can you imagine a city without advertising for the residents of South
advertising for the residents of South
advertising for the residents of South Paulo
Paulo
Paulo this doesn’t need imagination a city of
this doesn’t need imagination a city of
this doesn’t need imagination a city of 11 million inhabitants stripped of all
11 million inhabitants stripped of all
11 million inhabitants stripped of all its advertising in September 2006 the
its advertising in September 2006 the
its advertising in September 2006 the clean city law passed and 15,000
clean city law passed and 15,000
clean city law passed and 15,000 billboards cluttering the world’s
billboards cluttering the world’s
billboards cluttering the world’s seventh largest city were taken down
seventh largest city were taken down
seventh largest city were taken down this happen despite the critics were
this happen despite the critics were
this happen despite the critics were worried about the revenue loss of 133
worried about the revenue loss of 133
worried about the revenue loss of 133 million dollars and the loss of 20,000
million dollars and the loss of 20,000
million dollars and the loss of 20,000 jobs the city continues to exist and 70%
jobs the city continues to exist and 70%
jobs the city continues to exist and 70% of citizens found the advertising ban
of citizens found the advertising ban
of citizens found the advertising ban beneficial now can you imagine internet
beneficial now can you imagine internet
beneficial now can you imagine internet without advertising YouTube without ads
without advertising YouTube without ads
without advertising YouTube without ads all good days how we ended in this noisy
all good days how we ended in this noisy
all good days how we ended in this noisy digital world we’re living in the
digital world we’re living in the
digital world we’re living in the information overload era if a digital
information overload era if a digital
information overload era if a digital world we’re still using this in a very
world we’re still using this in a very
world we’re still using this in a very manual way we spend hours to search to
manual way we spend hours to search to
manual way we spend hours to search to read reviews compare prices until the
read reviews compare prices until the
read reviews compare prices until the shop online and we’ll leave our digital
shop online and we’ll leave our digital
shop online and we’ll leave our digital footprints everywhere during this buying
footprints everywhere during this buying
footprints everywhere during this buying shopping reading process look at this
shopping reading process look at this
shopping reading process look at this this shows the advertising landscape all
this shows the advertising landscape all
this shows the advertising landscape all these different technologies emerged
these different technologies emerged
these different technologies emerged just during the recent years only to
just during the recent years only to
just during the recent years only to connect marketers to consumers the
connect marketers to consumers the
connect marketers to consumers the advertising industry is blooming thanks
advertising industry is blooming thanks
advertising industry is blooming thanks to our digital footprints our personal
to our digital footprints our personal
to our digital footprints our personal data yes our personal data
data yes our personal data
data yes our personal data fan tremendous value it is any
fan tremendous value it is any
fan tremendous value it is any information that can say something about
information that can say something about
information that can say something about us somehow our name our age location
us somehow our name our age location
us somehow our name our age location email address phone number but we do
email address phone number but we do
email address phone number but we do online but you’re sharing with our
online but you’re sharing with our
online but you’re sharing with our friends what we’re searching for
friends what we’re searching for
friends what we’re searching for anything literally even our mouse
anything literally even our mouse
anything literally even our mouse movement but what is the relationship
movement but what is the relationship
movement but what is the relationship between our personal data and
between our personal data and
between our personal data and advertising industry day even before you
advertising industry day even before you
advertising industry day even before you click you touch the screen your data is
click you touch the screen your data is
click you touch the screen your data is shared with many parties ad servers ad
shared with many parties ad servers ad
shared with many parties ad servers ad exchanges demand-side platforms supply
exchanges demand-side platforms supply
exchanges demand-side platforms supply sites platforms everyone wants to know
sites platforms everyone wants to know
sites platforms everyone wants to know what you’re interested in and how much
what you’re interested in and how much
what you’re interested in and how much your attention is worth your attention
your attention is worth your attention
your attention is worth your attention is put up for auction
is put up for auction
is put up for auction the ad from the winner of the bidding is
the ad from the winner of the bidding is
the ad from the winner of the bidding is shown to you together with the content
shown to you together with the content
shown to you together with the content you’re looking for and all this happens
you’re looking for and all this happens
you’re looking for and all this happens in a fraction of a second don’t get me
in a fraction of a second don’t get me
in a fraction of a second don’t get me wrong I’m not against sharing data but
wrong I’m not against sharing data but
wrong I’m not against sharing data but what is particularly awkward here is
what is particularly awkward here is
what is particularly awkward here is that our data is traded without us
that our data is traded without us
that our data is traded without us noticing it’s a click a touch on the
noticing it’s a click a touch on the
noticing it’s a click a touch on the screen that generates money out of thin
screen that generates money out of thin
screen that generates money out of thin air if so much value with our data why
air if so much value with our data why
air if so much value with our data why we don’t get paid for it we have no
we don’t get paid for it we have no
we don’t get paid for it we have no control I spent years at university
control I spent years at university
control I spent years at university doing research on how we can model
doing research on how we can model
doing research on how we can model humans digital behavior online but
humans digital behavior online but
humans digital behavior online but collecting while collecting and tracking
collecting while collecting and tracking
collecting while collecting and tracking their personal data my research was
their personal data my research was
their personal data my research was useful for the so called personalization
useful for the so called personalization
useful for the so called personalization solutions like movie recommendations on
solutions like movie recommendations on
solutions like movie recommendations on Netflix product recommendations on
Netflix product recommendations on
Netflix product recommendations on Amazon I was passionate about this this
Amazon I was passionate about this this
Amazon I was passionate about this this could help us building a better digital
could help us building a better digital
could help us building a better digital world we could find the information we
world we could find the information we
world we could find the information we need much effortlessly or even better
need much effortlessly or even better
need much effortlessly or even better than that information can come and
than that information can come and
than that information can come and – in the right time and right place
– in the right time and right place
– in the right time and right place isn’t that exciting
isn’t that exciting
isn’t that exciting I joined industry later worked as a data
I joined industry later worked as a data
I joined industry later worked as a data scientist I even started my own company
scientist I even started my own company
scientist I even started my own company building personalization as a product
building personalization as a product
building personalization as a product but as we work harder we realized that
but as we work harder we realized that
but as we work harder we realized that building up ideal personalization
building up ideal personalization
building up ideal personalization solution is far from reality users are
solution is far from reality users are
solution is far from reality users are becoming more aware of protecting their
becoming more aware of protecting their
becoming more aware of protecting their data they use ad blockers and without
data they use ad blockers and without
data they use ad blockers and without good data our algorithms column work
good data our algorithms column work
good data our algorithms column work properly we ended up with creating even
properly we ended up with creating even
properly we ended up with creating even more noise advertisement following users
more noise advertisement following users
more noise advertisement following users everywhere they were irrelevant out of
everywhere they were irrelevant out of
everywhere they were irrelevant out of context this was nothing that they could
context this was nothing that they could
context this was nothing that they could be passionate about anymore I quit my
be passionate about anymore I quit my
be passionate about anymore I quit my job I started working on a new idea this
job I started working on a new idea this
job I started working on a new idea this time I wanted to put myself on the side
time I wanted to put myself on the side
time I wanted to put myself on the side of users not advertisers marketers or
of users not advertisers marketers or
of users not advertisers marketers or businesses let’s change this game how
businesses let’s change this game how
businesses let’s change this game how the ideal world for us could be it’s a
the ideal world for us could be it’s a
the ideal world for us could be it’s a digital world we need digital means to
digital world we need digital means to
digital world we need digital means to deal with this digital world we need
deal with this digital world we need
deal with this digital world we need personal agents to work on behalf of us
personal agents to work on behalf of us
personal agents to work on behalf of us to take all the hassle of finding
to take all the hassle of finding
to take all the hassle of finding information and to connect marketers or
information and to connect marketers or
information and to connect marketers or whoever has something to offer to us to
whoever has something to offer to us to
whoever has something to offer to us to remove the need for middle men such as
remove the need for middle men such as
remove the need for middle men such as advertisers but if we can put all our
advertisers but if we can put all our
advertisers but if we can put all our intentions to buy a product or service
intentions to buy a product or service
intentions to buy a product or service in one shopping basket which is ours
in one shopping basket which is ours
in one shopping basket which is ours our data could be our currency what if
our data could be our currency what if
our data could be our currency what if as customers we don’t have to be
as customers we don’t have to be
as customers we don’t have to be acquired maintained become loyal to
acquired maintained become loyal to
acquired maintained become loyal to anyone but businesses become loyal to us
anyone but businesses become loyal to us
anyone but businesses become loyal to us by providing better and better products
by providing better and better products
by providing better and better products and services how this could be possible
and services how this could be possible
and services how this could be possible I would love to tell you with with an
I would love to tell you with with an
I would love to tell you with with an example imagine travelling are planning
example imagine travelling are planning
example imagine travelling are planning for a trip often starts with search
for a trip often starts with search
for a trip often starts with search isn’t it
isn’t it
isn’t it what are the flights out there is there
what are the flights out there is there
what are the flights out there is there any good deal for me I plan for a trip
any good deal for me I plan for a trip
any good deal for me I plan for a trip she starts with us having an intention
she starts with us having an intention
she starts with us having an intention to travel to specific location within a
to travel to specific location within a
to travel to specific location within a budget in a timeline related to our
budget in a timeline related to our
budget in a timeline related to our hobbies interests and we can put this
hobbies interests and we can put this
hobbies interests and we can put this intention up for auction airlines can
intention up for auction airlines can
intention up for auction airlines can come and bid for us to get us as a
come and bid for us to get us as a
come and bid for us to get us as a customer offering better and better
customer offering better and better
customer offering better and better deals isn’t this a win-win game for
deals isn’t this a win-win game for
deals isn’t this a win-win game for airlines and travelers as a traveler I
airlines and travelers as a traveler I
airlines and travelers as a traveler I get access to deals that exist only for
get access to deals that exist only for
get access to deals that exist only for me it’s not out there it’s for me
me it’s not out there it’s for me
me it’s not out there it’s for me because of the value of my personal data
because of the value of my personal data
because of the value of my personal data I can take care of my data control it my
I can take care of my data control it my
I can take care of my data control it my frequent flyer data trade it everywhere
frequent flyer data trade it everywhere
frequent flyer data trade it everywhere based on what I want to get it’s a win
based on what I want to get it’s a win
based on what I want to get it’s a win for airlines they used to fight for
for airlines they used to fight for
for airlines they used to fight for attention before by spending huge amount
attention before by spending huge amount
attention before by spending huge amount of money on advertising campaigns now
of money on advertising campaigns now
of money on advertising campaigns now they get direct access to our intention
they get direct access to our intention
they get direct access to our intention for traveling our intention is worth
for traveling our intention is worth
for traveling our intention is worth much more than an attention they get
much more than an attention they get
much more than an attention they get direct access to real-time markets
direct access to real-time markets
direct access to real-time markets demand it’s a win for travelers win for
demand it’s a win for travelers win for
demand it’s a win for travelers win for airlines and it’s a lose for anyone in
airlines and it’s a lose for anyone in
airlines and it’s a lose for anyone in between such as advertisers our data has
between such as advertisers our data has
between such as advertisers our data has a value it has a power it should be for
a value it has a power it should be for
a value it has a power it should be for us our personal power but it doesn’t
us our personal power but it doesn’t
us our personal power but it doesn’t have to stop here we have also power as
have to stop here we have also power as
have to stop here we have also power as a social group if I share my intention
a social group if I share my intention
a social group if I share my intention to travel with my friends colleagues
to travel with my friends colleagues
to travel with my friends colleagues co-workers they can join my intern
co-workers they can join my intern
co-workers they can join my intern intention and as a social group you’ll
intention and as a social group you’ll
intention and as a social group you’ll have even more bargaining power it can
have even more bargaining power it can
have even more bargaining power it can even get better than this all of us
even get better than this all of us
even get better than this all of us right now decide to go to Alaska even
right now decide to go to Alaska even
right now decide to go to Alaska even that a strong market signal for the
that a strong market signal for the
that a strong market signal for the airlines to consider we can put our
airlines to consider we can put our
airlines to consider we can put our intentions together and gain even more
intentions together and gain even more
intentions together and gain even more power as a crowd
power as a crowd
power as a crowd the advertising ban in Sao Paulo reminds
the advertising ban in Sao Paulo reminds
the advertising ban in Sao Paulo reminds us that once we lost control on our beer
us that once we lost control on our beer
us that once we lost control on our beer home
home
home our City it was possible to get back
our City it was possible to get back
our City it was possible to get back control and filter out the noise the
control and filter out the noise the
control and filter out the noise the story of beautiful Sao Paulo reminds us
story of beautiful Sao Paulo reminds us
story of beautiful Sao Paulo reminds us that it dis can be beginning of an end
that it dis can be beginning of an end
that it dis can be beginning of an end we can move over our fears of the world
we can move over our fears of the world
we can move over our fears of the world without advertising and it can get
without advertising and it can get
without advertising and it can get better
better
better same is happening in our digital world
same is happening in our digital world
same is happening in our digital world we lost control on our personal data our
we lost control on our personal data our
we lost control on our personal data our world is filled up with noise we’re not
world is filled up with noise we’re not
world is filled up with noise we’re not against advertising Regan’s annoying ads
against advertising Regan’s annoying ads
against advertising Regan’s annoying ads irrelevant ads following us everywhere
irrelevant ads following us everywhere
irrelevant ads following us everywhere out of context we’re against our data
out of context we’re against our data
out of context we’re against our data become the fuel to advertising industry
become the fuel to advertising industry
become the fuel to advertising industry without us getting paid for it
remember your attention is worth a lot
remember your attention is worth a lot your intention is even worth more your
your intention is even worth more your
your intention is even worth more your data is your currency
data is your currency
data is your currency you should get control back on it thank
you should get control back on it thank
you should get control back on it thank you very much
you very much
you very much [Applause]
”
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