![Page 1: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/1.jpg)
Turning Machine Learning into Human Insights
![Page 2: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/2.jpg)
My ALOGORITHM is better than
yours!!
![Page 3: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/3.jpg)
VS.
![Page 4: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/4.jpg)
Except…
![Page 5: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/5.jpg)
![Page 6: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/6.jpg)
![Page 7: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/7.jpg)
![Page 8: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/8.jpg)
![Page 9: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/9.jpg)
ADVERTISERS
PUBLISHERS
AUDIENCES
![Page 10: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/10.jpg)
Computers are great
![Page 11: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/11.jpg)
![Page 12: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/12.jpg)
Massive CTR!
Geo-‐target Demographics CreaCve
Huge Sales!
Low CPA!
Algorithm
![Page 13: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/13.jpg)
8 Reasons
computers need
humans
3 Sure-fire tactics for mind-blowing, KPIs!
MagazineOctober, 2015
Is local better?
![Page 14: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/14.jpg)
![Page 15: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/15.jpg)
![Page 16: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/16.jpg)
![Page 17: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/17.jpg)
![Page 18: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/18.jpg)
Outside context problem: When the context that created results is invisible to the machine -‐ Paul Goad
![Page 19: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/19.jpg)
Results
Time
CompeEtor big sale
Outside Context Problem
![Page 20: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/20.jpg)
![Page 21: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/21.jpg)
Why?
This never happens!
![Page 22: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/22.jpg)
![Page 23: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/23.jpg)
![Page 24: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/24.jpg)
![Page 25: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/25.jpg)
![Page 26: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/26.jpg)
Overall campaign CTR: 0.18%
Geo-‐fence tacCc CTR: 0.39%
![Page 27: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/27.jpg)
![Page 28: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/28.jpg)
![Page 29: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/29.jpg)
N O W
![Page 30: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/30.jpg)
![Page 31: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/31.jpg)
![Page 32: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/32.jpg)
![Page 33: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/33.jpg)
![Page 34: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/34.jpg)
Data-‐informed, not data-‐driven
![Page 35: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/35.jpg)
![Page 36: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/36.jpg)
![Page 37: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/37.jpg)
![Page 38: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/38.jpg)
![Page 39: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/39.jpg)
![Page 40: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/40.jpg)
![Page 41: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/41.jpg)
![Page 42: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/42.jpg)
![Page 43: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/43.jpg)
![Page 44: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/44.jpg)
![Page 45: IAB Canada Roadshow 2015: Turning Machine Learning Into Human Insights](https://reader034.vdocuments.mx/reader034/viewer/2022050614/587b85e11a28ab9d448b60e9/html5/thumbnails/45.jpg)
Machines • Make cold, hard calculaEons with no emoEon
• Sound, staEsEcal models with no fuzzy hunches
• Make quick adjustments • MulEple variable analysis
• Never goes to sleep and doesn’t take Eme off
Humans • Are emoEonal and
understand emoEon • BeXer at solving the
outside context problem • Test hunches • Sweeping changes • Communicate • Are creaEve • Bring history • Provide customer service