"Leaving Yahoo?" ad placed at facebook by First Round Capital made a news: facebook social engine mistakenly mashed up a profile photo of a Yahoo employee to the ad. Read the fact.
The advertiser First Round Capital cannot see the actual ad at Yahoo network on facebook. What happened is that the Yahoo employee also belongs to FRC group:
Anyhow, I've now been informed (loudly) that my ad which said "Leaving Yahoo?" was accompanied by a picture of a current Yahoo employee. Most of those employees joined the FRC group before the ad campaign -- and (obviously and justifiably) were not too pleased by any implications that they were leaving their employer. And while I've apologized in person to those that contacted me, here's a very public apology to those who haven't.
This interesting social ad experiment generated totally unexpected results for the advertiser. The missing link is the semantics processed by facebook social engine. Even human can make mistakes during social engagement with misaligned social context, as of the machine, why not?
The simple machine model doesn't work for human. If the ad is going thru viral channel, human social ability would mostly place it in appropriate social context. However, this natural human model seems not working for facebook's eager revenue objective.
Anyway, it's funny to see actual people being placed by ad engine in the way of AdSense which is often non-sense. This story could be a perfect sample of first generation social ads.
Showing posts with label ad sense. Show all posts
Showing posts with label ad sense. Show all posts
Tuesday, February 12, 2008
Friday, December 14, 2007
The 7th sense and intelligent client
I never waste my time on the sponsored links at my gmail client, but cannot avoid a glance on the web clip pulled from my del.icio.us subscription (pic below). After fighting through possible Google or del.icio.us ad keyword filtering algorithms, sometimes it's dumb smart as I keep "social" and "web2.0" two tags on the subscription.
This is an example of the rudimentary intelligent client at the 4th-tier with a service mashup (simply Google + del.icio.us at RSS level). In Marshall McLuhan's concept, technology, or this case in specific - the 4th-tier client, is an extension of human body. The client creates a digital human sensory system after seeing, listening, smelling, tasting, touching, and possible psyche power (the 6th sense). Technology builds up the human peripheral of the 7th sense for our cognition and perception at our digital environment.
Like our basic human sensory system, we can also develop the adaptive filtering capability in our 7th sense. In vision sensory, we can focus on the display items during window shopping, and totally ignore the reflective images on the glass (try to shoot a photo and see what you got). Similarly, I always unintentionally ignore Google ad sense content. My 7th sense was eventually trained in my brain by past negative experience (ad sense content is mostly noise to me).
PM's and developer's job is to relieve human burden at the 7th sensory, bottom line is to avoid the negative brain training for ignorance. Therefore, machine cooperated effective adaptive filtering should be built into the client, making the client intelligent. From technology side, semantic web (web3.0) will pave the path. Thereafter, the semantic powered intelligent agents (web4.0) will achieve higher level of machine intelligence, making sense for our 7th sense.
Mobile devices are naturally perfect human peripherals. The current widget trend will ease the construction of intelligent mobile clients. We will see the heated-up battle field of social apps on mobile world.
This is an example of the rudimentary intelligent client at the 4th-tier with a service mashup (simply Google + del.icio.us at RSS level). In Marshall McLuhan's concept, technology, or this case in specific - the 4th-tier client, is an extension of human body. The client creates a digital human sensory system after seeing, listening, smelling, tasting, touching, and possible psyche power (the 6th sense). Technology builds up the human peripheral of the 7th sense for our cognition and perception at our digital environment.
Like our basic human sensory system, we can also develop the adaptive filtering capability in our 7th sense. In vision sensory, we can focus on the display items during window shopping, and totally ignore the reflective images on the glass (try to shoot a photo and see what you got). Similarly, I always unintentionally ignore Google ad sense content. My 7th sense was eventually trained in my brain by past negative experience (ad sense content is mostly noise to me).
PM's and developer's job is to relieve human burden at the 7th sensory, bottom line is to avoid the negative brain training for ignorance. Therefore, machine cooperated effective adaptive filtering should be built into the client, making the client intelligent. From technology side, semantic web (web3.0) will pave the path. Thereafter, the semantic powered intelligent agents (web4.0) will achieve higher level of machine intelligence, making sense for our 7th sense.
Mobile devices are naturally perfect human peripherals. The current widget trend will ease the construction of intelligent mobile clients. We will see the heated-up battle field of social apps on mobile world.
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