Publishers are using Big Data and machine learning to optimize what ads to put in front of their audience. This discussion delves into the depths of that process, and also explores open problems in that world.
Sramana Mitra: Let’s start by introducing you to the audience. Tell us about yourself as well as about PubMatic.
Sri Gopalsamy: I joined recently as the VP Engineering heading the Big Data and machine learning area. I joined the company about two months ago. Andy is one of our co-founders. He has been with the company since the beginning so he has a lot more context around company introduction. My role here is to drive the entire Big Data and real-time data analytics at PubMatic.
I manage a team of Big Data analytics engineers who are building the platform and innovating in the core area of data analytics, natural language processing, real-time analytics, and machine learning. At PubMatic, we view Big Data processing as the key differentiator in helping us grow. I have over 20 years of industry experience. I spend many years in the leadership level with Walmart Global E-commerce. I was heading all of their e-commerce sites and helped launched sites in Canada, China, and UK as well. Prior to joining PubMatic, I was heading the Big Data team and built the team from ground up at Asurion. They’re in the mobile technology space.
Anand Das: I’m the co-founder and CTO at PubMatic, primarily focusing on technology strategy and running PubMatic Labs which focuses on things that we are going to bring out to the market in the next one to two years. I work very closely with VP Engineering like Sri here to make sure that we align for the future in terms of machine learning and optimization. Big data is a big part of what PubMatic does.
When you talk about optimization, relevant data at relevant times is very important. As the industry grows, data is going to grow. Everybody is solving the big data problem of how to crunch a lot of data. What we are interested in figuring out is a way to find a needle in the haystack quickly. Rather than crunching just a lot of data, how do get trends and utilize them prescriptively to optimize revenue. Just a short introduction to PubMatic, it’s a marketing automation platform.
What we do in layman’s terms is help publishers protect, monetize, and manage their important assets, which is the relationship between their content and the consumer. Before starting PubMatic, I was into high performance computing startup known as Panta. We build storage layer, parallel compilers and stuff. Prior to that, I was with VERITAS working on file-system, volume management, backup and data-related components, primarily focusing on operating system components.