We’ve just announced that we are building two schools in Ghana and couldn’t be more excited! Here’s what you need to know.
Partnering with Pencils of Promise:
Pencils of Promise (PoP) founder, Adam Braun, delivered the keynote address at adMarketplace’s Insight NYC Summit back in April. Pencils of Promise is a New York based 501(c)(3) organization dedicated to providing educational opportunities for children in the developing world. They identify and partner with local communities that are deeply committed to their children’s education. Adam’s story, and PoP’s mission, immediately resonated with us and we knew adMarketplace had to get involved.
Soon after, adMarketplace partnered with Pencils of Promise to build a school in Ghana’s Volta Region. Our first donation sparked a second one – and now our employees are raising an additional $25,000 to construct another school in the same region.
Our donations will cover building materials and labor for the construction of both schools. Local community members will also work hand-in-hand with Pencils of Promise every step of the way, committing twenty percent of the full labor and material costs.
Where We’re Building:
The Adigbokope Primary School
The first new school will be located in an agricultural community in Volta’s Afadjato South district. The town, which is far from the main road and often inaccessible in the rainy season, has a total population of about 1,000 people. The existing school currently has 159 students registered in three grades. Classes are held in provisional structures with little roofing, leaving students exposed to the elements. These classrooms flood easily and are often inaccessible in the rainy season.
Asele Preschool and Primary School
The Asele community is also located in Ghana’s Volta region, in the Jasikan district. Asele has a population of approximately 1,200 people, and is slightly closer to a major market than Adigbokope. Their 178 preschool and primary students currently attend classes in three dilapidated rooms, which are not earthquake resistant.
About Our Schools:
By partnering with local communities that are committed to the long-term success of their students, Pencils of Promise helps ensure that our schools will continue to make a difference long after the new paint smell has faded.
Each new school will include 3 expanded classrooms in structurally-sound buildings designed to reduce noise pollution and protect students from seasonal storms and flooding. Students should be worried about studying for exams, not staying dry. The improved learning environment will make it much easier for students to focus on their studies.
We are thrilled to be able to help make early education more accessible for both of these communities!
We asked PoP which regions currently demonstrated the most need of immediate funding and Ghana topped the list. Here is a brief snapshot:
There are 652,818 children out of school in Ghana.
The average citizen in Ghana receives only 3.9 years of education.
70% children living in rural areas of Ghana attend some primary school, but less than 43% attend secondary school (ages 12-15). We believe that improved primary education will boost secondary school attendance.
By the time children in Ghana reach adulthood, only ⅔ are literate.
Pencils of Promise schools have a proven track record and have already positively affected the lives of 28,310 students worldwide.
PoP scholarship students progress to secondary school 2X more than the regional average.
Our partnership with Pencils of Promise aligns with our overarching philanthropy goal of fostering the next generation of innovation and growth by supporting initiatives that improve children’s access to education, healthcare, and the arts. Visit our website to learn more about what we’re doing to make a difference. Visit the Pencils of Promise website to learn more about how they are empowering students and improving educational outcomes in developing countries.
adMarketplace is excited to introduce the first programmatic marketplace for search advertising. By adding our algorithmic bidding technology, BidSmart, into our advertiser platform, Advertiser 3D, adMarketplace is now the only search advertising marketplace that allows advertisers to achieve their performance goals by bidding programmatically across 15 different dimensions.
What is programmatic search?
Our BidSmart algo analyzes each advertiser’s performance data to optimize their account spend and bid accordingly. For example, if we receive a query for the keyword “hotel” on Local.com from an iPhone, BidSmart will predict the optimal price for a click to a major hotel chain based on their historical performance data on that keyword, traffic source, and device type.
How is this different from what Google or Yahoo! is doing?
Unlike adMarketplace, Google and Yahoo do not share traffic source spend or cost data with advertisers who buy traffic from their search partner network. This black box approach removes control from advertisers. Advertiser 3D is transparent because it shows advertisers exactly how their bids are performing by traffic source and device type. Moreover, due to outsized market power, most advertisers are not comfortable sharing performance data with Google.
Like Google, Yahoo is also a black box for advertisers. Yahoo receives performance data from less than 5% of their advertisers. Without performance data, Yahoo simply can’t make educated bidding decisions on behalf of their advertisers. Uninformed automated bidding decisions rarely deliver performance.
How is programmatic search different than programmatic display?
Programmatic display relies on user-based cookie data to target user audiences or retarget specific users. In programmatic search, the value of a user query is not tied to the identity of a specific user. BidSmart uses keyword, traffic source, and device type performance data to price ad placement based on the strength of the intent and the likelihood of a conversion.
Also, the fact that we don’t use cookie data makes our programmatic solution fully compatible with all mobile devices and browsers.
For more information please check out our press release here.
adMarketplace just won the Hewlett Packard Discover 2014 Award for Excellence in Big Data! The award recognizes companies who best use Vertica, HP’s analytical database platform, to support their data processing. Our Vertica databases house data that powers Advertiser 3D, our campaign management platform, and BidSmart, our algorithmic bidding system. Both Advertiser 3D and BidSmart process significant amounts of real-time data and require a scalable data warehouse with powerful analytical capabilities.
Our CTO, Mike Yudin, will accept the award at the HP Discover Conference in Las Vegas on June 10th. “HP sees a lot of different data processing applications, in many industries -- including top financial, telecom and healthcare companies -- so it’s really an honor that they chose adMarketplace for this award,” says Yudin. “Advertiser 3D is a fine piece of precision machinery with many parts working seamlessly together. Data flows throughout the system continually at multi-terabyte per hour rate. We deal with a lot of complex queries and our algorithms have very low requirements for latency. Vertica is able to satisfy those requirements.”
adMarketplace delivers performance to advertisers by finding innovative ways to use data, and Vertica lets us take advantage of our data. Thank you to HP for recognizing our hard work!
Here’s the link to the official announcement.
Note: This is the fifth and final post in a series of articles leading up to our April 23rd Insight Summit. Be sure to check back for detailed follow-up posts after the event.
Our opening Insight panel, “Signals Outside the Engines,” will focus on different forms of intent data outside the traditional search engine model. Search engines like Google and Yahoo!/Bing rely on keyword queries to calculate user intent, and keyword-generated intent data has long been considered the key to user intent modeling. This panel, moderated by our VP of Ad Operations James Domenick, will feature three industry experts with experience gathering and leveraging non-traditional intent data. Vikram Somaya, GM at The Weather Channel, will explain how weather data influences user intent. Geoffrey Shenk, VP of Business Development at Superfish, will weigh in on the rapidly evolving field of image-related intent. And, Chia Chen, SVP at Digitas, will discuss a holistic view of intent data. Non-keyword based intent data is still emerging and evolving, and this panel will help shine some light on the various forms of intent data outside the traditional keyword model. See below for a brief overview of the topic:
What is alternative intent data?
User intent data is any information that gives advertisers clues about the types of users most likely to respond to a given ad. Typically, this information comes from keyword data, but there are many other sources. Weather, location, user movement, and image data can all contribute to user intent.
How does this work?
According to Vikram, weather affects the way people shop, the way people eat, and the way people spend their leisure time. Attaching user behavior data to weather data can help advertisers predict how users might behave on a given day. Likewise, users interact with images differently than they do with textual keyword results, so intent data from image-centric algorithms like Superfish tell a different story than its keyword-based counterpart. Our panelists will break down the various ways that different intent data can tell a more complete user intent story
Why is this important?
With access to more and better data, it’s now possible to draw conclusions about user intent in ways that were impossible in the past. It is highly likely that, in the near future, it will be commonplace to utilize intent data from a variety of sources, rather than relying on keyword data from search engines. Our panelists are at the forefront of a practice that will soon be industry standard, and we are very excited to hear their thoughts.