adatrix adaptive trend based optimization in digital advertising
TRANSCRIPT
Adaptive Trend Based Optimization
What’s the bigger concept ?
"With the past, we can see trajectories into the current and future - both catastrophic and
creative projections."
John Ralston Saul
DEFINITIONS
TREND ANALYSIS & TREND BASED OPTIMIZATION
1
Trend analysis is a structural mapping of expected changes in the behavior of
societies, markets, and the consumers who drive them.
Trend Analysis ?
General
Trend analysis is the process which is used to identify major and minor trends
in ad consumption and response behavior.
Trend Analysis ?
In Our Case
The ad response stream is analyzed in real time and the ad delivery is adapted
to respond to the trends (patterns) identified. This will help in optimizing
the ad spend and ROI effectively.
Trend Based Optimization ?
HOW DOES IT HELP ?
Value proposition for ADATRIX
2
If in a time window, some trend is detected we can achieve real time
optimization by targeting on parameters which define this window.
This will provide key trend insights to advertisers which can be used in future
campaigns.
The trend data will add real-time intelligence to campaigns
How this will help ?
Real Time Targeting
Optimizations
Trend analysis can also be helpful in determining the bid pricing behavior in the
open exchange.
Help in knowing the market resistance/support and determining
optimal pricings.
Can help in price regulations. This can be can an added parameter in our bidding
algorithms.
How this will help ?
Real TimeBidding
Optimizations
WHERE DOES IT FIT ?
The Flow
3
Ad is delivered to consumers.
Consumers responds by seeing or clicking or filling a form
Response stream comes to Adatrix
The stream is analyzed in real time for patterns. The scores are updated to reflect
the trend
This intelligence is used to adapt and serve the next ads
Where does it fit ?
IMPORTANT QUESTIONS / POINTS
Points which need more thinking
4
Pattern detection ( What defines a pattern ?)
Pattern prediction( Based on past trend data the ability to
predict a pattern early)
Identification of key parameters which define the trend
Adapting the ad delivery to respond to the trend in real time
Crucial Elements
HOW DO WE DO IT ?
Trend Analysis, Algos, Examples and Methodology
5
Forex trading Algos for spotting Trends
3 Line Break Chart – Forex Trading Example
Trend based rules for a three-line break chart:
Buy when a white line emerges after three adjacent black lines (a "white turnaround line").
Sell when a black line appears after three adjacent white lines (a "black turnaround line").
Avoid trading in "trendless" markets where the lines alternate between black and white.
Line Break Chart – Advantage and Disadvantage
An advantage of Three Line Break charts is that there is no arbitrary fixed reversal amount. It is the price action which gives the indication of a reversal.
The disadvantage of Three Line Break charts is that the signals are generated after the new trend is well under way.
Technical Indicators – Parameters for Algo
TREND ANALYSIS - OVERVIEW
Trend Analysis Introduction
6
Trend Analysis
Peak can be defined as the highest high of an uptrend while a Trough can be defined as the lowest low of a downtrend.
Peaks & Troughs
Trend Analysis
Defining the Trend
Identify Trends within trends
Short term trends Consist of either higher highs or lower
lows
Long term trends Consist of succession of higher peaks or
lower troughs
Trend Analysis
Short Term : Can be defined with 3 bar break Long Term : After a lower peak is made the uptrend ends when a bar breaks through the trough. ( Image above )
The End of a Trend
Trend Analysis
Trend Line
Uptrend: Trend lines for uptrends join the lows Downtrend: Trend lines for downtrends join the highs
Trend Analysis
Trend Channel
The picture above shows a downtrend channel Once the line crosses above the channel, signals a possible change in trend
INSIGHTS FROM STOCK MARKET
Fibonacci Sequence and Golden ratios, Elliot Wave Theory
7
Use of Fibonacci Sequence
Fibonacci sequence can help to forecast support and/or resistance as well as to suggest potential target levels for existing trends
&Calculate the timing of future market turning points.
Use of Fibonacci Sequence
Markets display trend and counter trend moves which have relationships with various Fibonacci numbers.
The most significant Fibonacci related numbers are 61.8% and 38.2%.
Both of these numbers are related to Phi, the golden number.
61.8% = 1/Phi (1.618033988)38.2% = 1/Phi Squared
Use of Fibonacci Sequence
Moving Average periods are Fibonacci numbers
Eliott Wave Theory – Market Trends
Fibonacci Retracement : corrective waveshave been observed to retrace the previous wave by either 38.2%, 50% or 61.8%
Eliott Wave Theory – Applied to Ad Domain
Wave 1 : The Ad campaign starts its first upward phase. Only a relatively small number of people feel interested and engage with the Ad.
Wave 2 : Slight correction due to repetitive exposure to same consumer
Wave 3 : Increased as more awareness is generated and reach is widened
Wave 4 : Slight correction due to over exposure
Wave 5 : Maximum awareness generated by the campaign
ABC : Beyond this the Ad value and time relevancy decays and the Ad performance drops significantly and then stabilizes to a much lower value
The Golden Ratio in Trend Analysis
Many of the “waves” of movement in the market are related to one another either by the Golden Ratio or by some derivative thereof.
THE EXTENSION OF CONCEPT
How the concept can be applied to provide more value
8
Concept Extension
Detect variations or waves of sentiment.Detecting a trend is an important part of
predicting direction.
Is there a shape to changes in response and can it be detected?
Concept Extension
This concept can be applied to multi-channel digital campaigns
If a campaign has multiple touch points, the trend data can help in determining
how consumers behave in different digital touch points.
Cross medium campaign optimization
WHO ELSE IS DOING ?
What already exists ?
9
Who else ?
It’s a relatively new concept in Ad domain.
Already exists extensively in trading markets
Its difficult to achieve and validate
MediaMind
The dashboard displays real-time data for high-level monitoring of the campaign’s status and for quick problem solving. Tracks and report complex user interactions like Dwell Time
AdaptiveAdsAutomatically optimizes brand campaigns based on interactions, engagement, clicks or other key metrics.Tracks media engagement across audiences, providing intelligence for brand messaging.
SurveyAnalytics, Inc
The Trend Analysis module allows you to plot aggregated response data over time
TOOLS THAT EXIST ?
What already exists ?
10
References
http://www.jstor.org/pss/1939220http://www.topgunsoftware.com/resources.htmlThe Undergroundtrader.com Guide to Electronic
Trading by Jea Yuhttp://www.stator-afm.com/stock-trend-analysis.html
http://www.adaptiveads.com/product.phphttp://www.linnsoft.com/tour/threeLineBreakChart.htm
http://forex-strategies-revealed.com/develop/three-line-break
http://www.esajournals.org/doi/abs/10.2307/1939220
Thank You !