Martha G Russell Senior Research Scholar, HSTAR
Execu8ve Director, mediaX at Stanford University
November 2015
Global Sensors Summit
Personaliza8on in Sensor-‐Rich Environments
In a period of Exponen8al Change, Empowerment will accelerate Abundance
• Exponen8al Growth means our EARTH will have over 9 Billion inhabitants by 2050
• New algorithms driving value exchanges • I will describe
– Considera8ons for personaliza8on in sensor-‐rich environments
– Request and invita8on • The algorithm for abundance is empowerment
Personal wireless data systems
Compu8ng Infrastructure hTp://www.vaqueronet.com/coloca8ng.php
hTp://www.alpheuscommunica8ons.com
Service Operations
hTp://mashable.com/2009/04/30/facebook-‐friends-‐page/
USERS & Social Networks
Technology Infrastructure and Support
Sensors, data, algorithms, compu8ng pla[orm, content, human behavior, value
prac8ces ♦ engagements
value exchange
consent
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
prac8ces ♦ engagements
value exchange
consent
TECHNOLOGY MEDIATED
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
Prac8ce: Coupons
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
The Coupon Ecosystem
CONSUMER
MANUFACTURER’S CLEARINGHOUSE
RETAIL CLEARINGHOUSE
RETAILER MANUFACTURER
COUPON DATA PAYMENT
Source: CoupnInfoNow.com .
The Coupon Ecosystem
CONSUMER
MANUFACTURER’S CLEARINGHOUSE
RETAIL CLEARINGHOUSE
RETAILER MANUFACTURER
COUPON DATA PAYMENT
CMS: hTp://www.cms.inmar.com/processinginfo.html; Pro Logic have process descrip8on: hTp://www.prologicredemp8on.com/process.html
Over 2000 manufacturers issue 300 B coupons annually (e.g., P&G, Hormel, Miller)
3B coupons redeemed at 250,000 retail outlets annually (e.g., Safeway, CVS)
3B coupons processed at dozens of clearinghouses
2008 Coupon Revenue Es8mates
CMS: hTp://www.cms.inmar.com/processinginfo.html; Pro Logic have process descrip8on: hTp://www.prologicredemp8on.com/process.html
317 B coupons issued at $1.44 avg. $456 B in coupon value
2.6 B coupons redeemed at $1.09 $2.8B coupon value
$.08/coupon handling = $208M
manufacturer
retailer
Clearinghouse revenue (manufacturer and retailer)
Revenue es8mates: $135M*
media (crea8ve, prin8ng and distribu8on)
$1-‐$2B (es8mate) FSI spending (90% of coupon dist.) = $1B
Online adver8sing prac8ces
Online adver8sing
Sponsored search (text, cost-‐per-‐click)
Display ads (desktop, mobile, social, etc.)
Contextual ads (focus on relevance matching)
Guaranteed delivery (offline contracts)
Real-‐>me bidding
Technology enablement: computa8onal adver8sing
how does this happen? via technology
network provider, tool provider, service provider,
services’ service provider, … , client apps
[ long value chain ]
Green–web sites visi8ng by a user Red–tracking companies and ad servers Purple–site monitoring and analy8cs
Visualiza8on of the tracking network
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
Green–web sites visi8ng by a user Red–tracking companies and ad servers Purple–site monitoring and analy8cs
www.forbes.com
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
Green–web sites visi8ng by a user Red–tracking companies and ad servers Purple–site monitoring and analy8cs
www.doubleclick.com
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
Ecosystem
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
Business Ecosystem
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
Business Ecosystem WEB SITE
THIRD PARTY ONLY
TRACKER/AD EXCHANGE
DUAL ROLE
Natasa Milic-‐Frayling, “Real-‐Time Ad-‐bidding,” Workshop on Meaningful Consent in the Digital Economy 2015, Southampton.
CSLI
Eng
EE Psy
Ed
SSP
SCIL
SCAnS
PBLL
GSB
Ling CHIMe
Art
Discovery Collaborations Span Stanford Labs
School of Education; Education and Learning Sciences
Digital Art Center
Graduate School Of Business
Communication Between Humans and Interactive Media
Stanford Center for Innovations in Learning
Project Based Learning Laboratory
Symbolic Systems Program
Engineering & Product
Design
Center for the Study Of Language & Information
Stanford Center for Anatomical Imaging
Computer Science
Psychology
Linguistics
Phil
Philosophy
Law Center for Legal Informatics
LIFE Learning in Informal and Formal Environments
CS
Electrical Engineering
SHL Stanford Humanities Lab
VHIL Virtual Human Interaction Lab
PBLL Work Technology & Organization
CIBR Interdiscipinary Brain Research Center
Des Stanford Joint Program in Design d.school
at S T A N F O R D U N I V E R S I T Y
Smart Spaces Connected Productivity Platforms Interpersonal Presence Environments Augmented Personal Intelligence and Wellness
Smart Spaces
Health Care
Image Recognition
Elder Care
Software
Quantified Self
Internet
Apps
Venture Capital
Biometrics
Ticketing
NFC
Governments
Homeland Security
Public Safety
Mobile
SaaS
Clean Technology
Digital MediaVideo
CRM
Big Data
Pets
Technology
Social Media
Crowdfunding
Consumer Electronics
Wearables
Bluetooth Smart
TelecommunicationsInternet Infrastructure
Small and Medium Businesses Retail
Health Care Information Technology
Enterprise SoftwareHardware
SensorsInternet of Things
Environmental Innovation
Sports
Fitness
Personal Health
Social Media Marketing
Music
Mobile Payments
ICT
Energy Efficiency
Analytics
Retail Technology
Mobile Commerce
Cloud Data Services
Bitcoin
Industrial Automation
Automotive
New Product Development
Food and Beverages
RFID
Vending and Concessions
Mobile Advertising
Location Based Services
Internet TV
Aerospace
Smart Building
Motors
Construction
Agriculture
Indoor Positioning
OutdoorsEntertainment Industry
Gamification
Serious GamesTracking
Defense
Mobile Health
Brand Marketing
QR Codes
Kids
Social Media Platforms
PaaS
Sales and Marketing
Development Platforms
Social Games
Families
Predictive Analytics
Navigation
Sporting Goods
Tennis
Ibeacon
Mobile Security
Internet Service Providers
Adventure Travel
Smart Grid
Communications Hardware
Energy Management
Health and Wellness
mHealth
Electronics
Digital Entertainment
Semiconductors
Manufacturing
Restaurants
Consulting
E-Commerce
Android
Robotics
Cloud Computing
Tablets
Hardware + Software Social Commerce
Content
3D
Parenting
Network Security
B2B
Music Services
Artificial Intelligence
Pervasive Computing
Diagnostics
Industrial
Data Center Infrastructure
Content Delivery
Medical Devices
Mobile Emergency&Health
Hospitality
Advertising Platforms
Public Transportation
Supply Chain Management
Embedded Hardware and Software
Home Automation
Infrastructure
Transportation
Spain
Finance Technology
Advertising
Mobile Enterprise
Mobility
Musical Instruments
Pharmaceuticals
Logistics
Shipping
SMS
Veterinary
Developer APIs
Clean Energy
Messaging
Application Platforms
Gift Card
Browser Extensions
Audio
New Technologies
CollectiblesSecurity
Storage
Information Technology
Web Development
Web Hosting
Productivity Software
Ambient
Wind
Unifed Communications
Enterprise Security
iPad
iOS
Customer Service
Cable
Public Relations
iPhone
Maps
Real Time
Hospitals
Networking
Cloud Management
Social Network Media
Services
Service Providers
Synchronization
Mobile Infrastructure
Television
Mobile Devices
Crowdsourcing
App Marketing
File Sharing
Gps
App Stores
Education
Business Services
GadgetEnergy
Mobile Games
Mobile Video
DIY
Big Data Analytics
VoIP
Wine And Spirits
Nightclubs
Human Computer Interaction
Chat
Augmented Reality
Video Streaming
Mobile Shopping
High Tech
Bridging Online and Offline
Entertainment
Oil and Gas
Events
Deals
Platforms
Deep Information Technology
Marketplaces
Proximity Internet
Identity Management
Recycling
Computer Networks
Nonprofits
Wireless Sensor Networks
Bluetooth
Digital Health
Connected Devices
Smart Home
Computer VisionSemiconductor Manufacturing Equipment
Mobile Application
Sports Equipment
Enterprise Resource Planning
Finance
Banking
P2P Money Transfer
Financial Technology
Innovation Engineering
UHB LEDs Procurement
Intelligent Systems
Baby Safety
Streetwear
Action Sports
Physical Therapists
Ad Targeting
Travel
Business Travelers
Water
IT Management
3D Printing
Virtualization
TourismArt
Financial Services
Cloud Infrastructure
Display Advertising
Proximity Services
Drones
Gis
Parking
Mining Technologies
Health And Safety
Communications Infrastructure
Smart City
Operating Systems
Connectivity
Social Enterprise
Smart Cities
Artificial Neural Networks
Peer-to-Peer
Local Advertising
Power SportsMotorsport
Data Mining
Payment Systems
Global
Windows 8
Social Network
Cars
Curated Web
None
Connected Gadgets
Humanitarian
Cell Phones
Luxury
Billing
Data
Biotechnology
Nanotechnology
Emerging Markets
Consumer
Biotechnology and Semiconductor
Marine EquipmentOcean Economy
Online Marketplaces
Consumer Electronic Accessories
Algorithms
Signal Processing
Digital Communications
Law Enforcement
Travel & Tourism
Impact Investing
Home & Garden
Air Pollution Control
Design
Publishing
Racing
Bicycles
Consumer Goods
Gift Registries
Wearable Technologies
Private Social Networking
Lead Management
Collaboration
Mobile Software Tools
Databases
Payments
Investment Management
Mobile Technology
Video Games
Toys
Online Auctions
Creative
M2M
Consumer Engagement
Advertising Networks
Interface Design
Loyalty Programs
Fashion
Lighting
Optical Communications
Movement Capture
Gas
Computers
Real Estate
Solar
Discounts
Aging in Place
Wholesale
Business Analytics
Business Intelligence
Content Discovery
Diabetes
Insurance
Connected Cars
Mechanical Solutions
Health and Insurance
Batteries
Communities
Senior Citizens
Senior Health
Comparison Shopping
Reviews and Recommendations
GamesData Centers
Web Design
Online Rental
Point of Sale
Data Center Automation
Online Travel
Hotels
Specialty Retail
WIRELESS STARTUPS
Innova8on Ecosystems Network, Market Focus of Startups, March 2015 Data
Big DataInternet of ThingsBitcoin
Health Care Information Technology
Nonprofits
Wireless Sensor Networks
Mobile
Health CareDigital Health
Environmental Innovation
Connected Devices
Electronics
Shipping
Security
Consumer ElectronicsComputer Vision
Semiconductor Manufacturing Equipment
Big Data Analytics
Medical Devices
Energy Management
Enterprise SoftwareEducation
Intelligent Systems
Home Automation
Baby Safety
Mobile HealthPredictive AnalyticsSporting Goods
Streetwear
Action Sports
Health and Wellness
Wearables
Industrial AutomationAgriculture
GamificationPhysical Therapists
Ad Targeting
Artificial Intelligence
Smart Home
Water
SaaS
Retail Technology
Smart Building
Drones
Gis
Analytics
Parking
Mining Technologies
Health And Safety
Robotics
Smart City
Smart Cities
Wine And Spirits
Artificial Neural Networks
Automotive
Power Sports
Motorsport
Data Mining
Global
Quantified Self
Gadget
Hardware + Software
Ibeacon
Productivity Software
Technology
Luxury
Embedded Hardware and Software
Hardware
Location Based Services
Proximity Services
BiotechnologyNanotechnology
Diagnostics
Biotechnology and Semiconductor
Clean TechnologyMarine Equipment
Ocean Economy
Travel
Algorithms
Signal Processing
Impact Investing
Cloud Infrastructure
Home & Garden
Air Pollution Control
Wireless
Tracking
SportsFitness
Motors
Racing
Bicycles
Industrial
Energy Efficiency
Software
Energy
Online Auctions
Interface Design
Social Media
Fashion
Movement Capture
Communications Infrastructure
Gas
Solar
Elder Care
Aging in Place
Governments
Maps
Business Intelligence
Digital Media
Diabetes
Image Recognition
Defense
Oil and Gas
InsuranceConnected Cars
Mechanical Solutions
Senior Citizens
Senior Health
Data Center Automation
Finance TechnologyIT Management
Personal Health
Social Media Marketing
Aerospace
Homeland Security
Food and Beverages
Outdoors
Entertainment Industry
Kids
Social GamesFamilies
Navigation
Tennis
Indoor Positioning
mHealth
Semiconductors
Content
3D
Mobile Advertising
Pervasive Computing
Pharmaceuticals
Logistics
Developer APIs
Ambient
Wind
Enterprise Security
Real Time
Hospitals
Television
Tablets
DIY
Transportation
Networking
Human Computer Interaction
Mobile Games
Augmented Reality
Video Streaming
Smart Grid
iPhone
Bridging Online and Offline
Entertainment
Music
Telecommunications
SENSORS STARTUPS
Innova8on Ecosystems Network, Market Focus of Startups, March 2015 Data
Private Social Networking
E-Commerce
Digital Media
Quantified Self
SaaS
Marketplaces
Health Care
Health Care Information Technology
Mobile Health
Payments
Bitcoin
Content
Social Games
Mobile Games
Social Media
Analytics
Games
Big Data
Consumer Electronics
MobileSearch
Enterprise SoftwareWeb Development
Hardware + Software
Hardware
Art
Mobile Advertising
Location Based Services
Social Media Platforms
iPhone
Content Discovery
Cloud Data Services
Messaging
Medical Devices
B2B
Corporate Training
Sales and Marketing
Bridging Online and Offline
Contact Management
Consumer
StartupsAdvertising
Cloud Computing
Mobile Application
Software
KidsParenting
Technology
TelecommunicationsFinance Technology
Professional Networking
Mom
Information Security
Outdoors
Travel
Photo Sharing
PaaS
Crowdfunding
Security
Android
Apps
Computer Vision
Communities
Productivity Software
Navigation
Tracking
iOS
Reviews and Recommendations
Crowdsourcing
NightclubsAlgorithms
CRM
Social Network Media
Business Services
Peer-to-Peer
Virtual Worlds
Online Auctions
Luxury
Connected Devices
Storage
Open SourcePhoto Editing
Classifieds
Data Security
Personal Data
Identity Management
Cryptocurrency
Group SMS
Lead Generation
Legal
Lifestyle
Reputation
Software Compliance
Fraud Detection
Internet Infrastructure
Cell Phones
Personalization
Families
Chat
Hosting
Mobile Security
Batteries
Internet
Data Privacy
Networking
Cloud Management
Enterprise Security
Content Sharing
Curated Web
Shopping
File Sharing
Web Hosting
Social Media Monitoring
Consumer Electronic Accessories
Cyber Security
VoIP
Browser Extensions
Deep Information Technology
Internet Service Providers
Consumer Internet
Elderly
Facebook Applications
iPad
Cloud Security
Synchronization
Consumers
Identity
Online Identity
Flash Sales
PRIVACY STARTUPS
Innova8on Ecosystems Network, Market Focus of Startups, March 2015 Data
People organize by
Ideas Inspira8on Opportunity Meaning Velocity Trust
Technology Access
Dawn of New User Ecosystems
Empower = Embed Digital Rights
Consumer Bill of Digital Rights
Information Disclosure Confidentiality of Information Security of Information Participation in Advertising Decisions Respect and Nondiscrimination Complaints and Appeals
Relevant for Sensors Global Summit?
• Wireless sensor technologies are part of complex ecosystems of products & services
• Their use and meaning is influenced by culture, by emotion, and by business models
• Many rights and permissions are “baked in” – During the design processes – During the integration processes – During the pricing processes – During the distribution processes
Design and develop with human rights and empowerment as guiding principles.
Enable stories about the future we want to create.
• November 16 – The Experience of Immersion
• November 19 – Pla[orms for Collabora8on and Produc8vity
Upcoming
Thank you Discovery Collabora8ons What can we do together that neither of us could do alone? [email protected] 650-‐646-‐1331