Axonix provides a transparent programmatic marketplace that enables mobile publishers to achieve the highest possible prices for their inventory whilst adhering to any controls and selling rules they define. Axonix operates as an Ad Exchange in several markets where it has access to Mobile Network Operator (MNO) anonymised customer data that they are permitted to use for targeting purposes. Axonix extends this data by modelling to predict likely presence of those data attributes for the rest of the population.
The scope of this project was to develop a large scale distributed artificial intelligence system to predict the likelihood of a device attribute (gender, age group) by looking at device behaviour.
Ciklum Data and Analytics engineers developed a Spark/Scala application to predict attributes (gender, age group) based on the behaviour similarities with anonymised seed data where these attributes were known. The application can be run on an AWS EMR cluster that has access to the RTB data. The predictions, models and evaluation reports are saved to Amazon S3 storage.
Apache Spark framework made preprocessing and modelling stages computationally efficient and fast.