocacy role to ensure our brands and campaign measures are compliant with the proposed regulation of GDPR. As we continue to help our brands adapt to the ‘single view’ of their customer across platforms, our machine learning assistant #MonaLisa will garner clearer perspective of the correlation between ads seen & engaged as well as attribute the conversion to the correct media channel.

Follow us to learn more about #MonaLisa, our Machine Learning AI assistant, and our global media initiatives across 20 countries.

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