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Archive for Mark McEachran

Is it Fraud? Illustrating some marginal to bad practices in ad-tech

A couple weeks ago I was looking over geographic location data to inform the return on investment of an advertising campaign. A significant portion of metropolitan data was showing a large percentage of the users sitting in the exact same location. It was as if they all checked-in on their apps while they were standing at the center of the city. That seemed unlikely. Was there something wrong with the data? Well, yes and no. More importantly: was it fraud?

Was it fraud? Welcome to the gray area of ad-tech. eMarketer shows that display advertising fraud loss is hovering around $6 billion worldwide. They likely derived this data from very black and white definitions of what is and what isn’t fraud. In this post I’ll be lining up not only explicitly fraudulent behavior, but also some marginal tactics of media owners, supply side companies, advertisers and demand side companies to illuminate the fringes of acceptable behavior.

Read on for geo stuffing, bid caching and more…

Pacing Algorithm for Advertising Campaigns and Inventory Allocations

I was trying to figure out what to do with my Sunday. My options were: build a little header bidding ad server plugin for WordPress; run, sleep and eat; or write up some blog post on a pacing algorithm, because people still seem to be producing crappy ones. Since you’re reading this, you can probably guess which choice I made. I mean, it’s not the first post I’ve written on the subject.

It showed up again last week. I didn’t expect it, but I guess I never do. A saw-tooth pattern on a chart, indicative of a capping of sorts. A chart that says, “I want a thing to happen, but only so much.” In this case it was a traffic allocation. This was a surprise.

A little (bad pacing algorithm) history

Most of the time when I run into a bad pacing algorithm it’s in the form of a campaign trying to limit itself. It only needs to acquire a few thousand impressions every five minutes, for example. So the hastily written algorithm might divvy up the impression allocation into five minutes buckets. Effectively that’s 12 buckets every hour. So it takes an hour’s worth of impression needs and divides it by twelve. One twelfth of the impressions are purchased every five minutes. Unfortunately at that point it switches to a simple counter that says, “for the next five minutes buy impressions until the number purchased reaches 1/12th of what I need in this hour.”

You end up with a purchase graph that looks like this.
Sawtooth Pattern exposes a bad pacing algorithm

See that blue spiky thing? That’s the one that’ll get ya. Read on to find out how this impacts the industry and how to fix it

Tokyo Tourist

Having just returned from my fifth trip to Tokyo, I think I’m finally comfortable offering some tips, tricks and a short-list of fun sights to see. This is by no means a comprehensive list. It’s just enough to facilitate your basic mobility needs and your curiosity. I’ll start with the airport.

Narita

Tokyo Travel StickerTerminal One at Narita International Airport is part airport, part train station, and part shopping mall. Your other international hubs have cute stores and all, but how many choices of kitch and foodstuffs and ramen shops can you find? Chances are you won’t find half as many as you do at Narita. The trick is that you have to hit both sides of T1 if you want to catch ‘em all. Unfortunately you’ll be locked into one or the other, depending on your airline. Worry not, wayward traveler, you win on either side.

Downtown

I’m still searching for the best way to get to downtown Tokyo from the airport. Right now I’m getting a full-fare ticket on the Narita Express (NEX) on the JR East railway. Unfortunately you have to pay cash, about 3,000 yen, if you want to use the automated machines. Your western credit cards won’t work in them. If all you’ve got is your Visa, you’ll have to wait in line and get it from an agent. If it’s your first time in JP, you might want to do that anyway. Some of the machine jibber jabber can be a bit confusing for a non-native, even when you set the language to English. Read on to find out the easy math of the Japanese Yen and how you might encounter more than a few smokers indoors

Switzerland

Stepping off the plane, I couldn’t help but notice that Basel airport bears a striking similarity to many rural, American airports. There are few gates, limited services, and only the essential airport staff. This might not be your point of entry, but if it is know that you’re not actually in Switzerland just yet. You’re in France.

Basel airport, if you didn’t guess by the name, services the Swiss city of Basel primarily, but at some point the lords of the air decided that it should be located outside the bounds of Europe’s favorite neutral country.

Catching a cab might be difficult here, and there’s no train to the city to speak of. I found a taxi sign sitting atop a weathered Tesla S-series sedan. Sadly, no driver was in sight. That was okay, I had my Lyft app – but they don’t. It was another dead end. Thankfully Uber had penetrated the market, and while I’d prefer not to use their service due to the reported corporate culture, I was out of alternatives.

Switzerland and the EU

Switzerland flag flanked by bicyclesSwitzerland is the first European country I’ve visited that went mostly untouched by the second world war. I say mostly because there several Allied bombings of Switzerland. One notable incident hit Schaffhausen. Stories are mixed. At the time the Allies cited bad weather that threw the bombers off course and confused the navigators. Others say it became a target when it started producing arms for the Axis. It almost makes me want to put “neutral” in quotes, and there I just did.

In any case, those days are long in the past and we’re all good friends now. Existing treaties do not make the country part of the EU, but they do keep up with most of the laws. Read on to find out the language and understand a how there’s more cheese than you can poke a hole in

Sand

The hot wind hit Angel like a warm towel. The sand aloft in the air scratched like the fabric. The sand, it was hard to walk through the sand with no socks — only shoes that he was forced to empty every block or two. The sand was everywhere in the city. It piled along the buildings and alleyways like the snowdrifts of years past.

Gone were the plows to clear the way for traffic. Occasionally the wind would reveal a patch of pavement. Sometimes Angel would spot a crosswalk or a yellow line that ran down the middle of the road.

Block by block he worked his way across the city. The sun baked down on him. Without his clothes his mile-long walk would have given him cancer, or at least an excruciating sun burn.

He walked it every week. He walked among the empty streets and buildings of this once magnificent, second city. This place had survived a tragedy before, a great conflagration that destroyed nearly everything. There was no escape for her majesty this time around. The devastation was complete, along with every other city around the world.

Ten years had passed since the last remaining vestiges of the world’s military squared off for the slivers of fertile land near the poles. The final battles took place in Antarctica. The West won, but their prize was short-lived. Even the southern continent succumbed to the warmth. The heat and the dryness obliterated crops, as they had done across the globe years before.

On he trekked, climbing over rusted relics that used to move along the streets, but were now buried in tons of silicon and grit. He climbed down from upper streets to lower streets on scattered fences, jumping into dunes when the makeshift ladder fell short.

Only the wind, the sand, the sun and the decay made any sort of sound. Glassless behemoths stood and howled, as if to call out in slow anguish while the years tore them down. Pitted walls gouged by the relentless beating of the air made them look as ancient stone in some places, relics and ruins in others.

The air was thick with heat, but short of oxygen. More than the shoes, exhaustion slowed Angel’s pace.

A world had gone wrong, infested with a short-sighted species that valued power over existence. A world that had been abandoned by logic and empathy had no recourse to right the wrong, and no way to cry for help.

This is only the beginning of a story based on a very strange dream. I also have a book coming out soon. If you’d like to be informed about my writing escapades you can follow me on Facebook or sign up for my mailing list.

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