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3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
Transcript of 3 Easy Ways to Reach Financial Freedom: How Twitter user Geo to win advertising
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3 Easy Ways To Reach Financial Freedom:
How Twitter use Geo to win Advertising
Sen XuSIGSpatial 2016 MELT Workshop
Mobile Entity Localization, Tracking and Analysis
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• Step one– Use a catching title
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• Twitter has more than 284 million monthly active users. (October 2014)• 500 million Tweets are sent per day, or 1 billion every ~2 days. (August
2013)• More than 300 billion Tweets have been sent since company founding in
2006. (October 2013)
• TPS record: one-second peak of 143,199 Tweets per second, in Japan (August 2013)
• 80% of our active users are mobile users. (October 2014)• 40% of our active users simply consume content on Twitter. • Twitter supports 35 different languages. (March 2013)• 77% of Twitter accounts are outside the U.S. (October 2013)
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• Content Generation– How to create features that make users want to share private information with us?
• How to get user to turn on locationservice?• How to collect user birthday?
– Import third party data: data plumbing– Data Correctness/Legal Issue/Disputed Territory
• Monetization– Features for the other side: advertisers– Targeting: Geo, Age, Interest, Behavior (Follow/Following)
• Service/Technology (AKA How to make your service faster)– QA your data source– Tech infra (Geohash-based Reverse-geocoding)
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How to create features so attractive that users are willing to share data
Content Generation
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Targeting criteria: Geo, Bio, BehaviorAds Analytics
Features for the other side: advertisers
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Nielson DMA
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SelectionCleaning/Plumbing
Service
Dealing with third party data
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QA Vendor data is absolute necessary
Spot the difference?
PlaceType: COUNTRY PlaceType: TOWN
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More interesting (potentially dangerous) insights:
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Pitney Bowes Geometry (conflated) Zipcode:
United States Mexico
Same PlaceType in different country may have different coverage
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Territory in Dispute
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Territory in Dispute
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DefinitionPlumbingCleaning
Geo Data Pipeline Infra
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In the Geo Stack…
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–A place has id, names, attributes, parents, and geography•place_id: unique u64 id•name: one place may have multiple names, but only one preferred name•Attributes (annotations): open-ended key-value store for custom attributes. For POI, address, phone, URL, twitter, existence, etc.•parents: upper administrative level, e.g., in US, City’s closest parent is State (Admin1). Or determined by geometry containment, e.g., POI can have Neighborhood as parent if it contained by it.•geography: point (for POI), polygon/multi-polygon (for all other place types). line geometry
Place:
Glossary
POI: Point of Interest. Using a point (lat,lon) as a simplified representation of places, common POIs are restaurant, landmarks, parks, and dentist offices*
*although POIs can all be interesting/useful under certain occasions, some will be more interesting than others for geotagging purposes.
Pitney Bowes:Factual:
Polygonal data vendor (188 countries)
POI data vendor (49 countries)
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What kind of data do we need for a fully-fledged Geo Service?
Service Required Data Set Rockdove GeoduckGeocoding(text to lat/lon)Reverse-Geocoding(lat/lon to
text)
• Popular Geopolitical names and geometry (e.g., Neighborhood, City, State, Country)
Unresolved merge of 13 different data source of various data quality
Pitney Bowes
• Polygonal data for specific marketing needs
Unlicensed simplified geometries
Nielson
• Useful, High quality POI
UGC… Factual
IP reverse-lookup
IP blocks to lat/lon or Place (confidence)
NetAcuity NetAcuity with User modeling
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User generate places (e.g., Mom’s basement)Overlaps within the same PlaceType (data bug!)
Historically…rockdove allows
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• Geometries within each PlaceType do not overlap against each other• Keep Reverse-Geocoding (RGC) Trie sane
• Maintain Rockdove ID• Historically geo-tagged Tweets will display correctly (deleted)
• Reuse Rockdove ID and update with geometry• Historically geotagged “New York City” tweets will be related to the same PlaceID, with updated geometry and attributes
Requirement for Geoduck
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Geoduck Data Pipleine (v1)
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Data Pipeline
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• Duplicate places coming from different vendors with slightly different name and geometry• Simple Solution: For each incoming place, find potential candidates
(name-match, Levenshtein distance) then validate using geometry
Conflation Challenges
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from O(N log N) to O(1)
Reverse-Geocoding
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Geohash
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Geometry/Geography Input
Output Data Structure
Transform into Geohash with precision set
arbitrarily (e.g., precision = 7)
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Geohash-based Reverse-Geocoding
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Geohash-based Reverse geocoding
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• What would happen when user don’t share GPS?– IP: NetAcuity, MaxMind, NeoStar– DIY?• Blacklist• Whitelist• Requires polygons
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Mapping Uber’s Future: Uber Maps is Hiring
*https://newsroom.uber.com/mapping-ubers-future/
“Over the past decade mapping innovation has disrupted industries and changed daily life in ways I couldn’t have imagined when I started. That progress will only accelerate in the coming years especially with technologies like self-driving cars. I remain excited by the prospect of how maps can put the world at our fingertips, improve everyday life, impact billions of people and enable innovations we can’t even imagine today.
”--Brian McClendon, VP of Engineering, Uber
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Twitter: @alex_senxuWechat: senxu_alexEmail: [email protected]