Everything is Personal: Targeted Advertising

Reach the audience that matters the most with the power of AI and Big Data.

One of the advantages of working at a tech company is exposure to cutting-edge technologies. In the context of Advertising, in particular, I am referring to AI and Big Data. How are they related to each other? Let me share the basic.

The Problem with Traditional Advertising

Let’s say we sell sandwich and spend hundreds of thousands of dollars to put our message on Billboard that is located at a premium location. At the end of the day, it’s our educated guesswork that the audience gets our message.

In other words, we pay advertising dollars on all prospects, including those who have no interest in our sandwich at all.

Enter Personalised Advertising

What if we can specifically place our “billboard” on the audience that matters to our business? Just for examples:

  • People age 17-50 y.o. who are hungry and actively searching for a sandwich.
  • Currently nearby our Sandwich shop

We can, then, minimise wasting our advertising dollars on those who have no interest in our products. This is possible because of the amount of data that’s being collected every minute, every second. Modern Advertising, undoubtedly, heavily relied on data and algorithms. The opportunity to create highly customised and personalised Ads is limitless.

Lazada Advertising

In Lazada, the advertising business unit is also known as “Lazada Sponsored Solutions”. I had the opportunity to lead the product design and helped the team to get the advertising business unit off the ground in the mid-2020. The advertising business encompasses 4 Ads solutions: Search, Recommendation, Display, and Affiliates Ads, and across 5 platforms. The entire ecosystem involves 4 main players:

  1. Advertiser/Seller/Merchant
  2. Audience/Buyer/Shopper
  3. Affiliate
  4. Operator

The Focus of Case Study

The focus of this case study is my approach in tackling ambiguous and seemingly contradictory design problems for a large and complex system. 

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