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Data Science and Analytics |
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ISchool 296A Spring 2012 |
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Algorithms and Advertising Dr. Anil Kamath VP, Adobe Abstract In the last decade, quantitative methods have significantly changed how advertising is targeted, measured and priced. We describe an algorithmic approach to online advertising that starts with data and builds statistical models that lead to automated decisions that drive advertising performance. We will look at mathematical techniques for targeting ads; predictive algorithms for modeling advertising performance; and optimization techniques for allocating advertising spend with examples from search engine marketing, display and social advertising.
Bio Anil Kamath is the founder and primary architect of Efficient Frontier, a leading digital ad buying and optimization platform that pioneered the use of portfolio theory to drive return on ad spend for advertisers. Anil Kamath led the product and technology innovations at Efficient Frontier until its acquisition by Adobe Systems. Before Efficient Frontier, Anil founded eBoodle an ecommerce company providing comparison shopping and digital wallet services, that was acquired by Bizrate/Shopzilla.
Anil was Vice President of International Equity Trading at D. E. Shaw& Co, a hedge fund that specializes in using quantitative models for program trading. Anil has also worked at Bell Labs and has a master's and a Ph.D. in computer science from Stanford University. He has authored multiple technical papers in the area of optimization and also has several patents.
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