Tuesday 9th August 2022

Contextual Ads: Winning in a 5G World

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Section 0: Device Edge Components

  • API discovery consists of all the contextual factors that are triggered to drive a hyper-localized ad experience (e.g. weather, traffic, location). The campaign management engine (downstream) is expected to automate ad-spend notifications to match fluctuations in these parameters. For instance, advertisers can refer to the weather API to promote a local ice cream shop more on hot days.
  • Enrollment assigns a unique identifier to every connected device that is part of this experience. This is a three-step process:
  1. Assign users and contextual parameters (defined at the API discovery layer) to each device for policy-driven ad targeting.
  2. Deploy deep-learning models to the enrolled devices, each model specialized for a use case. With today’s technology on cellular devices, the models can process videos at 2–4 frames per second. As end-user devices and hardware technologies evolve, processing to the edge will likely increase.

Section 1: On-premise Edge Components

End-user devices typically do not have the capabilities to handle the entire processing logic of the necessary framework. On-premise edge is a shared infrastructure that allows user devices to vertically scale their compute capabilities, adding a layer outside the boundaries of the device that can execute the necessary functions. On-premise edge has the advantage of proximity to the end-user device, reducing latency for processing. Such an infrastructure can also prevail as a fallback for devices with older hardware.

  • Business logic is where the bulk of the media decoding and processing is expected to happen. As users consume media, a neural network extracts patterns from input data samples. Running in real-time, this processing engine performs the following actions:

Section 2: Network Edge Components

Network edge, which includes the campaign management engine, is a shared infrastructure that manages multiple on-premise edge networks (both physical and virtual), usually operating for a city or town. A single network edge can house multiple on-premise networks spread across the country, each with its topology and business rules. For instance, Brooklyn may house a network edge with multiple on-premise edges across the county mapped to it, and the network edges for Brooklyn may have a centralized data center cloud component representing New York.

  • Ad mapping: Analyzes information received from the business logic layer — using advanced AI/machine learning (ML), this information is reconciled against a brand’s campaign criteria to map contextual segments relevant to the targeted audience.
  • Device ad sync: Ensures that data and preferences are synced across devices — with the right approach to modularize device enrollment, advertisers can ensure that settings are synced to every participating device in a specified location.

Section 3: Datacenter Cloud Components

  • Master model optimizer imports training data from multiple edge instances (each locality, building, or office can have an edge instance running) to optimize a central repository of ML models. These models are optimized:

What is in it for the stakeholders?

  • Advertisers and media owners
    Real-time insights from the content analysis provide advertisers with more precise data sets, enabling better targeting for more relevant ad content to viewers on every single impression. Media owners, on the other hand, can use dynamic feeds to better monetize their video content. With a dynamic feed, watching an adventure video can trigger a GoPro ad for one demographic and a vacation package for another. Such strategies can reduce the cost per view and increase click-through rates while fully complying with brand safety guidelines and local regulations.
  • CSPs
    A distributed, cloud-based architecture can open multiple revenue streams to service providers. As the full functionality of 5G becomes mainstream, service providers can set up virtual network slices and dynamic service-level agreements (SLAs) that correspond to slice utilization, latency, or backhaul congestion. Through the right mix of B2B and B2C ecosystem participants, service providers can also offer a pay-as-you-go OpEx spend, fueling broader adoption among enterprises.
  • For consumers
    A global survey by Ericsson discovered that 16% of consumers are interested in 5G-fixed wireless access (FWA) offering to replace or supplement their existing home broadband. Similarly, consumers say they are willing to pay a 10% premium for a 5G plan, and early adopters as much as 20%.

    5G can end up delivering much more immersive ad visuals to consumers than what is available today. Network providers estimate 5G will load pages, apps, and ads with less than 10ms latency even after processing ad tags, header bidding, verification, attribution, and servers. These speeds will allow brands to provide a more personalized, seamless overall consumer experience. AI-based gesturing is already a part of high-end smartphones. 5G infrastructure will allow more points of tactile feedback to…

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