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2017 INFORMS Conference on Business Analytics & Operations Research

Analytics 2017 (The INFORMS Conference on Business Analytics and Operations Research) is the one analytics conference that consistently delivers proven applications and processes that will improve your business’s bottom line. Chief Scientist Claudia Perlich will present “Potential and Pitfalls of Machine Learning in Programmatic Advertising.”


Digital advertising is one of the largest and open playgrounds for machine learning, data mining and related analytic approaches. This development id fueled by unparalleled access to consumer activity across all digital devices and the rise of programmatic advertising where about 100 Billion advertising opportunities are sold daily in real time auctions This talk will outline the promise of infusing a historically intuition based industry with rigorous machine learning for both targeting and measurement. We will also touch on a number of challenges which arise in this environment: 1) high volume data streams of around 80 Billion daily consumer touch points, 2) low latency requirements on scoring and automated bidding decisioning within 100ms and 3) adversarial modeling in the light of advertising fraud and bots. The probably most challenging aspects remain however incentive misalignments/measurement issues in the advertising industry and the paradox of big data and predictive modeling: You never have the data you really need and sometime having more data hurst!

Claudia Perlich
Chief Scientist