Nuviad Success on AWS - Part of Big Data Month
- 2. Company Confidential NUVIAD in a nutshell •NUVIAD is a technology platform for algorithmic RTB media trading •RTB (Real time bidding) is a programmatic media trading technology that lets publishers offer their ad space in public marketplaces (exchanges) and lets buyers bid for these ads in real time
- 3. Company Confidential Products and Services • NUVIAD HyperDSP • The smartest mobile media trading platform around utilizing algorithmic and real time analysis • NUVIAD Express • Location aware, goal oriented and data driven advertising for local and regional businesses • NUVIAD Sentinel • Real-time RTB Anti Fraud service utilizing behavioral and GIS user analysis
- 4. RTB Anti-fraud Practical Big-Data applications or things we could not do without Big Data
- 5. Company Confidential How big of a problem is it? Recent survey by eMarketer in the US and UK listed RTB and Programmatic fraud as the #1 obstacle to adoption of programmatic technologies
- 6. Company Confidential Bot Traffic is a very real problem • AdWeek reported that $6.3 billion out of $43.8 billion next year, will be based on fraudulent activity. • Another study: The average bot level for programmatic ad buys that number rose to 17% • Bots account for 11% of display ad views and 23% of video ads
- 7. Company Confidential RTB Fraud is a challenge •We are processing 500k ad transactions every second •Analyzing the performance of 2.3 billion user profiles across 300k mobile applications •Profiling the world - split into 100x100 squares
- 8. Company Confidential Using the right tools • There is no one-solution-fit-them-all. You have to find the right tool for your needs. • So, what do we use? • RedShift as a main data warehousing solution and non real time analysis • memSQL for real time analysis • AeroSpike for user and location profiles • MongoDB for app profiling
- 9. Company Confidential Profiling everything Main Language Purchase habits Children Children In-Market Home / Career / Car / Etc. Store visits entertainmen t preferences Daily routine Daily routine New Parent Work location Dining habits Age Education HH Income Gender
- 10. Company Confidential There is also “Soft Fraud” • We define “Soft Fraud” as data discrepancy within the RTB request. • RTB requests pass through few system along the way. Each system may add, remove or replace data from the RTB request creating discrepancies in the request itself, such as: • Location mismatches • OS mismatches • Source masking
- 12. Company Confidential Bot and fraud detection Detects the following fraud methods: ü Fraudulent users and bots generating ad calls for mobile web and mobile apps ü Device spoofing (devices impersonating other devices) ü Location Spoofing ü App / Site impersonation ü Fraudulent user behavior ü Transaction compliance analysis ü Transaction generated security breach's