|When:||Wednesday, March 16, 2011, Noon - 2 PM|
|Place:||The Penn Club, 30 West 44th Street, New York, NY|
|Reservations:||Call Sam Koslowsky at (212) 520-3259 or email him.|
|Cost:|| $50 for non-members, $40 for
$5 surcharge for walk-in without reservation.
|Topic:||Machine learning for privacy friendly online brand advertisement|
|Abstract:||Most on-line advertisements are display ads, yet as compared to sponsored search, display advertising has received relatively little formal attention. Nonetheless, display advertising is a hotbed of application for machine learning technologies.
This presentation will cover some of the relevant differences between online display advertising and traditional advertising, such as the ability to profile and target individuals and the associated privacy concerns, as well as differences from search advertising, such as the relative irrelevance of clicks on ads and the concerns over the content next to which brands' ads appear.
These issues can be addressed with machine learning.
The talk will focus on two main results based on work with the successful machine-learning based firm Media6degrees:
(i) Privacy-friendly "social targeting'' can be quite effective, based on identifying browsers that share fine-grained interests with a brand's existing customers--as exhibited through their browsing behavior.
(ii) Clicks often are a poor surrogate for conversions for training targeting models, but there are effective alternatives.
This work was done in collaboration with Brian Dalessandro, Rod Hook, Foster Provost, Alan Murray, and Xiaohan Zhang.
Chief Scientist at Media6Degrees.
Media6Degrees is the pioneer in privacy friendly social targeting and finds the best prospective customers for a given brand by targeting the people who cluster with current customers around the web.
Previously Claudia Perlich was a member of the Predictive Modeling Group at IBM T.J. Watson Research Center. Her research interests are in practical applications of Machine Learning and Data Mining approaches.
Claudia has won numerous data mining competitions including the KDD CUP 2007, 2008 and 2009. She graduated in 2004 from the Information Systems Department at Stern, NYU under the supervision of Foster Provost.