quality attention · parsec media erik nylen head of data science parsec media. the google maps...
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#ARFAxS
Quality Attention
Adam Heimlich
President
Parsec Media
Erik Nylen
Head of Data Science
Parsec Media
The Google Maps Approach to AI
• Routes depend on several things• Google uses AI to predict which route it thinks is best, then—if
you take that route—uses the data from tracking you to update its AI and decision making.
• One critical component that they measure and take into account is time.
Google Maps Takeaways
• With only a speedometer—and no odometer—how can one measure distance travelled?
Let’s Pretend Cars Lack Odometers
Taking samples over a known, measured period of time, we can take a sum over time to tell us something very valuable — which is how far we’ve come, an important datum in the model.
Taking samples over a known, measured period of time, we can take a sum over time to tell us something very valuable — which is how far we’ve come, an important datum in the model.
0
20
40
60
80
100
120
0 1 2 3
Spe
ed in
MPH
Time in Seconds
How Is This AI?
• Google Maps• Facebook Image Recognition• Parsec Attention Prediction
AI & the Ladder Of Causation
Image from Judea Pearl, The Book of Why
We’re here
The Incoming Data
URL
Keywords
User
Device type
IP address
View percent
Refresh rate
Clicks(x-y)
Accelerometer(α,β,γ)
Swipes(x-y)
Taps(x-y)
MRC viewable
100% viewable
75% viewable
50% viewable
25% viewable
First pixel
Publisher
Ad copy
What We Used For Model v0
User
View percent
100% viewable
50% viewable
First pixel
How We Implemented the AI
Input Model Output
Attention Model
Awareness Model
Awareness Model
time0,time50,…,time100
time0,time50,…,time100
timefuture
awarenesscurrent
timefutureawarenessfuture
What Is the Minimum Effective Dose?
Optimum Frequency…
-10%
-5%
0%
5%
10%
15%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Bra
nd L
ift
Time (sec) or Freq (imp)
Individual Brand Lift Likelihood (%)
freq t_0 t_100
Optimum Frequency
Optimum Attention…
-10%
-5%
0%
5%
10%
15%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Bra
nd L
ift
Time (sec) or Freq (imp)
Individual Brand Lift Likelihood (%)
freq t_100
Optimum Attention
Frequency Is Blind to Attention
-10%
-5%
0%
5%
10%
15%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Bra
nd L
ift
Time (sec) or Freq (imp)
Individual Brand Lift Likelihood (%)
freq t_100
Or here…
Frequency hereAttention could be here…
AI Application
-10%
-5%
0%
5%
10%
15%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Bra
nd L
ift
Time (sec) or Freq (imp)
Individual Brand Lift Likelihood (%)
freq t_100
Predict time
Frequency
Looking at Both Variables
Low Frequency Mid Frequency High Frequency
Low Attention
Medium Attention
High Attention
Frequency & Attention Working Together
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45 0.5 0.55 0.6 0.65 0.7 0.75 0.8 0.85 0.9 0.95 1 1.05 1.1 1.15 1.2 1.25 1.3 1.35 1.4 1.45 1.5 1.55 1.6 1.65 1.7 1.75 1.8 1.85 1.9 1.95 2
Rea
ch
Distribution of Prediction Audience Awareness
Attention Index (1 is Optimal)
Underexposed Optimally exposed Over exposed