Machine Learning in Adtech

Image Credit to AWS ML Documentation

Transcript

1. 1 Machine Learning in Adtech Olamilekan Wahab
2. 2 The What What exactly is AdTech?
3. 3 Advertisement is a marketplace. In every market, there are buyers and sellers. In small markets, each seller may sell only one item (be it fruit, textiles, or cars) and buyers can connect directly with them. In larger markets, sellers may have multiple items, along with different sales people to help them sell specific things -- and there may also be other people involved in getting buyers to the market. Add lightning fast data crunching, hundreds of different ad units, devices and currencies, and couple that with billions of users around the world, you get AdTech. Add massive compute power, deep (machine learning) learning algorithms to this and you get modern, intelligence powered AdTech.
4. 4 Phone Calls, Newspapers FOUNDATIONAL AD ERA Early : Amazon, Craigslist, eBay, Google EARLY ERA OF INTELLIGENT AD DIGITAL AD ERA Every Major Current Ad Company. MACHINE LEARNING / DEEP LEARNING ERA Pre-2000 Early 2010 Early 2000s Today Criteo, Avazu What changed with the growth of the internet from the early 2000s was the physical nature of the ads themselves, as well as the means of payment. Instead of selling inches in a newspaper or 30-second spots on TV, publishers offered a more intangible currency: online attention. Timeline Overview
5. 5 The Why Why should it be an area of interest for your business?
9. 9 The How How does this all come together?
10. 10 Inform Persuade Remind
11. 11 An overview of how RTB works
13. 13 Where is the ML? Where does Machine Learning come in all of this?
17. 17 2 Pandas Spark 3 SMOTE Decision Trees Logistic Regression + Bayesian CV CTR Dask Look Alike KMeans 4 Pickle Model Flask API EC2 Where We Are Logistic Regression
18. 18 Where we’re going to
19. 19 thank you