Evaluating Brand Safety Solutions

Evaluating Brand
Safety Solutions

Brian Golbère • CTO • ADSOVO
ad:tech London 2010
September 21, 2010

©2010 ADSOVO Inc.
Monday, September 27, 2010

Who am I?
Brian Golbère
ADSOVO CTO
brian@adsovo.com
15 years experience in
@BrianGolbere
contextual & semantic
technologies, primarily
based upon machine
learning

©2010 ADSOVO Inc.

Brand Safety, what is it?

Ensure that ads are shown in a context that is
consistent with the values & image
represented by a brand

©2010 ADSOVO Inc.

What’s at stake?
Outsourcing companies are also reluctant to discuss the business
on the record, since their clients demand con dentiality. One
executive at a global outsourcing rm, who did not want to be
named, said that large Internet rms “are paying millions a year to
do this kind of thing and essentially provide some type of control
over the beast that is the Internet, which for the most part is
uncontrollable.”

“If they don’t do it, their commercial interests will completely die,”
he added.

- NYTimes Article - Policing the Web's Lurid Precincts

©2010 ADSOVO Inc.

Problem Getting Worse
User Generated Content, frequently
updated
Long-tail publishers
Twitter
Social Media and Interconnectedness
World Wide Audience, Content, Advertisers

©2010 ADSOVO Inc.

So, what can I do?
Variety of Brand Safety
Solutions

Evaluate from the
perspective of...

Scalability

Accuracy

Usability

©2010 ADSOVO Inc.

Scalability
©2010 ADSOVO Inc.

Scalability
Frequency
How often is the data updated
What is "real-time"?
Time to download
Time to classify
Time to report results

©2010 ADSOVO Inc.

How can we capture
what we're looking for?
Manual review
Automated tools
Phrase and Keyword Matching
Natural Language Processing
Machine Learning

©2010 ADSOVO Inc.

Classi cation

What are we trying to do?
Compare ad values to site content

©2010 ADSOVO Inc.

Man vs Machine
Man
Publisher Classi cation
Human Review
Machine
Natural Language Processing (NLP)
Probabilistic

©2010 ADSOVO Inc.

Natural Language
Processing (NLP)

Keyword or phrase matching
Ontology & Taxonomy

©2010 ADSOVO Inc.

Probabilistic
©2010 ADSOVO Inc.

How does this work?
Deals with the dynamic
nature of language

Synonyms

Neologisms

Non-standard (txtng, non-
native speakers, etc.)

©2010 ADSOVO Inc.

What other tasks take
advantage of ML?
Recommendation Systems
Image Processing
Translation (Google Translate)
Shazam (Music Identi cation)
Amazon Book Details

©2010 ADSOVO Inc.

Accurate

In order to be accurate, we need to have a
practical understanding of what we're
looking for and what we nd.
Language is ambiguous and depends on
context for understanding

©2010 ADSOVO Inc.

Why is meaning
diﬃcult?
De ning a word
pissed |pist| vulgar slang
adjective
1 (also pissed oﬀ) very annoyed; angry.
2 ( Brit. also pissed up) drunk.
Formal Mapping of words to meaning

©2010 ADSOVO Inc.

"The meaning of a word is its use
in the language"
Ludwig Wittgenstein

©2010 ADSOVO Inc.

Your Point of View
What do you care about?

What is meaningful to you,
isn't necessarily
meaningful to someone
else

Identifying and Working
with diﬀerent languages?

©2010 ADSOVO Inc.

Usability
When is the information gathered? reported
on?
How is the information presented?
What can you do with the information that
allows you take action?
Integration with your ad serving environment

©2010 ADSOVO Inc.

Transparency

Where did your ads show up?
Are you seeing the page as the viewer saw it?
How does it work?

©2010 ADSOVO Inc.

Summary
Are contexts identi ed where
the values of the brand can be
compromised?

Does the system understand
and learn from the information
encountered?

Do you get timely, usable/
actionable information?

Does it work with your traﬃc?

Can you aﬀord it?

©2010 ADSOVO Inc.

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