introducing

rethinking the delivery and reception of advertising

Peter Wang SVP Product & Engineering

Carnegie Mellon University

Finance -> Social Media -> Advertising

about.me/pywang

For 5 years, our mission has always been

to make advertising better.

4 offices

10+ awards

Real-time activity

Page-based Impressions >

display advertising as we know it…

   

   

   

what users are doing today –– activities

gaming listening tweeting

checking in sharing pinning

send

share

gift buy

play

message

invite

sell

receive

shop

view complete

watch

collect

achieve

boost

level up

purchase

consume download create

comment

visit

platform components

Actionable Intelligence

data › analysis › intelligence

Apache Cassandra, Hadoop, PostgreSQL,

node.js

Publisher Integration (SDK)

Android & iOS mobile devices

Publisher Integration (API)

Desktop & mobile browsers

JavaScript Java, Objective C

Thinking & Execution

Activity request validation, data enrichment,

ad optimization, ad serving

Java

Management + Storytelling

Publishers and advertisers to manage ad experiences and

access Insights

node.js

property

publisher

activity

campaign time

user

adtivity taxonomy

creative

・  Flight Dates

・  Rev Channel

・  Campaign

・  Vertical

・  KPI

・  Account

・  Brand

・  Product

・  Budget

・  gCPM

・  Client API

・  Billing Terms

・  Cancellation Terms

・  Target Channel

・  Rate Type

・  Required Metric

・  Placements

・  CTA Count

・  Size

・  Interaction Type

・  IAB Standard

・  Ad Details

・  Traffic Method

・  Producer

・  Format

・  Video Type

・  Video Player

・  Video Length

・  Geo Target

・  PUID – 3rd Party

・  PUID - adMetrics

・  Demographic

・  User Agent

・  Geo

・  Referral Host

・  Intent

・  Action

・  Object

・  Ad Frame Type

・  Frequency Cap

・  API Version

・  SDK Version

・  Interaction Events

・  Name

・  Platform

・  Rev Share %

・  Floor eCPM

・  Audience Demo

・  Audience Volume

・  Industry

・  Accepted Ad Formats

・  Name

・  Domain

brand objective    e.g., awareness, recall, loyalty

campaign goals    e.g., view, interact, or click

call-to-action    e.g., like, tweet, redeem, enter contest

purchase funnel    e.g., top vs. bottom

intent why  is  ac)vity  performed?  e.g., to create, share or communicate

action what  is  the  ac)vity  performed?  e.g., by voting, commenting, updating, or checking in

object what  is  the  ac)on  performed  on?  e.g., the article, the message, the picture, the high score

Thank you!

@peterpeterwang @appssavvy