Winter is coming..

...and we all need to powerhouse the existing Brand Propensity targeting to burn the Brand dollars.

InMobi's Brand Propensity targeting is enriched with many data points, which can be categorised in a waterfall manner:

Tier 1. User Location

Tier 2. Demography - Age,gender, HHI

Tier 3. Point of Interests

Now this waterfall is an "AND" based operation, and not a plain "OR" operation. To achive the same, we need strong data signals, for each Tier. The probability of matching the best-fit creative exponentially increases with the stronger data signals provided.

Problem statement: In a given scenario, POI are generated in a probabilistic manner(using user context,location, etc.), or if the supply source itself has in-depth knowledge about user-interests.

There is a strong genuine requirement to have "first party" signals for company like InMobi to be able to figure out the best-fit POI, without creating micro markets or fencing around the supply. Consider a content based application like Flipboard, DailyMail, NDTV, etc. They have proper "sections" which have different content present, and hence a user would usually flip through different sections for staying updated, but however would spend fairly enough time in sections which he/she is interested into. We would currently create multiple Properties for each such section, and hence for the same User/Supply source, have multiple markets being looped into.

The idea: Instead of creating such micro markets, it would be best in interest to extract POI of the user, from the same Supply source itself, and use it as a strong signal for Brand Propensity targeting?

The hack: Keeping InMobi SDK as the base supply client library for fetching of ads, we've written an intelligent algorithm to traverse the view hierarchy of the app, and collect useful keywords, which generate strong signals about user-interest, and use them to help exponentially increase user relevance, for learning about the user more, and serving effective ads.

Idea in a nutshell: Using the existing InMobi for Commerce platform, we've presented a hack, to showcase live fetching of keyword based targeting of live ads, fetched directly from eBay APIs.

We also have developed client apps on both iOS & Android, and using open source The Guardian APIs, we've also setup live news feed based on different sections of the app, just like any Content based app would be designed(refer screenshots). Please see the below image, which showcases screenshots from 3 different Content based applications(Flipboard, DailyMail, NDTV) Content-collage