the potential & pitfalls of big data by jag duggal of quantcast - sic2014

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The Potential & Pitfalls of Big DataJag Duggal, SVP Product, QuantcastSeattle, WAOctober 15, 2014


Quantcast is an advertising technology company but a big data company first

Access browsing behavior of +100M

destinations

100MWe see each U.S.

consumer over 600times per month

600XA Top 5 data processing organization alongside

Google and U.S. Dept. of Defense

Copyright 2014 Quantcast

A data revolution, a relevance revolution

Radio

Health

Education

Politics

Agriculture


Larger than the original internet

revolution



Big data will change the world as we know it


Economy

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013-4.00

-3.00

-2.00

-1.00

0.00

1.00

2.00

3.00

4.00

GDP % growth, annualSource: The World Bank

An

nu

al %

Gro

wth


Geo-Politics

“When you look at our differing views of the Arab Spring, on how to deal with Iran, on changing energy

markets that make gulf oil less central — these things have

altered the basis of U.S.-Saudi relations.”

Source: NY Times


Climate Change

19901991

19921993

19941995

19961997

19981999

20002001

20022003

20042005

20062007

20082009

20102011

20120

1,000

2,000

3,000

4,000

5,000

6,000

7,000

U.S. CO2 Emissions, 1990-2012Source: U.S. EPA Inventory of U.S. Greenhouse Gas and Sinks

Em

mis

ion

s (

mill

ion

me

tric

to

ns

)


Big data will change the world as we know it

“When you look at our differing views of the Arab Spring, on how to deal with

Iran, on changing energy markets that make gulf oil less central — these things

have altered the basis of U.S.-Saudi relations.”

Geo-Politics Climate ChangeEconomy

is changing

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Epicenter: Online Media & Advertising

Fragmentation at a whole new level.

Impressions delivered

individually, each entirely distinct.

Segments of One.


• Map Reduce & Hadoop invented by Google and Yahoo…because personalized media required it

• Today, used in almost every industry

• We buried last vestige of Hadoop at Quantcast two weeks ago…

• ….no longer up to the scale required

• We use instead Quantcast File System (QFS) which we open-sourced

Big data…necessity is the mother of invention


Big data and machine learning only as effective as the human expertise

and wisdom that guides it


(Un)Viewable ads


(Wrong) Attribution window

Mismatch Actual customer journey vs. Artificial

conversion window(Beta Quantcast Report)


Last touch attribution


Bad incentives lead to bad behavior: wasted budgets


Split funnel attribution Pay for what you want… new customers

Site Visit

Conversion Event(e.g. Jag buys plane ticket on April 4th)

Last View

1

2

Split Credit for Each Conversion

You Decide How to Divide Credit

Last ViewBefore VisitLast View before Site Visit


Tools emerging to allow humans to guide the machines

Moat, DoubleVerify, Integral…and

MRC

Viewability

Awareness by agency experts

Conversion Window

Attribution that “splits the

funnel” pioneered by

Abakus, Ensighten,

Quantcast…and perhaps others

Last touch


Selling plane tickets

Present at the creation...

Copyright 2014 Quantcast | Copyright 2014 Quantcast | Confidential

Thank you.

Jag DuggalSVP of Product [email protected]

the potential & pitfalls of big data by jag duggal of quantcast - sic2014

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