Smart Data Collective

SEPTEMBER 30, 2022

Last decade made a pretty bold promise to digital advertising, which more than other industries suffers from insufficient transparency and a fraudulent environment. Currently, buy-side is most enthusiastic about blockchain implementation in ad tech, because advertisers and media buyers need good quality traffic.

Advertising 145

Advertising Marketing Technology Uncertainty 145

O'Reilly on Data

SEPTEMBER 15, 2020

Customer stakeholders are the people and companies that advertise on the platform, and are most concerned with ROI on their ad spend. Technical competence results in reduced risk and uncertainty. In the case of Twitter, the business stakeholder’s top goals are likely centered around profits and revenue growth.

Advertising 362

Advertising Cost-Benefit ROI Machine Learning 362

DataRobot

JUNE 1, 2021

Even digital advertising campaigns might have specific regulatory requirements. You should first identify potential compliance risks, with each additional step again tested against risks. Recognizing and admitting uncertainty is a major step in establishing trust. Interventions to manage uncertainty in predictions vary widely.

Uncertainty 52

Uncertainty Machine Learning Advertising Risk 52

The Unofficial Google Data Science Blog

MAY 31, 2016

However, it is generally not possible to determine the incremental impact of advertising by merely observing such data across time. One approach that Google has long used to obtain causal estimates of the impact of advertising is geo experiments. What does it take to estimate the impact of online exposure on user behavior?

Advertising 43

Advertising Testing Sales Statistics 43

Domino Data Lab

JUNE 23, 2019

As a result, Skomoroch advocates getting “designers and data scientists, machine learning folks together and using real data and prototyping and testing” as quickly as possible. That’s not very useful for finding candidates for job matching, for all the other things you want to do, or for advertising. Testing is critical.

Management 110

Management Machine Learning Experimentation Metrics 110

The Unofficial Google Data Science Blog

MARCH 31, 2016

In the context of prediction problems, another benefit is that the models produce an estimate of the uncertainty in their predictions: the predictive posterior distribution. Column "a" is an advertiser id, "b" is a web site, and "c" is the 'interaction' of columns "a" and "b". $y$ y$ feature (a) feature (b) feature (c) $sigma^2$ 1.2

Modeling 40

Modeling Statistics Advertising Testing 40

The Unofficial Google Data Science Blog

APRIL 16, 2019

Such decisions involve an actual hypothesis test on specific metrics (e.g. This is not the classic case of hypothesis testing via experimentation, and thus the measured effects are subject to considerations that come with the territory of unintentional data. Are the potential improvements realized and worthwhile?

Experimentation 69

Experimentation Sales Metrics Measurement 69