Hey everybody, welcome to this panel discussion about programmatic advertising specifically focused on how programmatic technology is evolving and what its future looks like. We want to keep this session very very engaging with the audience. So all of you here feel free to put in your questions in Zoom and I'll try to pick them up while we're having the discussion if they're relevant to the topic at hand or I'll definitely come to them towards the end and we can probably have an opportunity for all of you to engage with the panelists as well. I'm Ankit Oberoi, co-founder and CEO at Ad Pushup where we help publishers optimize their programmatic ad revenue and I've been personally following the programmatic industry since the last 12 years. And let me start off with saying that they couldn't have been a better time for this discussion since it's only been the last two years that we have seen programmatic really accelerating in India and in fact not just in India globally but of course the last six months more so where because of the Black Swan event and the pandemic we're seeing everything digital, you know, escalating even more. Our testament of this is our DSP like the trade desk has almost shot up 400% from its lows this year in terms of its stock price and full disclosure I did make a little bit of money there as well but I promise you I'm not a stock market junkie. And what's also interesting is that in the last 12 months alone there's so much which has happened in the programmatic industry both on the demand side as well as the supply side where on the demand side we've seen OTT platforms just hitting it out of the park. You know the complete change in marketing mix all the way to changes on the supply side where Google has moved 100% to first price auctions, transparency via S chain and sellers.json has become mandatory in the industry. And today about majority about 70% of the market is already using open source auction solutions like pre-bid right and the biggest catalyst as we all know has been the pandemic. So today we have a wonderful panel to discuss how programmatic is evolving to market years and to technology platforms. So let's begin with a round of introductions and to make this a little more fun. We will also be throwing at them, you know, ice maker question which is as follows that they have to tell us about what they would do if they haven't had an unlimited programmatic budget to spend in this quarter. And hopefully this will make the introductions a little more fun. So let's start with that starting with you Abhishek. Hi everyone. My name is Abhishek Gupta. I'm the Chief Marketing Officer with Atlantic Life Insurance. And, you know, Ankit, the kind of question you have asked, you know, we have been probably salivating with this kind of question, not only in programmatic, but I also thought that probably if I had unlimited marketing budget, what would I have done? Well, since this is a discussion programmatic, I'll stick to programmatic. If we had unlimited budget in programmatic, this is actually the right person, right time. Because the consumers have finally started to recognize the importance of having a need for insurance and keep themselves protected against eventualities. And this year has shown what are the various kind of eventualities that can happen. Be it pandemic, be it recession, be it any other kind of things. We have cyclones, we have hurricanes coming, we have floods coming in. So whatever was possible, probably this year has thrown at us and we still have close to two months left. So we don't know what all will be coming. So if I had unlimited budget, so I will split it between two parts. One part is I will reach out to all those people who are, I think, interested, which I cannot right now because of budget limitations. But second more important is I would start getting ready for what is about to come when 2022 comes. And I'm sure we're going to discuss it later when the Chrome starts banning all the cookies, third party cookies. So I think we'll start investing in getting ready for that period of time right now. Okay. Thanks for that. Samitha, do you want to go next? Hi, I'm Samitha. I head marketing at Baskin Robbins. So very interesting question, Ankit. So I think my answer is going to be a little more, I think if there was a way and if you're saying unlimited budgets and I'm imagining an unlimited budget for everyone present here. If there was, I think one big change that has happened, I think, taking off from where Abhishek was also talking about earlier where he was saying that people have now learned there's a new consumer behavior of length on length shift that we all kind of witnessed. But the offline consumer, main psyche is about you want to touch something, you want to feel something, you want to get a real sense of what the product feels like. So since I'm in the space of ice cream, so there was some way that programmatic could evolve beyond where it is at the moment, and it could actually help me sample to consumers like nothing like it, like actually when you're scrolling through your feed and if we could actually give you a taste of any of the flavors that we have, like why not. So it may not be the most appropriate answer in the correct realm of things, but yeah I think that's the next phase because if everything is shifting online, I think we'll have to find a way to get a sensory is a lot more involved with this entire space. Interesting. So you would probably use that to develop a printer of sorts right through which you can print out that flavor for ice cream for people to try. Nice. Interesting. Sunny. Hi, everyone. I'm sunny and the co founder and managing director of a city pool, a city pool is one of the largest global partners for some of the largest media platforms like Facebook, Twitter, Spotify, LinkedIn, Snapchat, as then we operate as their authorized and exclusive at sales partners in 45 plus markets. I look after primarily the Asia Pacific region including India and about your question I mean this is like, you know, telling me if I had a lot of money someday what would I do. Firstly I would not show off. I know there are a lot of people there to take it away, but being a wise man because it is a client's money as you said, I would not spend but I would rather invest and invest it for investing into the right technologies. I would invest my family into AI ML, which is something that most of the brands advertisers are still hesitating and investing into, but it is going to eventually yield a lot of long term returns to them so that's going to be my focus with a lot of money. That's that's a wise answer you'd invest that money right. Yeah. Thanks, welcome to the panel sunny. Hi. Good evening, everybody. I'm Karan Gupta, CEO of Alchemy Group. So we're a group of different businesses and beyond media word localized in one loop, specifically in context to this conversation and the topic today programmatic and beyond media which is our legacy business that is an all encompassing ad tech solution for large publishers, publications, OED platforms, telcos, CTV, no matter what type of screen or format you have. You know we enable all these different publications and media houses to monetize their inventory and their content and their sites very efficiently. So we run the group with you know we know how we know what digital media is all about programmatic efficiency and even content. So we try to bring all those in under one roof and offer those kind of tech solutions to publishers as well as advertisers. With the budget, I would second sunny, you know, part spend part invest, because we would, you know, we are the guys who bear the cost in terms of building tech and platform and trying to make sure efficiencies are delivered across the value chain. And yes, obviously save a portion of it for our publisher friends because they are the ones who, you know, work really closely with us in terms of making sure that the ecosystem completes the loop. And that's where all the audiences exist. So I would say in three parts definitely spend a bit to make sure that, you know, we help the different different categories grow and then obviously invest in technology platform and, you know, help our publisher friends grow a lot more with growing audiences in more efficient ways, especially with the tougher times that are coming along over the next couple of years. Excellent. Thanks Karan. Great to have you on the panel. So since we're all realizing now, and I think in parts this was indicated in the introductions as well that you know how programmatic has really accelerated in the last six months. But if you think about it, it's actually a byproduct, right? Because as advertisers and marketers, all we're trying to do is be where the consumers are. So naturally, you know, how digital has grown, we are going where the consumer are because they're spending more time online and on digital sources. So perhaps I think it would be appropriate for all of us to start the spell discussion by talking about the last six months, right? The whole, from what I'm hearing, you know, the playbooks have been rewritten, businesses have completely changed.  If you could talk about that, that'd be interesting to understand what has been the key consumer behavior change pre and post COVID. Yeah. So, I think like I'm going to start take off a little from where what I initially mentioned that was more a dreamy La La Land answer, but coming to the reality part of it. I think most consumers were like the, I think there was there's been a large shift in terms of consumer behavior like today you have a three year old attending, you know, nursery and preschool online, which was unheard of because everyone all parents were always told no screen time. Now suddenly parents are, you know, letting them belong in front of the laptop and schools are also actively encouraging it.  You have much older people now very familiar with a lot of digital tools and platforms. You have 70 year olds who are on Instagram today who would have probably learned email marketing and probably Facebook till some time ago. A lot of them are now on Instagram learning to, you know, shoot nice pictures put nice captions etc. That's been a huge shift. So I think your audience in general online has kind of, you know, really wide because you suddenly everybody has learned to, instead of calling the local grocer people learn to do their shopping on Amazon and because everyone was very used to going to the market, you know, picking up an apple, picking up a banana and you know, like that was the way we were used to shopping. Now suddenly everything people had to unlearn and relearn. And I think as human beings go we are extremely, we are meant to adapt. And I think that's what people have done. So I think every single industry I don't think it's also people learn to clean their houses on their own again in a country like ours. You know, we are very, very privileged because we've always had help people learn to cook people learn to clean so that entire market opened up suddenly. And I think programmatic again played a huge role and you know, even if you are looking for hacks in terms of how to quickly get your housework done so that you could get back to your video call.  So I think the entire market has just shifted people learn to bake entire baking industry opened up I think there's just so much that has happened. So I think it's a good thing, because there has been some silver lining in in all of this of course it's been very tough. But the entire consumer mindset the entire consumer shift happening online, I think has opened up a lot for all of us. Marketing budgets also, people learn to be a lot more entrepreneurial with the limited budgets that they had initially from no budgets to slowly getting budgets back to figuring out even how to I think Abhishek was talking about even we had to do a lot in order to even get people to understand what is a dashboard how do you toggle on and off like retailers getting grossers on online was very difficult because they're not used to, you know, many of them don't even have any kind of association with payment gateway partners like you have to actually rebuild the entire ecosystem. And it's been I think a fantastic journey for all of us because every day has brought in some new learning. Great, super useful and your spot on right, I think all of these changes have been very, very useful, you know, for a lot of people in terms of reimagining their you know thinking grounds up and I like how you link constraints to entrepreneurship or entrepreneurial thinking. But I don't know if I really like those all the 70 year old leaders who are bringing me on Instagram and Facebook now. But, but with that thing Abhishek, I mean, I'd like to ask you the same question but in the slightly different context, which is that you know, there'll be a two fold change at least in your case because you know not only has the consumer behavior change, but also more so your whole industry and your product right how it has been thought of has seen a massive change right people are more concerned about their safety their health now, you know. So how has that affected, you know, your consumer behavior in your industry. Yeah, so what I see why there are seven we actually categorize seven different ways in which the customer has changed. You know, and I will probably specifically I'll just quickly narrow it to seven and then focus on what means for our industry. The first is the family has become more important because they are our support system. Second is as Samhita was saying DIY has becoming the norm so self reliance is becoming the normal. What is we have seen tough times people have lost their jobs salary cuts so tendency to save will go up by everyone. So that we see is, you know, we will actually treasure things money can't buy because this virus does not differentiate between people with money or people without. The next thing people will become much more socially responsible. There will be an increased sense of vulnerability and health will become one of the priorities. So these are the seven things in which we think that people are going to change. You know, when there is an increase sense of vulnerability, you realize that however strong you yourself or the even full mankind is. There are something that are beyond our control and that is what insurance is for. So there is an increased acceptance of people on the whole concept of insurance and that was actually very much needed in a country like us which is one of the most under penetrated market, as far as life insurance is concerned. So the awareness of the need and necessity of life insurance has gone up. What has helped us although it will be very selfish way of looking is that we're talking about pandemic and we're saying how it has helped us but just to look at from a silver lining from that perspective. Insurance selling has always been hard and you have to knock many doors before one final door opens for you. What we are observing right now is number one is you probably have to knock lesser number of doors right now. The number of doors opening to you has been going up. Second is tendency of people to call up and says I need a plan I need an insurance that is going up. All this all has really helped us as an industry when I'm talking about us I'm talking about life insurance industry as a whole not just about organization. What has helped the industry to actually show decent growths and the growths have started coming back with a bang in the month of August and September, with large players showing hefty growths. We also have shown very good growth in fact we are one of the two companies in the country which have grown all of the six months of the pandemic of this financial year. So, there is a silver lining from an insurance buying that is happening.  No it will still. I think a lot of work needs to be done by the insurance by the industry by all the allied industry for us to come together and spread this month. Nice and you're right I think that there have been a few silver linings to this unfortunate event and they have sort of accelerated at least you know things in a lot of industries, which were probably you know do for updates in 10 years or decades right that have happened overnight or probably over weeks right. And if you think about it you know how programmatic has changed now people have also sort of started realizing that you know the adoption of programmatic was actually just a stepping stone. And the reason why I say this is you know to be able to explain this a little better let me actually take a step back and explain what you know a typical the fundamental marketing which remains the same which is you know you're targeting the right user at the right time with the right message. And how that translates into programmatic is basically you know what most people call this as targeting creative conversion right you're using your right user and the right time in forms of targeting and you're your right message in terms of the creative right. So that fundamental thing remains the same and the conversion being the landing page or e-commerce website or offline conversion whatever that is that CRO or experience right. But what programmatic has really done is which we're also seeing now is you know given us so much data and feedback which did not exist in the offline world right. And things like you know for example if you upload a creative today by evening you know how it is responding what are the response rates you know what are the conversion rates click rates and so many other data parameters. But the moment that has opened up we're also witnessing that marketers and publishers are started leveraging this new data in the form of technology solutions whether that is like a bit shading where marketers are using a lot of that to sort of jack down prices of how you know what they're you know sort of bidding for in their inventory. Publishers are on the same side using floor price optimizations to increase that price you know like having a data wars of sorts. Then you have creative dynamic creative optimization to make the creatives more targeted and you know more personalized improving engagement rates. And one of my personal favorites is of course you know GPT three which is the open AI artificial intelligence system which is which which by the way there's a company called visual website optimizer which did this experiments very recently. And they compared ad copies written by humans and machine learning the GPT three system. So I won't spoil the story for all the participants but you should check out you know one. So where you know automated automated ad copies are written by machine learning systems all the way to publishers doing a lot of testing figuring out with ad placement does all of this has become possible and you know marketers and publishers both are now realizing all of this is possible. So my next question is actually to the tech platforms here to sunny and current which is that now this has become possible you know what are some of these leading edge optimization technologies you know that have become important today how is your team or your customers using some of these and how are they benefiting from that. Sunny do you want to take that first. Sure. No thanks thanks I mean it's a very interesting question but just to step back a little bit and sort of you know cover cover the ground on what's been happening for six months and the kind of changes that we've seen from the advertisers and agencies perspective. You know for us as as service providers how we have seen the priorities as well as the operating models change as per the consumption patterns of their consumers. So I mean it's been a crazy year to say so, quite exceptional from multiple standpoints and we've seen, you know, you know, multiple multiple forms of content being consumed and multiple destinations being created which we never heard of earlier. As earlier some of the also identified you know 70 year olds going to Instagram and you know a lot of new audiences coming in and new modes of targeting them came up. You know I mean clearly what this leads to is complexity in a way you know as a brand when I look at it, it is complexity and brands have always struggled with fragmented consumption patterns fragmented supply. You know even the service providers were different I mean the social research that is, you know display mobile video traditionally I mean, you know if you see the ecosystem. The service providers are not so are operating in a very linear fashion themselves and specializing which was in fact creating further more complexity with multiple sources of supply multiple technologies to deal with. And I think this is something that that was in the making and then in the past few months acted as a good catalyst for branch to look at it with a fresh perspective, try to automate everything as much as possible. In the past we've also seen, you know, when when programmatic just started it off, you know we saw a lot of brands and agencies just outsource it to a DSP. And then we saw them developing those capabilities in house. Last year we saw a lot of, you know agencies adopting some of the consultancy services from specialists. So here in past six months what we've seen again as a trend from advertisers and agencies, they've been adopting a very, very hybrid approach. There is some consultancy there's some in house there's something being outsourced. So it's been a mix of everything from the operation modalities perspective and defining and then there has been a significant investment was been coming to rescue. One of the brands is adoption of technology with, you know, machine learning and AI which is sort of simplifying everything for them companies like big ML, which sort of, you know, provide your algorithms to to optimize your campaigns across, you know, multiple supply sources.  And, you know, typically, technology is an enabler. You don't expect marketers to be technology I mean you can be technology enthusiast, but not not, you know, tech people. And you know the the interfacing that technology has been doing in terms of simplifying everything and creating a dashboard where you can actually map quantitative data to qualitative one. You can map, you know, the clicks to to the grand lift. Right. So, you know, these are the things that have been significantly, you know, moving about quite intensely, even if you see some of the large partners that we represent, you know, for me, I think is anything that is automated in real time. And if you look at it, even the likes of Facebook, they've been investing heavily into creative dynamic optimization. You know, what you mentioned about that firm, providing facility or capability to create multiple ads I mean there are a lot of FMP players on Facebook who are providing similar technologies. Facebook in itself is a big ecosystem, which allows you an automated advertising, which is again, you know, a form of programmatic in a way because it is completely automated. And, you know, similarly on non Facebook, Google inventories also a non Twitter or non social media inventories as well. There are a lot of third party technologies plugging and playing and providing lending efficiencies with both on the creative side as well as on the targeting opportunities where you know you could target in real time in a very, very personalized manner using first party third party data as both. So I think it's been quite quite quite a coming of programmatic in past six months. The entire ecosystem actually the entire micro situation led to led like a catalyst and now we're seeing the programmatic becoming more and more I mean it's been lingering around for 10 years. Let's face it like from 2010 onwards, we have been advocating programmatic we started in Europe and then we brought it to India as well. But it is actually now that we are seeing a more wholesome adoption from from programmatic perspective. Absolutely. Yeah, I mean, you're right. And you know the last two, three years at least from we're also watching, you know, Sunny is that it's really accelerated. What are your thoughts on that current in the sense like since you also work a lot on the advertiser side and also the publisher side.  I jump into that question like just a minute before I touch upon like what we were talking about where some people we shake and even sunny dust upon even you mentioned briefly, you know, the effects of how the pandemic changed so many things right from consumer behavior, category behavior, and then going down to technology optimization right so ML and AI is only that good enough when the data modeling is given the right kind of data from the point where the consumers actually consuming content. With the shape shifting, you know, effects that took place will last six, eight months, consumer behavior changed content consumption changed and then also if you see categories also shifted so much in terms of the way advertising was consumed content was consumed and then all of that put together, put a lot of pressure on the tech platforms in the public worlds to understand how we need to optimize this right so what are the kind of efficient marketing tactics or what is kind of advertising. What, what is the data modeling that was working all this while for some categories and now what is suddenly happening over the last six months and now which needs to settle down like like Abhishek mentioned about health and to another extent where travel took a big hit. So all the optimization techniques that were used for that completely took a beating in terms of you know how they were working well where the pressure the auction pressure in programmatic for some categories went through the roof, because everyone started bidding for those keywords, those audiences, those, you know, that kind of, you know, those kind of publishers right. But I think one of the most classical optimization techniques is a good old contextual targeting and the content lead optimization over and above the fact that because we are so spoiled with the fact that data is available to us, whether it's TPT or you know, you know, but now with first party, your people who are actually investing in the first party, I think, who have been rather and I think a lot of content has been going out around in the trade and different organizations events in the webinars about publishers being pushed to build out their first party right so a lot of the publishers who actually have a lot of the costs already been born like that on the on the tech platforms, but also people who can who can sort of start now working on that with the next one year to build that out that entire strategy in terms of building out the overall data segmentation and then using that to optimize with the with the match of contextual I think all these pieces together will be the right puzzle for someone to sort of work with if someone can provide that together as a partner. And I think one of the key things that we are looking at is using legacy contextual, building that out to its finest. You know, literally the last dot right from meta page user behavioral info everything that we can get on page, as well as like sort of using inferred enriching people's data on the platform and then sort of using that to improve efficiencies for a publisher as well as an advertiser when they are targeting, you know, packages and segments through programmatic channels via whether it's to a DSP or to an exchange or our own SSP itself. Right, and then you know that's actually very relevant as well since you spoke about you know first party data building where publishers are starting to now really prioritize building you know first party solutions in terms of leveraging that but I think contextual advertising as you mentioned right I mean I was actually trying to understand this better personally myself and what when you know when you look at the data at least today right contextual only takes into account 20% of the overall spend which you'll see across at least you know we know for across you know all the inventory that we represent and the publisher that we work with contextual is only at about 20, 23, 24 websites unless you're in a very niche specific website. Today the stage of contextual is is you know very low which makes it even more interesting right and my next question actually is just around that as well perhaps to you know get a bit on this from the bucket tears. We all know that you know third party cookies are you know going away, we just spoke of all this data which is so important for all of us. And you know a good chunk of that data which would typically come from these third party cookies is is you know soon going to phase out right. In fact has already been phased out on you know safari and Firefox right so. So that and you know people are talking about ID solutions which are slightly and proven you know there's of course contextual which is being talked about a lot. But all of this thing happening right maybe starting with you Abhishek right has this really started becoming and I know you mentioned this in your wish list as well right third party cookies. Is this something which which you know which has become really actively important you know important which marketers are not looking for are now looking for a solution or being talked about in the quarterly planning experience and stuff like that. So uncle hand on heart. I would say it's not part of the conversation as of now. So, you know while we know there is an impending deadline coming in 2022 when these will be not allowed to three reasons. So, by nature of Indians now. Hey, but still, you know, what I would say over here is well it is not part of the conversation it is time we start recognizing this, because as I think current was also saying sunny was also saying that gradually this entire movement became fairly evolved in US and now started coming to India, and we Indians and we Indian market is now gradually waking up and warming up to this and seeing how effective it is. And the moment we will probably start accepting this and we'll realize probably the way to do this is entirely going to get changed. So, good time for all of us right now that since we are warming up to this concept why not start preparing for what is to come in future. So there I would like to say that, you know, while third properties cookies still can be utilized, I think we need to work to decrease our dependency through contextual keywords on very premium and brand safe content. That is what we need to start doing.  You know, they have, I think they have developed a unified solutions and they are testing it I'm sure they're going to better it as it comes. There's also an organization called liver ramp I think the solution called liver ramp which has been developed. So what exactly I think they're trying to do is instead of pinpointing laser pointing to a particular customer they'll mean the code of customers. So then it will probably pass through the privacy guidelines that the organizations like Google are putting in. So what time we start learning about these things I'm not saying adopted right now but it's time we start learning about things and I think people like you Sunny occur and you play a huge role over here in educating us about this, because we know about it is what we currently read and what you tell us. Since you work in that market also I think I would actually place the responsibility I will not say you should like the responsibility that you should actually teach us market is because you understand that quite well far better but it's important that we start talking about it. Absolutely right and you know that of course that's that's one of the ways to discuss this and you know, you'd be surprised that you know, while right now contextual and you know ID solutions, for example are being positioned what's really concerning and personally I've been thinking about this is because while we talk about all these ID solutions, nobody is listening to the browsers right if you go and talk to these browsers about live ramp or all these ID solutions. What they are saying is that you know these are basically these ID solutions are basically workarounds or covert ways of circumnavigating the loss of that particular right. So there's also this thing which you don't know, you know, since it's unproven now you know how that will actually play because while of course Google is there you know where it has a very large and they're building their own set of you know privacy sandboxes and stuff like that but it's your right as an industry we need to be you know understanding this more and perhaps you know from you Samitha what do you think in terms of how will what's your opinion on how will targeting really change you know when when all of this data is not available what do you foresee let's say if you were to do some sort of crystal gazing here and from tomorrow you don't have third party cookies available. What do you think marketers or their go to targeting solutions would really become. I think I'll address this in parts. I think if I had to take off from where Abhishek was talking about tech companies, like all of you present here, you know, and you guys are the experts in this field. The more you empower marketers and advertisers and you know, allow them to understand because it is kind of a great domain for most marketers right now, I mean, you know, so I think that will really help. I think the second bit with all of why all of this even came into being was because of this entire fear psychosis right like all of this privacy and ethicality and you know, all of, like, I am okay if somebody, you know, follows me around gets me a great deal, then it's a great transaction for me as a consumer. I'm happy. You know, but suppose the same thing is that I realize that I'm being manipulated and you know my mind state is being altered. You know when you are following me around you're making me probably and I think this has happened a lot during the lockdown as well to many people where many people have ended up buying things that they don't need. You know, simply to make themselves feel better or in various ways in which this entire entire thing works. And I think that's where consumers also started facing an issue because it's it's almost a chicken and egg story and we can't ignore the entire ecosystem that exists here, because it's not just about the publishing platforms and advertisers and marketers it goes beyond that into the mean, mean focus point which is the consumer and how the consumer feels about this entire thing I think that sentiment is very important. And I think what's missing is us empowering the consumer like most of us say no to cookies because we know that it's a bad word, you know, like literally that's the only consumer understanding and it's this is almost like half pick knowledge which is very dangerous. I think then as marketers and advertisers and publishers I think it becomes our, you know, moral responsibility almost to let people know, you know, with this involvement that is happening in terms of, you know, how it's going to become safer than you said Google will put like tier sandboxes in place and help us all understand it's always been so. But I think that importance to let consumers know that hey while we're targeting you, and we're doing it to make your buying cycle, a lot simpler, because we want to understand that when you're picking up a phone that the camera matters to you more than the you know the look and feel of the phone perhaps. And hence we are targeting the right kind of phone to you versus targeting something else. That's a good thing. But I think that understanding how do we really simplify that and let people build that fate with customers I think that's going to kind of really change the game and that's going to be a continuous learning experience for all of us. That's true and I think you're what we're also adding you know leading up to is actually privacy right as an industry we've really probably done a very bad job in the last 510 years maybe you know as you know taking care of the site where is my data going on where is my data going, who is storing it, how is it being used and you know of course as you said sometimes even about communication and using that fear psychosis or really manipulating the user right or consumer into taking an action which you want them to take right and especially really figure out that there's a conflict of interest when you know a brand tells me this that it's for their benefit. So that's actually a great question for for the platforms there. So, so, you know, to understand how did we get here right. Maybe sunny since since you work with a lot of marketers in Europe where GDPR has been in effect since the last two years, two plus years. What is your sense what are you know marketers doing there to ensure you know this balance between user privacy and the advertising ROI right, which kind of has a trade off you know when you look at this. Yeah, I think data privacy has actually forced a lot of companies to take a closer look at you know the data infrastructure much more than they would otherwise and you know it's a big mess out there right. So, you know what's also happened in Europe and some of the other markets is that bands are making sure web forms are equipped with opt out checkboxes, you know they require user consent before adding adding to the mailing list or sending out newsletters companies are also obliged and we had a GDPR compliant company ourselves, and you know companies are obliged to sort of ensure consumers have easy access to privacy statements and you know can submit request to access their data or modify and delete the personal information so you know because consumer is also becoming more and more aware, I mean their awareness is on the rise now. And they are becoming more and more sensitive towards their own personal data that they know it's out there and how it could be sort of misutilized by certain, you know, certain players. So, but at the same time they're also seeking brands that can successfully reassure that you know these, these data exchanges their personal data being exchanged to a brand or to a platform are actually beneficial to the consumer are collected in a way that is securely stored, and then at the same time securely managed, and probably utilized in their interest I mean we're talking about predictive targeting in futures it's only going to be basis, you know data gathering and you know building models on top of it. So, you know the more and more sensitive brands get towards the data of consumer, it's only going to lead to more and more relevance, and it's a directly proportionate association with relevance in ROI. So the more relevant it becomes in terms of form of advertising right user right time, opt in, checked out whatever it may be, and, you know, you know, sort of you show them an ad and you get a better response I mean it's been traditionally proven through all modalities so I think while data privacy has sort of created some disruption already in the way some of the brands are operating and some of the platforms are operating in some markets. We are yet to see that in India, but however it's quite it's not going to be as challenging as as we foresee and it's probably only going to lend more relevance and reduce the spill overs and probably add frauds as well. Interesting. And on that, you know, part which you said you know perhaps Europe of course has become much more conscious and sensitive about it. I would like to maybe also get a context on this from you current because you know we have a, you know, deep in like the data protection act even in India which is coming out soon, and is already you know in the final phases of discussion, you know, in the industry inputs have already been provided for that as well. So what is your sense on that and also about, you know, perhaps this balance where, you know, as a platform you have to also sort of give an ROI to the advertiser and also, you know, generate a certain amount of eCPM for publishers right. So how does that, along with both of these responsibilities that a platform has also ensuring that you know the consumers interests are protected. Right. So I think one thing that's really, you know, changed is the way content is being consumed over the last few years, especially with the widespread of the OTT platforms and number of them on the rise with many more following in time to come. The way content is being consumed, it's actually changing very rapidly. So the way content gets consumed obviously data gets generated by that as well. Keeping in mind the fragmentation that comes with, you know, it's something that, you know, again is the onus keeps shifting is again like the reason why it's a lot more difficult in a market like India because of fragmentation of it. What's happening is that, you know, the amount of data that gets generated because of fragmentation, the onus shifts between the actual content creators versus the technology platforms. And then between them, there is, it's not like it's a consortium, but to make sense of this data to actually marketeers or DSPs or exchanges or anybody else to actually use it well enough efficiently enough to carry out the right kind of targeting or the right kind of, you know, marketing spend that can be used against it. I think that is what everybody is trying to overcome. The way data is being modeled, the way everybody's building their ML and AI systems to actually understand more predictive algorithms in terms of what would happen versus actually seeing, you know, direct cookie matches and then direct the old school programmatic ways. But I think to drive, like to bridge the gap between the right DCPM versus what, you know, the right uses of data. I think it's shifted a lot from the last four, five years from where it was very simple, where there was, you know, cookie enrichment, there was targeting of cookie, there is a clear, there were transparency challenges, and then there was the right kind of CPM for it.  Is it effective? Is it whether it's for the market or the advertiser who's actually spending on a DSP or for a publisher who you want to sort of, you know, yield optimally for. I think that skew is always shifting because of the variables that go into it. I believe that over the next year, once we get to an era where the third party cookies are getting phased out and completely shut to a point where it is going to become a much simpler ecosystem. Technology will have to evolve, but it will become I think a lot more easier to sort of drive efficiency, and not only for the publisher, but also the advertiser, keeping in mind that it's become already a transparent ecosystem, a lot, a long way from what it used to be, thanks to the effort by the IAB and a lot of other bodies with the sellers adjacent ads.exe and the entire value chain that has been set up, which is a huge step to actually bring about the drive any CPM and efficiency for a publisher and the, you know, the the advertiser who's spending on different DSPs. Nice. And interesting that you spoke about, you know, these initiatives are transparency, you know, which are very much linked with the trust as well as the privacy frameworks. And you know, we know that IAB recently launched this framework called TCF, which just came into effect, I think a couple of weeks ago, or at least was hard enforced a few weeks ago. But you're right. And you know, what we're also seeing is actually the advertiser ROI has not taken a big hit because people who didn't want to, we see, you know, who didn't really want to see ads, right? It's only those that have gone away and they're not giving consent. So surprisingly, again, very early, you know, and small data sets, but, but you know, the ROI impact on that, at least from, if I could probably add from our understanding and experiments that has not taken a very huge hit because these people didn't really want to be contacted by marketers at all in some ways, right? And it has definitely had some impact on the transparency. I think we had since we have about 12 minutes, I would have loved to talk about a little bit more about transparency, but perhaps what we can do is we have two questions. Maybe we can take that. And for all the audience, if there's any more questions which you guys want to put in, please feel free to do it. Also, tag who you'd want me to direct that question to. Maybe the first one we'll take is from Aditya. And his questions is about third party cookies. And I think the question is, can marketers look at review platforms such as Cora, which are mainly content driven platforms. Okay, so I think what Aditya is probably leaning towards is also, you know, more contextual targeting and also these large platforms where they have so much first party data that they may not be impacted as much of by the third party cookies going away, right? Sunny, would you want to maybe take that because, you know, you work with a lot of these large platforms and perhaps all of most of the data that they use, right, like a Facebook or Twitter or something, you know, it's all first party for them, right? So do you see them actually benefiting when this happens and perhaps can marketers use more of these platforms like Cora or even Facebook or Twitter, you know, leveraging their first party information? No, absolutely. I think, especially the large ones which have significantly, you know, large user bases that they're controlling and I've already invested into technology to sort of classify their audiences or sort of, you know, have more understanding about their users to be able to effectively advertise the platform. So I think these publishers are set to gain from this in a way. By the same time, we also see that a lot of these publishers are relying upon third party data exchanges for extending their reach beyond their own platforms and having an advertiser to advertise beyond themselves simultaneously as they do on these platforms by third party data exchanges and integrations, which is something where, you know, a lot of effort will have to be done and I think it will open up some of the privately kept secrets by these large platforms to be able to share or integrate with other first party data opportunities and create a much more rich audience and much more qualified audience for brands and advertisers to reach out to. Great. Excellent. And I think we have, what are thoughts on that current, by the way, before I get to the next question, which is actually to both of you as well. So last part, do you mind? Sure. So the question is, you know, once, once third party cookies go away right to market years, do you see them using these platforms a lot more which have their own first party data like a Facebook, Twitter or you know, instead of display and targeting publishers which will have a lot of time to build, you know, they require a lot of efforts to build their first party data banks, but something which, you know, already exists with all these platforms. It boils down to the same thing, right. I mean, like, I think a lot of them would still rely on how well they can sort of segment and package that data. But the good old school contextual will not go away again. I mean, depending on how they can sort of combine those, you know, those the same sort of strategies, a large publisher like, you know, Facebook or or someone has great reach when they where they're building out this already by de facto in silo getting built out, you know, they will still need to sort of enrich that data with a lot more, you know, important data points that that user would need to fulfill because, you know, a huge portion of this also doesn't just get, you know, targeted based on the site also takes into consideration purely an audience without actually having to see where the audience is, you know, in terms of the site or the app or whatever it is. I think the first party, the way people are building out, I think the one year that we have the two years that we had rather is a good amount of time for someone to sort of build out these data banks, you know, in consortium with you know, we say a business like ours where we work with some of the largest publishers in APAC, you know, we have a lot of audience, a lot of reach to actually build this out with the publishers of the solutions in tandem, and then work together and building it out so I don't see too much of a challenge that, you know, it would be a preferential head start but I think everybody has the time and sort of, you know, to actually go about building their own first party or all the data sets that they need to actually catch up with the rest. Excellent. Great. Great. I think we have some more questions but I think it's more about TV advertising and, you know, the privacy bandwagon, there's actually another one which is about revenue generation. And I think that's for you, Sunny and Karan, which is which revenue generation strategies would publishers now pursue in addition to advertising revenue. So are there, you know, more sort of opportunities apart from programmatic or advertising revenue also which you're seeing publishers adopt. So I can take, I can start with that. So I think moving a lot of the budgets are moving programmatic. It's become a lot more self sufficient in terms of an ecosystem where people are, you know, instead of going direct brand, direct advertising, direct creative.  It's not like there are barriers to create revenue generating revenue. There are again, a lot of strategies in terms of display video native different formats. There are no, there are definitely, you know, costs in terms of technology platforms that you can work with or partner with but at the end of the day, I think programmatic itself has a lot of opportunities and offerings within it. As far as formats are concerned, as far as, you know, the different kind of technology companies and partners you can work with within that, you know, ecosystems like, you know, that you can be a part of so that you can actually start monetizing inventory very quickly, really efficiently and, you know, globally as well. Interesting. Thanks. And just to have a probably sense on this from the marketers in the room as well. So to you, you know, Abhishek and Samyukta, have you also sort of seen any, do you see any early sort of signs of where you know you are seeing a lot of this first party data coming directly from publishers, or you know media houses where you're starting to engage in figuring out something I can use, whether that's, you know, through a programmatic campaign PGPD, whatever that is, but even maybe through some sort of conversations where you know they have some strong first party data banks which you can leverage. Is this something you know which we're seeing early signs off. So, you know, I will probably just try to mix with the last question as well that what are the alternate revenue strategies. Other than advertising revenue is and I'm a huge proponent of that is partnerships. Advertising is sort of partnership but when I'm saying it's a whole strategic partnership between advertiser and let's take an example of publisher. At that point of time, this can become very large and it is still just a large but it can still become very large. And there have been instances where publishers large publishers can come to you directly and we have cases like that when they come to you directly and offer reach to their customers minus any bit of contextual or this thing it is just a set of publishers. So probably if I say it is like going back where you had a website and you know what kind of customers are coming there and you do what you do with the TV channel spray and pray. What will happen is publishers are going to get smart. They will try to get more information about their own customers and then utilize that cost information to go to advertisers and said there is a way where we can do something. It's a hard job. It's a not so efficient job as of now, but I believe there's a lot of efficiency will be built in through a lot of tools that will be developed and that is a definite possibility in which future can move problems. Interesting so building some of these sort of all these audiences right building buckets maybe of those and offering those two to advertisers right closing thoughts from you some if I think since we're almost all on time what would you like to share maybe some thoughts on this. So, thank you first off thanks I think it was a great great conversation to begin with. And I think just one thing that I wanted to leave everybody, you know just as a thought was that, you know while they're all here to kind of, you know, debate on whether it's going to be very bad how will it change things for us etc but I think to universal insights as human kind. We've always resisted change. We've never liked anything new. You know whether even when the first car came and then there was a lot of resistance saying that oh it's polluting the environment, but it helped us move forward. So I think somewhere we will eventually learn to look at the positive side of all the, all the change that's happening because programmatic is your the state's not going anywhere. You know how it will evolve also is only going to get better and shop up. It's not it's only going to help us. I think that ethical model responsibility will live with us in terms of how we'll be using I think this is just kind of open the doors to, you know that gateway. And it brings me to the second universal insight is that we have always as mankind wanted things to just make our life simpler. So, you know, anything that is going to help, you know, things speeding up anything that's going to help convenience is going to be something that's that's everybody's looking for whether it's a consumer whether it's a market here whether it's an advertiser when you are looking at a Wi-Fi connection speed matters. So I think even with programmatic the everything is going to evolve around the faster who can help me understand the consumer faster who can help me take buying decisions faster. You know who can get me inside faster. So I don't think it's going anywhere. It's just about I think all of us trying to evolve a lot faster and I think we should be there. Great. Thank you so much. I wish for the audience, you know, we could have taken more questions. I appreciate all of you putting on those there but we're just running short of time and I would like to thank everybody in the panel. I think we've learned quite a bit today there was very interesting insights about you know how perhaps you know the industry would look around what are the biggest challenge which I clearly see third party something which which will probably you know as we also you know spend some more time around this get more comfortable with programmatic you know we'll probably find solutions to this but there's still a long way. We do have solutions like contextual targeting as well as some ID solution being looked into but it's definitely not a solve problem as of today so you know perhaps an opportunity for all of us. Thanks all the panelists for coming in joining in today and sharing your insights and thank you to the audience for spending your Friday evening with us listening to us instead of going out and having a beer. Thank you. Thank you. Have a nice weekend.


Hi, I'm Zor. Welcome to Inizor Education. Today we will continue talking about magnetism and electric current and their mutual dependency on each other. Sometimes I prefer to talk about certain purely theoretical issue in terms of a problem. So today I call this the problems, but basically they are kind of theoretical lectures. Because during this discussion about this particular problem, during solving these problems, this new theoretical material is presented. Now this lecture is part of the course called Physics for Teens, presented on Unizor.com, where there is another course called Math for Teens, which is prerequisite for this one. You really have to know math to learn physics. Like in this particular case we need vector algebra and trigonometry. I mean, there are different aspects of mathematics which are used. Well, all aspects of mathematics are used in physics, okay? To make it simple. All right. And the site, by the way, is completely free. I do suggest you to use this site to access the whole course rather than any individual lecture which you might find on YouTube or somewhere else. Okay, so we go to magnetism and the electric current problems. Number two, we have two problems here. Now before going into the problem I would like to remind you something which we have learned before. Now if you have a straight line wire and there is some kind of a amperage electric current going through this, direct electric current, there is a magnetic field which is formed around this particular wire in the circular form. Let's say the direction is this one, so this is plus, this is minus. And then using the corkscrew rule, my direction of the magnetic lines would be like this. Like this. So this part is on this side of the board and everything else is behind the board. So these are magnetic field lines which basically represent the magnetic force field. At any point the direction of the force is tangential to a magnetic line. Now the magnitude of this force is equal to mu zero times i divided by 2 pi r, where r is the distance. So we did talk about why it's 2 pi r, obviously it's the length of the circumference. Now it's supposed to be proportional to amount of electricity which is going through the wire per unit of time. So the unit of electric current is ampere. Ampere is one coulomb per second. So it's amount of electricity per unit of time. And mu zero is permeability constant of the vacuum, considering everything is happening in the vacuum of course. It's just a constant. Now B is measured in Tesla's and we did define what is exactly Tesla in a previous lecture. I don't want to talk about this, but this is basically a strength or intensity of the magnetic field. Well it's a vector. It's a vector. This is the magnitude and the direction is tangential to a circle. Circle lies in the plane which is perpendicular to the current. So this vector is always, since the vector is in the plane which is perpendicular to the line, obviously it's perpendicular to this line of the electric current as well. And if you connect the center of this with this, obviously it will be perpendicular to the radius because tangential line to a circle is perpendicular to the radius. Okay, so this is something which we have already discussed before. I just want you to know this because this will be used in these problems. So what's my problem number one is the following. Now you have two very long, mathematician would say infinitely long and very thin. Again, mathematician would say infinitesimally thin wires. And there is an electric current I1 and I2 going in opposite direction. So my problem right now is to evaluate the force which is in between these two lines. And the force, by the way, is repelling as it was explained in the previous lecture. And I will talk about this again. Now, well, actually if we are talking about the whole force, now these are infinitely long lines. So the force is obviously infinite but we are not really talking about the whole force which is acting from one wire onto another. We are talking about a force per unit of length. So we will use all the laws which are applicable to the infinitely long lines but we will apply these laws only to a unit of lengths like meter, for instance, in the C system. Okay? Alright, so that's what we have to determine. Alright, so first of all we have to talk about magnetic field. Now around this one, magnetic field would be like this. So I put it this way. Now in this case it would be like this. Now, what we consider first is how this particular line, electric current, affects the unit of lengths of this one. Okay, so first of all we do know the Lorentz field, the Lorentz force. Remember this? The Lorentz force is basically in the definition of the Tesla as a unit was the force is equal to, now this is the force of the magnetic field, some, any magnetic field, but in this particular case it's a uniform magnetic field. So a uniform magnetic field and there is electric current in it, which is perpendicular to the field. So if you have two magnets north and south, okay? So the uniform magnetic field is, it means that all the magnetic lines are from north to south parallel and magnitude of the force is the same. Now if you have some kind of a line here and there is an eye here, then the force will be proportional to the eye, proportional to lengths of this piece of wire and proportional to, well actually it's vector product, but in case of perpendicularity I can put a regular one. Because if it's not perpendicular I have to multiply by sine of angle for obvious reasons and in this case if it's perpendicular sine of 90 degrees one, so it's just plain multiplication. This is not a vector so to speak equation, this is a scalar. So we're talking about magnitude of this vector, magnitude of electric current and magnitude of the force of the magnetic field. Now what situation do we have here? So let's just think about it. Our field goes this way. Now if we will consider a piece of one meter here, what is the magnetic lines which are crossing this particular direction of the current? Well if magnetic field does this way, so it goes back to the board and then comes out here. So this is the radius. So let's say the distance between these two wires is d. So we have a magnetic field which has certain value, whatever the value is b, and it's perpendicular. Now it goes from behind the board towards us, right, because the lines go this way. So when they cross this particular wire, they are all perpendicular to the wire, are going from behind the board towards us. So it's perpendicularity and now we can calculate the direction of the force. The force which is acting on this unit length of the current can be found using the right hand rule. The direction of the force I mean. So what is the direction? If it comes to here, my right hand should have the magnetic field coming into it, which is like this. Then my thumb should go to the direction of the current and then this is the direction of the force. This is the direction of the force. This is the force 1, 2, from 1 to 2, from I1 to I2. And what's the value of this? Well the value is the current which is coming through this, which is I2. Well then you can say L, whatever the L is, maybe it's 1 meter, but in any case for instance it's any kind of a piece of the wire. And then the magnetic field intensity. Now what is magnetic field intensity? Well as we were saying before, if you have a wire and you have a magnetic field, its intensity is mu 0i divided by 2 pi r, right? So r is basically g, mu 0 and i is basically I1, right? In this particular case. So it's 2 pi, sorry, 2 pi goes there, 2 pi d and on the top we have mu 0 times I1. So this is the force which is acting on the piece of wire of the length L. But if we are talking about 1 meter, then we have to per unit, well forget about the word meter, unit of length, whatever the unit is. So if this is the unit L and per unit of length it should be, I'll put this line on the top. That means per unit of length. Obviously we have to divide by L, right? So it would be mu 0 pi 1 i2 divided by 2 pi d. Okay? So this is my force which is acting from this wire per unit of length on this wire. Great. Now let's talk about another force. Another force is from this wire onto this one. Let's do exactly the same thing, because it's really the same thing. It's completely symmetrical, right? So first of all, what's the direction of the magnetic line? So it's this way. So at this location lines are coming from behind the board towards us. And then using the rule of the right hand, I have to do this. And my thumb goes to direction. So magnetic lines go into my hand. My thumb goes down. So the force goes this way. So obviously it's a repelling force. And we know that if direction is opposite, then there will be repelling force. That was a previous lecture. So this is the force 2 1 from the second to the first. So what is it equal to? Well, it's equal to I 1. I 1 times L, if this is the piece of L lengths, times B. And what's the B? B is in this case magnitude of the field of this wire at this location. And it's the same thing as before. So it's 0. In this case it's I 2 divided by 2 pi distance D. The same thing. Now, and if we're talking about per unit of lengths, we have to divide it by L. And we will have 0 by 1 by 2 divided by 2 pi D. So as we see, it's exactly the same thing by magnitude, but directed opposite. Well, which is not a surprise because, you know, the third Newton's law, the way, if there is a force of action, there is a counteraction. So let me just get another marker. So this is basically the result. So these are the forces which are acting in this particular case. So if you have two parallel wires, the end direction is opposite. So repelling force is the multiplication of their currents divided by 2 pi times the distance between them. And there is a constant of proportion analogy, which is basically a property of the environment where they are. It's a vacuum. It's some kind of one constant. If it's something else, it's something else. Okay, that's my first problem. And basically this is the result, which is kind of theoretical result, which I wanted to present as a problem. Now, the second problem is kind of practical. I briefly mentioned, basically, the approach, which I'm going to explain right now before. Just imagine yourself as a, whatever, 17th, 18th century physicist, which understands that there is something which is called electricity. There is something which is going through this wire. And you would like to measure it in some way. And you don't have really, you don't know how to measure it. So you have certain experiments and you found out that there is a repelling force, like I was just talking about between two wires. There is a repelling force, which depends on the electric current, amperage I1 and I2. So what can be an experiment, which would allow you to determine what's the amperage by measuring the force? Well, the force to measure the force is also not very easy, right? In any case, something like whatever I'm going to explain right now might be an experiment, which would lead to measuring the strength of electric current. So I imagine myself as a 18th century physicist and I'm arranging the following experiment. If you consider two wires and one wire, now both wires are perpendicular to this board, they are parallel to each other and they are hanging on some kind of threads. Now, what happens if I will put electric current through these two wires in opposite direction? Let's say plus on this side of the board and minus on that side of the board for this wire and the opposite minus here and plus behind the board for this wire. Well, we know that opposite direction of the wire would reduce the force of repelling, right? So the wire will swing this way. If we assume that the wires are identical, they have identical mass per unit of length. They are relatively thin and relatively long. We can use all these formulas which we were using before and now measuring this angle, let's say the angle is 5 and it's the same because we are putting the same source of electricity from some kind of a battery. We connect both ends to the same ends of the battery plus this and plus of this guy behind on this side of the board and plus of this guy behind the board. We connect to one terminal of the battery, the positive one and another two ends to another. So the battery produces exactly the same amount of voltage to both of them. So we have exactly the same current. So let's go back to the formula which we have before. F equals to, what was it? Mu is 0, I1, I2 divided by 2d, right? That was my formula from the previous problem. 2 pi d, sorry. So that's what we derived in a previous problem. So now I would like to measure I, knowing F. And how do I know F? Well, if I know the angle phi and know the mass of the wire per unit of length I'm talking about, then we can determine very easily F. So now in our case what happens here is the following. Now if my initial distance is d, my final distance between these two, when they are in equilibrium basically, it's capital D, which is equal to d plus these two pieces. This one and this one. So I need the length obviously. Let's say it's L. So this piece is L times sine of phi. So we have 1 and 2. We have 2 these pieces, sine of phi. So that's my new distance. So I have the distance and I have the equilibrium, right? Now what does it mean? Well, equilibrium means that the tension here, so this is my weight mg. I'm talking about per unit of length, so it's not infinite. Now tension of the lengths, again, you can consider that every meter has its own thread and they're all going in the same in the same line. So the whole wire is swinging on all these threads at each meter interval, okay? So it's per meter. And here we have this force. So these three vectors, tension, magnetic force of repelling and weight, these are supposed to be in equilibrium, right? Okay, so let's just do it in writing all these equations and we will come up with a solution, right? So first of all, if this is a tension and it's supposed to be directed this way and this way, right? We will represent the tension as vertical component and horizontal component. Now horizontal component is supposed to be balanced with F and vertical component is supposed to be balanced with my weight P, right? Don't pay attention to this, this is a short vector and this is a long one. Obviously it's just my drawing, but they are supposed to be of the same length to be in equilibrium, right? So my T times, okay, what is this vertical component? This is phi and this is phi as well. So this is T times cosine phi. That's equal to mg. Now T sine phi is equal to F. And what is F? F is mu zero times, we are putting exactly the same current in different directions, but the magnitude of the amperage is the same. So it's I square, right? I one and I two are equal to each other and that's I divided by two pi and the distance, the distance is the big one, B, which is also known. I mean initial distance we know, length we know, phi we know. So this is basically sufficient to determine I because what we have here is two equations with two unknowns. T is unknown and I is also unknown. Well, the best way is just to divide the second one by the first one and we will see, okay, let me get rid of this, so I have more space. We will have, if we will divide on the left, we will have tangent phi, sine divide by cosine and here we will have mu zero I square divided by two pi d and G, from which I square is equal to two pi d and G tangent phi divided by mu zero and finally I is equal to square root of this, which is equal to square root of two pi and G. D is D plus two L, what was it, sine phi and tangent phi divided by mu zero. So that's my final expression for I. So that's how you measure the strengths of the current in the units which we know, we know mass, we know acceleration of the free-falling. D is the distance, initial distance between the wires, L is the length of the wires, phi is the angle from the vertical when both wires are repelled each other and mu zero is a constant. So that was the problem, but in theory again I wanted you to immerse yourself in the situation of experimentator, experimentator, whatever. The physicists of a long time ago they were actually talking about how to measure this electricity sink which they have discovered and apparently they had to bring the new entity, the electricity back to the old ones, mechanical ones, like the force which they have already learned from the Newton's time, which is like 17th century. All right, that's it. I do suggest you to go to the website Unizor.com, go to this lecture, it has notes as every other lecture has notes, very detailed ones and this problem is obviously the solution to this problem is fully presented in the textual part of this lesson and good luck.


You've watched that coin flip nine times. Heads, tails, then heads again, then tails, tails, tails, tails, tails, tails, tails, and what's going to come up next? Tails has been having a pretty good run, so it must be another tails. Or are we due for another heads? There are patterns everywhere in the universe and our brain is very good at recognising them. Perhaps too good. You can readily see patterns that just aren't there. In truth, there is a 50% chance of heads and a 50% chance of tails after every toss. It doesn't matter what came before and luck doesn't come into it. At all. But it's hard to shake that feeling that there's a pattern in there somewhere if only we look hard enough. This is called the gambler's fallacy, an assumption that probability changes depending on past results. And this may explain why casinos make so much money. It's all a matter of probability, one of the more complicated forms of logic. In fact, it's so complicated that it was only a few centuries ago that some smart French chaps by the names of Pascal and de Fermat worked out much of the mathematics behind it. Our brains make it difficult for us to understand the logic and probability and lead us astray. We're wired to link the things we see as if they're related. For example, seeing a flash of lightning and hearing a boom of thunder makes it seem as if the thunder was caused by the lightning. And there are plenty of reasons to believe that's true. But what if you ate a hot dog and then got sick? Was it the hot dog? Or was it something else entirely? Menacing is full of such head-scratching questions. People take pills and feel better. But a lot of logic and probability is needed to determine whether the pills were truly responsible. Just because one thing follows another, even if it happens a few times, does not necessarily mean that they're linked. There could be other factors, or it could simply be coincidence. To know for sure, you have to test the circumstances again and again, looking for those other factors that could disprove the link. This reinforces confidence that your pattern is true. This is what science does. So while our brains see patterns, and this is often very useful, it takes science to prove that these patterns are real.