At TapSense, we use a long-running memcached cluster(s) to cache the data contained in ad requests. This data is populated at the time we fill an ad request and later retrieved during impressions and clicks. One of our clusters had grown over time to 7 nodes. We observed that when compared to the 3 new nodes (we brought up only a month ago), the 4 old nodes saw 10x more GET misses (about 20-30x more during peak hours), even though (i) each node was similar, (ii) each node was being used similarly, (iii) each entry is set to expire after 2 days.
Coffee Offer Mockup, Updated Jan 5th, 17:22 PST
The platform leverages Innovative Ad Formats, hyper-local targeting and Apple Pay to deliver great brand experiences to consumers.
San Francisco, Jan 4th, 2015 - Continuing its lead in wearables, TapSense, a leading mobile ad exchange, today announced the industry’s first programmatic ad platform for Apple Watch. The platform provides full suite of solutions for developers and brands to get started on the new Apple Watch platform including SDK for app developers and programmatic APIs for brands, agencies, and marketers.
“Wearables and Internet of Things (IoT) are the next frontiers in the mobile revolution. We are excited to announce industry’s first programmatic ad platform for Apple Watch developers and brands. ” said Ash Kumar, Co-Founder and CEO of TapSense. “While most of our competitors are focused on banner ads and legacy platforms, we are focused on innovation and next generation platforms. Apple Watch has the potential to be a category disruptor similar to iPod or iPhone and we believe that it provides great opportunities for brands and developers to deliver engaging experiences to consumers.”
As per Apple, the Apple Watch represents a new chapter in the relationship people have with technology. We believe that it also provides an opportunity for brands and industry at large to get rid of banner ads and innovate around user experiences for increasingly intimate and miniature devices. The TapSense platform for Apple Watch delivers such experiences through convergence of Apple WatchKit and other mobile technologies:
Interactive Formats that go beyond banner ads - Banner ads have been around for over 20 years. However, as the screen sizes have become smaller with smartphones and now with smartwatches, cramming a banner ad in a small screen interface leads to a poor user experience. The TapSense SDK leverages new interactive interfaces supported by Apple WatchKit such as watch faces, glances & full-screen experiences while getting rid of banner ads.
Hyper-local targeting – Even though hyper-local targeting has been the holy grail of mobile advertising, it has yet to catch consumer’s attention. We think it’s primarily due to the fact that users have to take their phones out of their pocket and unlock it before interacting with a local notification. Being worn on the wrist, an Apple Watch is more accessible and can leverage the GPS on an iPhone. This makes it an ideal device to deliver contextual and hyper-local offers such as a retail store coupon.
Apple Pay Integration – As Apple Watch has full integration with Apple Pay, the hyper-local coupons delivered through the TapSense platform can be redeemed by the consumer right from the convenience of their wrist. As this reduces friction for the consumer, we believe this will have huge impact on brand lift and engagement. Also, marketers would be able to link their marketing spend accurately with offline purchases, which has been a difficult problem to solve until now.
“For an iOS developer, Apple WatchKit provides familiar tools and APIs as well as exciting new user interactions such as Glances and Force Push. Developing an app for the watch is the same as writing any iOS extension,” said Amit Manjhi, Co-Founder & CTO of TapSense. Bookkeeping “We can’t wait to see all the cool apps that developers build and how they leverage the TapSense platform for Apple Watch. ”
By combining innovative formats that go beyond banner ads, hyper-local targeting capabilities and Apple Pay with its existing mobile programmatic platform, TapSense is providing a complete stack of programmatic solutions for brands to reach a mobile consumer, whether they are on their smartphones, tablets or smartwatches.
Update, Jan 5th, 2015 22:03 PST - Both Apple’s WatchKit SDK and the TapSense SDK are in Beta and APIs are subject to change. As and when Apple makes the WatchKit guidelines available, we will review it carefully to ensure our SDK is both in compliance and approved by Apple. Couple clarifications and corrections:
- We’re announcing a programmatic platform which will allow you to have your ads displayed on Apple Watch
- The post inaccurately mentions support for watch faces. Currently, the WatchKit SDK doesn’t provide developer access to watch faces.
- Although Apple Pay integration with Apple Watch is a great convenience for the consumer, the TapSense SDK will not integrate directly with Apple Pay. To redeem a coupon from an ad, it would need to have a readable barcode that can be scanned at the point of sale, or the ad could be added to Passbook and then delivered to Apple Watch to be redeemed.
TapSense is a leading independent mobile advertising exchange, and has been featured in publications including Forbes, Bloomberg, TechCrunch, VentureBeat, GigaOM, CMO.com, MediaPost, Entrepreneur, and AdExchanger. Founded in 2011 and based in San Francisco, California, TapSense investors include top Silicon Valley venture firms, Ron Conway’s SV Angel and Webb Investment Network by Maynard Webb, a board member of Salesforce and Yahoo. TapSense was named one of the 2014 AlwaysOn Global 100 Companies to Watch.
- Most effective digital marketing activities for lead generation.
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- Marketing automation and inbound marketing.
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- Alex Donn, Developer Evangelist, AT&T Mobility
- David Coombes, Developer Program Manager, Nvidia
- Alaina Percival, CEO, Women Who Code
- Chloi Rad, US News Correspondent, Pocket Gamer
- Tobiah Marks, Game Evangelist, Microsoft and more
- 1st place: Game of Suits (created by Amar Chitimalli) Unique game play that is fun and addicting, Game of Suits offers an immersive turn-by-turn “Match 3” experience with elements from poker.
- 2nd place: #Selfie #Snap #Adventure!!! (created by Angelo Hizon, Yuping Zhang, and George Katsaros) A fast-paced Google Cardboard, iOS, and Android adventure photography game where it’s always time for selfie.
- 3rd place: Platonic Solids Experience (created by @Yosun) Discover the properties of platonic solids in a magical and intuitive way using augmented reality. Learn by playing geometric counting games on vertices, faces, and edges.
Update 10: 15 AM 11/2/2014 - Loading up the Bus!
Update 11:00 AM 11/2/2014 - Bye San Francisco, see you Wednesday!
Update 12:30 PM 11/2/2014 - Lunch is Served Update 1:45 PM 11/2/2014 - Thank You Microsoft for the sweet Hoodie Pillows! Update 6:15 PM 11/2/2014 - We have arrived in LA! Update 10:17 AM 11/3/2014 - Some of our Hackers getting a early start! Update 10:50 AM 11/3/2014 - The booth is all set! Come by and say hi! Update 11:55 AM 11/3/2014 - The Expo floor is rocking! Update 2:05 PM 11/3/2014 - It is a blast from the mobile past! We have our winner of the Pebble Smart Watch give away! Congrats to Joseph Brazell!
Update 11:25 AM 11/4/2014 - We have some serious hacking going on in our conference room!
Update 1:15 PM 11/4/2014 - Expo Floor Still Going Strong!
Update 2:33 PM 11/4/2014 - Our Hackers Working on Some Cool Games!Update 3:06 11/4/2014 - We are half way done with the Hackathon!
Update 3:45 11/4/2014 - Congrats to Zafeer Dossa for winning the Pebble Smart Watch!Update 9:15 AM 11/5/2014 - Time to head back to SF!
Update 2:13 PM 11/5/2014 - We are down the home stretch, 88 miles to go!
Update 3:30 11/5/2014 - We are back in San Francsico!
Update 3:55 11/5/2014 - We are back at TapSense HQ!The Bus Arriving at TapSense HQ! view history
1. Use PR to drive your business, not the other way around.First and foremost, you must focus on growing your business. PR will help raise awareness and drive qualified leads, but don't pursue PR for its own sake. As exciting as press coverage is, resist the temptation to prioritize press over what is best for your business. For example, you might have a great content idea that you know will be of interest to clients, but isn’t of great interest to top-tier journalists. If you think it will move the needle with clients, publicize it. Generating qualified leads for sales is the highest priority in marketing. General awareness is second. Case studies can be a great tool for raising awareness, but they are not a “one-size-fits-all” solution for every startup. Case studies can tell a story about the value of your product through a recognizable brand. They can be problematic, however, if the purpose of your business is to secure your client’s sensitive data. Your client might not want to publicize the use of your service for a number of reasons. If your client is open to a case study, you will likely need to incentivize them with free or discounted product. Most good case studies will take a tremendous amount of effort for your B2B tech startup. You cannot fully control the outcome, either, as you will ultimately be dependent on your client for approval. In short, you can’t rely on case studies to drive your PR program or your business forward.
2. Company spokespeople must have a unique point of view.Once you have committed to prioritizing your business, you are ready to build a successful PR program. Now you need to have something newsworthy to say to the media. The success of your PR program hinges on your executives’ clarity about company strategy and industry direction, and of course, their unique point of view. It will certainly help if your company has an interesting product and your spokespeople have the experience and credentials to validate their role as thought leaders. How do you establish your spokespeople as thought leaders with a newsworthy point of view? Start with rapid content creation. Come up with 50 interesting topics and hire freelance writers to help your team produce blogs on all of them. Incorporate the blogs into ebooks. Pull data from your platform for research whitepapers. Show, don’t tell, the media how fascinating you are, and your PR program will take off.
3. Quality over quantity.Work on getting coverage in high-value publications, both top-tier and mid-tier, rather than getting coverage in the highest number of publications with no regard for quality. Both top-tier publications and mid-tier trade publications can be of great value to your business. An exclusive in The Wall Street Journal may be worth more than coverage in dozens of smaller publications. You will have to work your way up to coverage in top-tier publications, so don’t turn down smaller ones as you grow. Publication quality, however, isn’t only defined by reaching the biggest number of readers. Publications specific to your industry will likely drive more downloads of your content and more qualified leads.
4. A balanced approach to measurement.Strike a balance between these two philosophies:
- “If you’re not measuring, you’re not marketing.”
- “What’s measurable isn’t always meaningful, and what’s meaningful isn’t always measurable.”
5. PR freelancers are perfect for startups.Now that you have your strategic priorities in place, newsworthy content to share, and a plan for how to effectively measure your PR, you’re ready to find a great PR partner to help you get coverage. PR freelancers allow startups to focus on the business, not meeting a retainer. The most important criteria in selecting a PR partner is their fit with your leadership and alignment with your business objectives. If you have a marketing team that has a good understanding of PR and creates interesting content, a great freelancer can be the perfect resource to help you place articles, land media briefings and grow your media presence along with your business.
- Scale: Large media buyers - the ones with the tens/hundreds of million dollars ad buys have specific campaign mandates (spend, reach, metrics). The revenue model of these intermediaries, more often than not, is directly linked to the total campaign spend wherein they receive a certain % of the total ad spend. Since their revenue is linked to spending the campaign budget within certain pre-defined performance metrics, these buyers want sellers that have the scale and quality inventory to absorb their spend. Currently, buying mobile in-app inventory at scale is challenging because a) it is sold across a fragmented and incestuous cluster of exchanges, supply side platforms, ad-networks, and direct publishers, and b) there is no consistency in working with a set of app to gain a set audience, because of rapidly changing usage popularity of most apps on App Store and Google Play rankings. Apart from Facebook, Twitter and a few other large publishers, no single ad tech company has the scale of quality mobile in-app inventory to absorb large budgets. And scale means massive user reach, across various of ad formats, across devices, and across geographies. Buyers have to cobble together inventory from several small to mid-size sellers to be able to spend a sizeable budget on in-app media buys, which, seems to be an inherently inefficient process. Any ad tech player that is able to consolidate direct inventory of premium app publishers at scale will undoubtedly attract big brand dollars.
- Audience Segments: One of the first steps in the media buying process is to define the target audience i.e. the most relevant end-users for the ad campaign. Agencies will typically have mandates to reach a certain audience segment, say for example,car enthusiasts, parents or teens, when they make their briefs. Mobile in-app inventory filtered to relevant demographic and interest attributes, packaged and sold in audience segments, is likely to attract large budgets. Additionally, some mobile app publishers sit on a treasure trove of first party user data such as age, gender, interests, app engagement and so on. Selling platforms that help publishers organize and share this data with buyers in a privacy-safe manner could complement the complex targeting algorithms implemented by Demand side platforms (DSPs), thereby channelizing more spend. In short, any selling platform that enhances targeting and builds segments by aggregating anonymized user data can prove to be valuable for large media buyers who want to reach audiences.
- Connecting Web and App users: One of the major limitations of advertising on mobile apps is the cookie. All the targeting and browsing information advertisers painstakingly collect on desktop users is completely useless in the in-app world. Anyone that is able to target users across desktops, mobile web and mobile apps will most definitely unlock spending on mobile apps. One of the reasons why Facebook has been successful at attracting large advertising budgets is because it can target users across devices using account login information. The folks at Google still haven’t solved the problem, but are working on bridging the gap. A Google spokesman confirmed the effort, "As an alternative to less transparent methods, we're doing some tests to help businesses run consistent ad campaigns across a device's mobile browser and mobile apps, using existing anonymous identifiers, while enabling people to use the established privacy controls on Android and iOS."