Affectv Partners with Top Universities on Open Graph R&D


LONDON (October 10, 2012) —  Affectv, Europe’s leading social targeting business, is opening up its proprietary aggregated social data for a limited period, in order for others to extract value from it and to further understand human interaction and our digital social experience.

Affectv’s Open Graph Initiative kicks off with King’s College London, and will roll out to Edinburgh University, Indian Institute of Technology and University College London in what promises to spearhead a whole wave of innovation within the social media interaction industry.

The project will uncover insights and trends in human behaviour, and how social interaction across media platforms affects certain outcomes, for example:

  • Can you identify interests based on someone’s social graph?
  • Can you infer brand favourability through analysing a person’s social graph?
  • Can you predict purchase intent from social endorsement?
  • What social signals reveal the strength of a social connection?

By analysing how we interact across a variety of social networks and platforms, the Open Graph Initiative aims to uncover these answers, and more.

Global brands use Affectv’s Persona technology to identify the most influential social groups and individuals, enabling brands to more effectively target their customers.

With Big Data currently at the top of most marketers agendas, aggregating and analysing social data is set to continue to drive increasingly targeted and more responsible advertising. Affectv currently monitors over 3 billion connections per month across over 50 of Europe’s largest social platforms, reaching over 80 percent of the UK online population alone.

Affectv’s new Open Graph Initiative will stimulate further innovation and discussion on more accurately mining cross-platform social data as well as understanding human interaction.

Pravin Paratey, CTO, responsible for innovation at Affectv says: “By making our (anonymous) data available to the next generation of developers, we’re hoping to generate leading-edge innovation as well as stimulate wider debate about how to best analyse this exponentially-growing rich data source.

Dr. Katarzyna Musial-Gabrys, of Kings’ College Computer Science department, and a specialist in Informatics and intelligent systems says of the initiative: “Complex social networks are at the heart of brand marketing however very few companies actually understand this. Availability of Big Data has created a new set of challenges for effective social network analysis and we’re looking forward to some very exciting developments with the Affectv project that enable deeper understanding of how sophisticated data mining can help to find and target influential consumers.”

The Open Graph Initiative will consist of 2 open challenges per quarter. Each quarter, Affectv will release the results on its website. Credit will be cited for the relevant parties that uncover the most interesting insights on human behaviour on the social web and receive press coverage. Affectv will publish a series of white papers around the initiative throughout 2012 and 2013.

Winning quarterly responses will win an iPad. Affectv will also be part-sponsoring a PhD for the winning university or individual at the end of the first year.

About Affectv

Affectv is Europe’s leading Social Targeting business. Headquartered in London, Affectv has been recognised by awards that include the Red Herring Top 100 Global Technology Companies and Smarta’s Top 100 Disruptive Start Ups.

Affectv’s proprietary Persona technology platform maps over 3 billion social connections a month, across over 50 of Europe’s largest social platforms. Persona enables Fortune 500 brands to market to consumers more efficiently by understanding real-time social signals, and our unique individual social graphs from the open social web.



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