Category: english

Controlling ad quality in programmatic buying

Highway to ad quality. Ad quality is an issue in programmatic buying where ad exchange takes place via computer systems. In traditional ad exchange, there’s a human supervising the quality of advertising, but in a programmatic system it’s possible to receive spammy, illegal, or otherwise undesirable advertising without publishers (ad sellers) being aware of it. […]

On digital marketing ROI

Introduction There are many sub-types of ROI calculations in digital marketing. This post aims at making an argument that digital marketers should measure digital marketing returns as a sum of sub-returns from different channels/actions. Through that, they are able to capture the ROI impact on a wider scale than just looking at overall sales. Some […]

Quality in programmatic advertising

Introduction This is a very short post explaining, from a media house’s perspective, how to manage the two-sided online ad market. Why does quality matter, more than you think? The success or failure of online advertising takes place through QUALITY. My argument rests on the notion of two-sided markets, along with their distinctive element of […]

Here’s Facebook cheating you (and how to avoid it)

Here’s how Facebook is cheating advertisers with reporting of video views: How is that cheating? Well, the advertiser implicitly assumes that ‘video views’ means people who have actually watched the video which is not the case here. Say, you have a 10-second video; this metric does not show people who have watched that video till […]

“Please explain Support Vector Machines (SVM) like I am a 5 year old.”

“Please explain Support Vector Machines (SVM) like I am a 5 year old.” #analytics #machinelearning #modeling Courtesy of @copperking at Reddit: https://www.reddit.com/r/MachineLearning/comments/15zrpp/please_explain_support_vector_machines_svm_like_i Direct quotation from Reddit: “We have 2 colors of balls on the table that we want to separate. We get a stick and put it on the table, this works pretty well right? […]

Ad-Hoc Networks and Solution-Based Selling

For digital products, the salesman’s briefcase is unlimited. Introduction In KIBS (‘knowledge intensive business services’ which used to be called “professional services”), newcomers are more and more often building ad-hoc networks with complementing service providers, may they be established companies or freelancers. These ad-hoc networks remain dormant most of the time, but the links (“nodes”) […]

Platform strategy: How can media companies co-align their operations with incentives of social platforms

Introduction Platform integration is a major issue for publishers. The question, as interpreted by some of them, takes the form: friend or foe? Although it would be naïve to answer “friend”, platforms such as Facebook and Twitter are not foes either. At minimum, they are necessary evil to cope with, at maximum they are strategic leverage. […]

Broken Window Fallacy — Still Relevant?

Do we really need more broken windows? There is a fallacy within broken window fallacy. I will now explain this argument. Essentially, the fallacy (by the classic French economist Frederick Bastiat) argues that “breaking windows”, although brings work for window repairers and thus adds to economic activity, is sub-optimal because of the opportunity cost of […]

Negative tipping and Facebook: Warning signs

This Inc article states a very big danger for Facebook: http://www.inc.com/jeff-bercovici/facebook-sharing-crisis.html It is widely established in platform theory that reaching a negative tipping point can destroy a platform. Negative tipping is essentially the reverse of positive tipping — instead of gaining momentum, the platforms starts quickly losing it. There are two dimensions I want to look […]