Click here to close now.

Welcome!

Wireless Authors: Liz McMillan, Carmen Gonzalez, Mike Kavis, Andreas Grabner, Lorenzo Luccon

News Feed Item

AdTheorent Unveils Real-Time Learning Platform for Mobile Advertisers

AdTheorent, Inc., the first intelligent Real Time Bidding (RTB)-enabled mobile ad network, today announced the introduction of the industry’s first real-time learning and predictive modeling platform. The AdTheorent Real-Time Learning Machine™ (RTLM) learns in real time, generates data-driven predictive models “on the fly” and predicts faster than any other data mining technology, yielding demonstrable results for AdTheorent’s mobile advertisers. During the 2012 holiday shopping season, the AdTheorent RTLM delivered an average engagement level of 200-300% above industry average for some leading retail brands.

Based on the data mining technology developed by AdTheorent’s Chief Data Scientist, Dr. Saed Sayad, AdTheorent’s RTLM application analyzes 50,000 bid requests per second on a single server, filtering out bids with a low probability of click, conversion or awareness lift. The RTLM system “learns” from incoming bid requests and builds and modifies predictive models as it learns, applying such models in live campaigns to match each mobile advertisement with the optimum mobile impression. As a result of AdTheorent’s RTLM system and its unprecedented ability to filter-out undesirable targets, participating advertisers have enjoyed improved engagement levels, such as an uplift in click through rates (CTR) and awareness, and reductions in cost per acquisition (CPA) rates. In some campaigns the uplift has been as high as 500%.

For agencies, AdTheorent’s RTLM creates a new paradigm for mobile media planning.

“The value of data in media is immense and intelligent technology companies are now using that data across mobile devices. This is enabling real-time learning and prediction, which is presenting a great opportunity to move marketers toward data-driven results,” said Sal Candela, mobile director at PHD Media. “These new developments offer real promise in enhanced performance and brand lift, a combination that will spark interest across the mobile marketplace.”

AdTheorent’s RTLM application is a foundation of its second-generation mobile ad network, facilitating powerful modeling for click and post-click analytics and providing real-time intelligence for more effective ad targeting. AdTheorent’s RTLM leverages AdTheorent’s recently introduced Traktion™ product, which affords mobile advertisers a seamless way to track post-click behavior across the entire spectrum of mobile advertising channels. The RTLM’s power to learn in real time, model “on the fly” and predict faster than any other data mining technology distinguishes AdTheorent from other mobile ad networks.

Said AdTheorent CEO Anthony Iacovone: “RTB companies face a big data problem in modeling terabytes worth of data every month. RTLM is the only solution that can scale to meet the big data demands to produce result driven models in the RTB world. Our RTLM system is designed for mobile advertisers, and we anticipate a greater willingness from advertisers seeking to deploy real-time bidding in the coming year.”

Using the RTLM, advertisers can increase CTR (and decrease CPA) by dividing the population and filtering various segments, and then more definitively targeting appropriate audiences. In a recent CPA engagement, AdTheorent’s RTLM was able to run 2000 model variations in under five seconds to extract the most efficient model for prediction of conversion events.

“The massive amounts of data that marketers need to filter in order to gain traction with target audiences require systems that can develop greater intelligence within actual campaigns, and we are now seeing products that seem to do this in a precise manner,” said Joseph Rose, Vice President, Associate Analytics Director, MediaVest WorldWide. “Our clients are just learning about the real-time bidding on mobile technology, and now we have some compelling field data with which to articulate reasons for deploying the next generation in ad network technology.”

The mobile marketing industry is beginning to take notice of how RTB can be more effectively applied to mobile advertising.

“Mobile gets you closer to the consumer than any other media. Marketers that understand this are increasingly leveraging mobile’s ability to provide real-time context. This context, when leveraged appropriately, gives the marketer the ability to instantly adjust their programs and how their customers view and engage with a campaign’s media,” said Michael Becker, North American Managing Director of the Mobile Marketing Association. “MMA members, like AdTheorent, are providing the marketplace with cutting edge, real-time, capability that generates results and we applaud them and thank them for their innovations and industry leadership.”

Real-Time Learning Machine: How it Works

The AdTheorent RTLM leverages technology that processes Big Data for real-time analysis and scoring, based on criteria including advertiser’s demographic data, geographic data, publishers’ data and other information. The RTLM enables variables to be added or removed from the analysis as data evolves so that, for example, if one demographic data point were removed (e.g., “women age 25-49”), the RTLM would almost instantly re-calibrate the predictive model without that data.

Conventional data mining algorithms operate in a batch mode, where having all of the relevant data at once is a requirement. Due to large increases in the rate of generation of data, the quantity of data and the number of attributes (variables) to be processed, the data situation is, increasingly, now beyond the capabilities of conventional data mining methods. AdTheorent’s RTLM uses a three-stage data analysis approach that refines billions of bid requests, removes extraneous data, and delivers the most accurate and efficient targeting for advertisers’ mobile campaigns. The RTLM provides the only viable predictive modeling platform to process Big Data with zero-latency. The power and efficiency of AdTheorent’s RTLM allows one data scientist to perform the work of 10.

AdTheorent’s RTLM is unprecedented in mobile advertising, featuring:

  • Incremental learning (Learn): immediately updating a model with each new observation without the necessity of pooling new data with old data
  • Decremental learning (Forget): immediately updating a model by excluding observations identified as adversely affecting model performance without forming a new dataset omitting this data and returning to the model formulation step
  • Attribute addition (Grow): Adding a new attribute (variable) on the fly, without the necessity of pooling new data with old data
  • Attribute deletion (Shrink): immediately discontinuing use of an attribute identified as adversely affecting model performance
  • Scenario testing: rapid formulation and testing of multiple and diverse models to optimize prediction
  • Real Time operation: Instantaneous data exploration, modeling and model evaluation
  • In-Line operation: processing that can be carried out in-situ (e.g.: in a mobile device, in a satellite, etc.)
  • Distributed processing: separately processing distributed data or segments of large data (that may be located in diverse geographic locations) and re-combining the results to obtain a single model
  • Parallel processing: carrying out parallel processing extremely rapidly from multiple conventional processing units (multi-threads, multi-processors or a specialized chip).

“We did not invent a new algorithm; we merely use data analysis in a different way. Traditional predictive modeling is a much more time-intensive endeavor, and is nowhere near as flexible as the approach that we have created. We can test 100 different predictive models in one second and then remove 80-90 percent of those noisy or correlated variables,” said Dr. Sayad. “The real-time learning that is deployed in our system creates massive spikes on top of an existing lift in positive targeting, and this is the breakthrough that has produced the success that we are seeing in campaigns that have used this system.”

About Dr. Saed Sayad

A pioneering researcher in real-time data mining and big data analysis, Dr. Sayad has designed, developed and deployed many business and scientific applications of predictive modeling. The author of ‘An Introduction to Data Mining,’ Dr. Sayad teaches a popular graduate course in data mining at the University of Toronto, where he is an adjunct professor.

About AdTheorent

AdTheorent is the world's first intelligent Real Time Bidding (RTB)-enabled mobile ad network, powered by a platform built from the ground up to address the specific needs of the mobile advertising ecosystem. AdTheorent's RTm™ Platform integrates its 20,000+ mobile inventory sources and analyzes hundreds of thousands of potential impressions per second based on highly enriched demographic information, behavioral factors, location data, device features, as well as other advertiser-specified targeting criteria. Using predictive modeling to identify impressions with a higher propensity for conversion and awareness lift, the AdTheorent RTm Platform places bids in real-time within the pricing parameters established by the advertiser. The result to brands and marketers is higher conversion rates at a significantly lower cost -- The Intelligent Impression™. For more information visit: www.adtheorent.com

EDITOR’S NOTE: If you would like a color photograph of Dr. Saed Sayad, chief data scientist of AdTheorent, or Anthony Iacovone, CEO of AdTheorent, please contact Chris Pfaff at 201-218-0262 or [email protected]

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
One of the biggest impacts of the Internet of Things is and will continue to be on data; specifically data volume, management and usage. Companies are scrambling to adapt to this new and unpredictable data reality with legacy infrastructure that cannot handle the speed and volume of data. In his session at @ThingsExpo, Don DeLoach, CEO and president of Infobright, will discuss how companies need to rethink their data infrastructure to participate in the IoT, including: Data storage: Understanding the kinds of data: structured, unstructured, big/small? Analytics: What kinds and how responsiv...
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use cases.
Cloudian, Inc., the leading provider of hybrid cloud storage solutions, today announced availability of Cloudian HyperStore 5.1 software. HyperStore 5.1 is an enhanced Amazon S3-compliant, plug-and-play hybrid cloud software solution that now features full Apache Hadoop integration. Enterprises can now transform big data into smart data by running Hadoop analytics on HyperStore software and appliances. This in-place analytics, with no need to offload data to other systems for Hadoop analyses, enables customers to derive meaningful business intelligence from their data quickly, efficiently and ...
Sensor-enabled things are becoming more commonplace, precursors to a larger and more complex framework that most consider the ultimate promise of the IoT: things connecting, interacting, sharing, storing, and over time perhaps learning and predicting based on habits, behaviors, location, preferences, purchases and more. In his session at @ThingsExpo, Tom Wesselman, Director of Communications Ecosystem Architecture at Plantronics, will examine the still nascent IoT as it is coalescing, including what it is today, what it might ultimately be, the role of wearable tech, and technology gaps stil...
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impact.
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of presentation. In her session at @ThingsExpo, Jocelyn Scheirer, CEO & Founder of Bionolux, will discuss ho...
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities. In his session at @ThingsExpo, Gary Hall, Chief Technology Officer, Federal Defense at Cisco Systems, will break down the core capabilities of IoT in multiple settings and expand upon IoE for bo...
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
The Internet of Things (IoT) is causing data centers to become radically decentralized and atomized within a new paradigm known as “fog computing.” To support IoT applications, such as connected cars and smart grids, data centers' core functions will be decentralized out to the network's edges and endpoints (aka “fogs”). As this trend takes hold, Big Data analytics platforms will focus on high-volume log analysis (aka “logs”) and rely heavily on cognitive-computing algorithms (aka “cogs”) to make sense of it all.
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, deploy, and manage applications integrating voice, video and data. He is the co-founder of TeleStax, a...
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
The 3rd International @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - is now accepting submissions to demo smart cars on the Expo Floor. Smart car sponsorship benefits include general brand exposure and increasing engagement with the developer ecosystem.
Operational Hadoop and the Lambda Architecture for Streaming Data Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, representing a model of how to analyze rea...
Sensor-enabled things are becoming more commonplace, precursors to a larger and more complex framework that most consider the ultimate promise of the IoT: things connecting, interacting, sharing, storing, and over time perhaps learning and predicting based on habits, behaviors, location, preferences, purchases and more. In his session at @ThingsExpo, Tom Wesselman, Director of Communications Ecosystem Architecture at Plantronics, will examine the still nascent IoT as it is coalescing, including what it is today, what it might ultimately be, the role of wearable tech, and technology gaps stil...
SYS-CON Events announced today that Open Data Centers (ODC), a carrier-neutral colocation provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Open Data Centers is a carrier-neutral data center operator in New Jersey and New York City offering alternative connectivity options for carriers, service providers and enterprise customers.
When it comes to the Internet of Things, hooking up will get you only so far. If you want customers to commit, you need to go beyond simply connecting products. You need to use the devices themselves to transform how you engage with every customer and how you manage the entire product lifecycle. In his session at @ThingsExpo, Sean Lorenz, Technical Product Manager for Xively at LogMeIn, will show how “product relationship management” can help you leverage your connected devices and the data they generate about customer usage and product performance to deliver extremely compelling and reliabl...
SYS-CON Events announced today that SoftLayer, an IBM company, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015 at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place November 3–5, 2015 at the Santa Clara Convention Center in Santa Clara, CA. SoftLayer operates a global cloud infrastructure platform built for Internet scale. With a global footprint of data centers and network points of presence, SoftLayer provides infrastructure as a service to leading-edge customers ranging from ...