![]() I applied this processing to each email, grouped all the text into month and year and analyzed word usage through time. Stem the words, so the words “advertisers” and “advertising” get reduced to “advertis”Īll of this processing would convert our sentence to this data set:.Remove commonly used words, such as “the” or “and”. ![]() ![]() To get at the interesting stuff here, I’d process the sentence as follows: Once I scraped the text, I processed the words.Ĭonsider this sample sentence: “Many advertisers were advertising with advertisements in many media markets last year, across the US and Europe.” For this post, I tried to follow the same logic, so I scraped the text of each email starting from “Today from AdExchanger” and stopped at the “But Wait, There’s More!” section. I personally only closely read the “Today from AdExchanger” and the “News Round Up” sections. The daily newsletter is broken into sections. I decided to scrape the text from every AdExchanger newsletter I’ve received since the end of November 2011 and see what trends I could find in word usage. The idea of trying to quantify the word usage and topics that have been popular in ad tech through the years really interested me. Over the years, I’ve noticed anecdotal trends in word usage and topics. They have since been my main source for following the industry. I started subscribing to AdExchanger’s daily newsletters in late 2011. Ideas ebb and flow, topics come into style very quickly and dominate the industry conversation, while other topics fall out of favor just as fast. Only a small number of media outlets cover our industry, largely because it’s so niche, and the result is a relatively small number of people owning a large amount of the discourse. Today’s column is written by Mark Davenport, senior director of analytics at The Trade Desk. “ Data-Driven Thinking ” is written by members of the media community and contains fresh ideas on the digital revolution in media.
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