Archive for September, 2007

Discovering What We Dont Know

I stared at the sheaf of photocopied reading material that the instructor had distributed to our class anger welling up inside me.

“Many years had passed during which nothing of Combray.had any existence for me.”, said the opening line of the reading. What possible relevance could this reading in old fashioned, stilted English have to what I had joined this class to learn.

I glanced around at the rest of the class of two dozen or so New Yorkers who had committed to the grueling schedule of two hours of evening class after work every week to polish our creative non-fiction writing skills at the New School, New York. It was shortly after the dramatic events of 9/11 and everyone in New York was trying to find meaning to things through writing and reading and things like that. The Whoopi Goldberg look-alike African American woman who usually sat next to me seemed unperturbed. Was I the only one who found this old fashioned reading material irrelevant?

I took another shot at the reading: “.one day, in winter, as I came home, my mother, seeing that I was cold, offered me some tea, something that I did not ordinarily take.” My sense of frustration only increased. Why didn’t the instructor just give us a list of five things to do to improve our writing styles instead of making us wade through this kind of stuff?

I could barely wait for the class to end that day. As I stepped out into the cold, New York night on my trudge back home, I did not even stop to drop a coin , as I usually do, into the bowl of the man and his mangy dog huddled in one of the doorways on 10th Street.

Later that night, with no deadlines to chase I decided to take another shot at the reading, picking up at the point where I had left off, the part where the narrator is in the French town of Combray and has just been offered tea by his mother.

“.I declined at first, and then for particular reason, changed my mind. She sent out for those short, plump little cakes called ‘petite madeleines’.”I found myself getting drawn into the reading now. When I looked up an hour had passed and I had unwittingly read several thousand words of the reading.

As many a reader may have guessed by now, the reading which I had found ‘irrelevant’ and caused me so much irritation but which I was now deeply engrossed in was the opening passage of Marcel Proust’s “In Search of Lost Time.” Published in 1913, many consider it the first novel of the 20th century setting the stage for the ‘modern’ novel. Graham Greene called Proust the “greatest novelist of the 20th century”, and W. Somerset Maugham called the novel the “greatest fiction to date.”

What had caused this intense sense of frustration and irritation in me when the young instructor at the New School in Manhattan first gave me this reading? Was it that I did not ‘know’ that Proust was such a great author or that “In Search of Lost Time” was such an epochal novel? If he had told me this, would I have then got to know something that I did not know- that Proust was such a great author?

Recognizing solutions to problems, both in science and management, often can be traced to a similar phenomenon- not knowing that we don’t know something.

One of the instances of this proved to be a turning point for Ayurveda. Immunizing people against small-pox through ‘variolation’, a process where dried smallpox scabs were blown into the nose of an individual was known and practiced in parts of India as early as the 17th century. But for this to be part of public health policy in India, it had to find its way first to the Ottoman Court in Istanbul, where a British diplomat’s wife, Lady Montagu encountered it in 1717 and took the practice to England. There, it was realized that since variolation could lead to the small pox disease in a high proportion of cases, a safer version was needed. With this knowledge, the solution to small pox entered the zone where many knew that a solution was possible and all that was not known was how to make it safer. Edward Jenner, an English physician, saw that dairymaids infected with cowpox were immune to small-pox and hit on the safe solution in 1798. Vaccination as a public health measure that saved millions of lives in India had to wait for British public health policy to bring it back. And Ayurveda, missed a crucial breakthrough by not knowing that a nascent solution to small pox epidemics existed right here in India.

“And once I had recognized the taste of the crumb of Madeleine”, recounts Proust’s narrator at the end of the famous passage, ” . immediately the old grey house upon the street.rose up like the scenery of a theatre to attach itself to the little pavilion, opening on to the garden . and with the house the town. the square . the country roads . all the flowers in our garden.the good folk of the village and their little dwellings and the parish church and the whole of Combray and of its surroundings, taking their proper shapes and growing solid, sprang into being, town and gardens alike, from my cup of tea.”

END

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Mind-STORM! :D

Back in 2006 i wrote about the evolution of toys in my life and just how badly i wanted Mindstorms. Though my experiment with micropayment donations didn’t exactly work as per plan…things have progressed a little. )

No prizes for guessing what i’ll be doing with the spare time i get this weekend. )

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Yahoo moved the Coin Again !

I came across an article in MarketingVox, which read

Yahoo has acquired ad targeting and delivery firm Blue Lithium for US$ 300 million, reports Advertising Age.The purchase is the latest in moves by major players to coin the behavioral advertising market.Blue Lithium adds a significant number of capabilities and inventory to Yahoo’s existing ad offering.

The newly-acquired company boasts relationships with major publishers, which will continue after the purchase. Its inventory will be incorporated into Right Media Exchange, which Yahoo just acquired in full a few months ago.

Blue Lithium will run ads on Yahoo’s network of fully-owned sites and services, bringing significant targeting power to ad delivery, something Yahoo aggressively began to target with the introduction of its SmartAds(Read my earlier post on smart ads) offering to the market.

Yahoo hopes adding a performance-based system will bolster the income from marketers looking for more than just brand impressions, characterized as a strength for the company.

Source MarketingVox

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Trafficking Text Ads containing Special Characters

Trafficking Text ads, ain’t simple as they appear.One have to be utmost cautious while dealing with such ads.Important point is, when you Traffick a Text ad, which contains special characters or any Double byte characters such as “$,#,..” would be truncated on the web site.Because web browser might not properly interpret the special characters pushed through an ad server, so the aftermath would result in either Special characters not thrown up on the web site or the character would gets altered.
Example:

Actual Text creative: Buy TV for 430£ HURRY NOW !

Displayed Text Ad: Buy TV for 430 HURRY NOW !

Observation:The “£” is missed in the Displayed Text ad.

There’s a work around for this.All you got to do is, replace the special characters with its HTML equivalent while setting up on your Ad server.Download document which contains Special characters and their HTML Equivalents ” Click Here to download

Note:

  • Once you replace the special characters with its HTML equivalent, Please preview the ad and ensure it displays properly.Also run a Test campaign on a Test page before you Turn the actual ad live
  • I would highly recommend that you check with your ad server vendor or refer to Ad server manual to know whether you need to replace with HTML Equivalents.

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A Long Pending Post

The last couple of weeks have been exceptionally hectic…

To start with, i moved jobs…to a really interesting role at Microsoft which i won’t talk about just now…all i will say is I’m very excited to continue working with some of the sharpest minds in the business…also, my new role is based out of Bangalore (though i write this post from Bellevue…my base for the next couple of weeks) …

I don’t see myself blogging too much in the coming month or so….as i immerse myself into work and read about a gazillion documents to understand alot of what i need to. However, i just went out and bought myself a new camera which should ensure that i have content of some form or the other up from time to time…

Rock on… )

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Fifth Network’s Innovative Targeting

Quite a lot of innovations happening in our industry.Much recently an ad network, called Fifth Network has introduced a new baby to the existing family of Targeting.Fifth Network calls this as, an “Attention Targeting”.

The idea of this targeting is, nothing but to target ads on pages, where users stays for a longer time.Bill casper, president and CEO, said that, this method has enabled them to offer an e-CPM whose rate is much lower than that of a Premium inventory. Adding to this Mr.casper has told that, this Targeting method is purely a branding product.Usually Multimedia and News related websites are the ones, where users tends to spend more time.So the company, would identify such websites in their network and further filter down to the Page/Zone level to target.

To address few concerns like,
what if an user opens up a website and goes away?
I firmly believe that, not everyone would open a website and goes away.However, the Fifth network has addressed this Q as well.Say, If a particular ad’s impressions goes more than 2 and a half minute, it would not be considered.

Also, the Fifth network has planned to associate with Dynamic Logic (Industry leader in online surveys) and InsightExpress to measure the effectiveness of this targeting once the campaign is live.

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