|By Business Wire||
|January 29, 2013 09:20 AM EST||
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.
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]
It is one thing to build single industrial IoT applications, but what will it take to build the Smart Cities and truly society-changing applications of the future? The technology won’t be the problem, it will be the number of parties that need to work together and be aligned in their motivation to succeed. In his session at @ThingsExpo, Jason Mondanaro, Director, Product Management at Metanga, discussed how you can plan to cooperate, partner, and form lasting all-star teams to change the world and it starts with business models and monetization strategies.
Jun. 30, 2015 02:15 PM EDT Reads: 2,063
Internet of Things is moving from being a hype to a reality. Experts estimate that internet connected cars will grow to 152 million, while over 100 million internet connected wireless light bulbs and lamps will be operational by 2020. These and many other intriguing statistics highlight the importance of Internet powered devices and how market penetration is going to multiply many times over in the next few years.
Jun. 30, 2015 01:45 PM EDT Reads: 1,914
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust IoT ...
Jun. 30, 2015 01:45 PM EDT Reads: 1,790
To many people, IoT is a buzzword whose value is not understood. Many people think IoT is all about wearables and home automation. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed some incredible game-changing use cases and how they are transforming industries like agriculture, manufacturing, health care, and smart cities. He will discuss cool technologies like smart dust, robotics, smart labels, and much more. Prepare to be blown away with a glimpse of the future.
Jun. 30, 2015 10:20 AM EDT Reads: 438
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of profound change in the industry.
Jun. 30, 2015 09:45 AM EDT Reads: 812
SYS-CON Events announced today that BMC will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BMC delivers software solutions that help IT transform digital enterprises for the ultimate competitive business advantage. BMC has worked with thousands of leading companies to create and deliver powerful IT management services. From mainframe to cloud to mobile, BMC pairs high-speed digital innovation with robust IT industrialization – allowing customers to provide amazing user experiences with optimized IT per...
Jun. 29, 2015 12:15 PM EDT Reads: 2,597
There will be 150 billion connected devices by 2020. New digital businesses have already disrupted value chains across every industry. APIs are at the center of the digital business. You need to understand what assets you have that can be exposed digitally, what their digital value chain is, and how to create an effective business model around that value chain to compete in this economy. No enterprise can be complacent and not engage in the digital economy. Learn how to be the disruptor and not the disruptee.
Jun. 29, 2015 11:00 AM EDT Reads: 2,138
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will addresses this very serious issue of profound change in the industry.
Jun. 29, 2015 09:45 AM EDT Reads: 2,477
Business as usual for IT is evolving into a "Make or Buy" decision on a service-by-service conversation with input from the LOBs. How does your organization move forward with cloud? In his general session at 16th Cloud Expo, Paul Maravei, Regional Sales Manager, Hybrid Cloud and Managed Services at Cisco, discusses how Cisco and its partners offer a market-leading portfolio and ecosystem of cloud infrastructure and application services that allow you to uniquely and securely combine cloud business applications and services across multiple cloud delivery models.
Jun. 28, 2015 11:00 AM EDT Reads: 2,187
In his General Session at 16th Cloud Expo, David Shacochis, host of The Hybrid IT Files podcast and Vice President at CenturyLink, investigated three key trends of the “gigabit economy" though the story of a Fortune 500 communications company in transformation. Narrating how multi-modal hybrid IT, service automation, and agile delivery all intersect, he will cover the role of storytelling and empathy in achieving strategic alignment between the enterprise and its information technology.
Jun. 27, 2015 10:00 AM EDT Reads: 2,203
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists peeled away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fillin...
Jun. 26, 2015 12:00 PM EDT Reads: 2,191
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Opening Keynote at 16th Cloud Expo, Sandy Carter, IBM General Manager Cloud Ecosystem and Developers, and a Social Business Evangelist, d...
Jun. 26, 2015 10:00 AM EDT Reads: 2,058
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, discussed IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sectors.
Jun. 25, 2015 02:00 PM EDT Reads: 1,997
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discussed the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
Jun. 25, 2015 01:30 PM EDT Reads: 2,143
SYS-CON Events announced today that the "Second Containers & Microservices Conference" will take place November 3-5, 2015, at the Santa Clara Convention Center, Santa Clara, CA, and the “Third Containers & Microservices Conference” will take place June 7-9, 2016, at Javits Center in New York City. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Jun. 22, 2015 02:15 PM EDT Reads: 2,746
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Jun. 20, 2015 12:00 PM EDT Reads: 3,845
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
Jun. 15, 2015 08:45 PM EDT Reads: 4,075
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
Jun. 15, 2015 07:15 PM EDT Reads: 3,872
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Jun. 15, 2015 10:15 AM EDT Reads: 5,936
In his keynote at 16th Cloud Expo, Rodney Rogers, CEO of Virtustream, discusses the evolution of the company from inception to its recent acquisition by EMC – including personal insights, lessons learned (and some WTF moments) along the way. Learn how Virtustream’s unique approach of combining the economics and elasticity of the consumer cloud model with proper performance, application automation and security into a platform became a breakout success with enterprise customers and a natural fit for the EMC Federation.
Jun. 11, 2015 08:00 AM EDT Reads: 2,337