Daily Tech Snippet: Monday, July 27

• Archived snippets are here, and MP3 versions are here

• Yelp Cries Foul at Google’s Mobile App Ad Declaration: Those ads that splash on your phone, nudging you to install an app? You know the ones. Earlier this week, Google released an internal study showing that these app download “interstitials” were not merely obnoxious but ineffective, hindering the intended goal of encouraging app installation. Google said it was retiring them and asked the mobile Internet to do the same. Some were pleased. Some were not. Firmly in the latter camp is Jeremy Stoppelman, Yelp CEO and frequent Google sparring partner. On Friday, he pointed to the study and cried hypocrite. Here’s the background: Google’s test paired the full-page ads against subtler banner promotions on mobile websites. Nine percent of mobile users tapped through to the app from the first ads, while 69 percent ran away from the site. With the second version, Google reported an uptick of 17 percent in traffic to the app. Innocuous enough. But Stoppelman is not just accusing Google of a double standard (running its own app ads while nixing others). Behind his beef is the suspicion, percolating in the mobile industry now, that Google is trying to replicate its Web search position with apps. In the past year, Google has pushed aggressively to index the entirety of the app world, while positioning itself, through deep-linking features like the upcoming Now on Tap, as the facilitator. And with Google as facilitator, that leaves less room for other app go-betweens, a la Yelp. It doesn’t help Google’s case here that the interstitial study relied on its own Google+ social app, a Google application that, to be kind, is not terribly in demand.


• Using Algorithms to Determine Character: A company in Palo Alto, Calif., called Upstart has over the last 15 months lent $135 million to people with mostly negligible credit ratings. Typically, they are recent graduates without mortgages, car payments or credit card settlements. Those are among the things that normally earn a good or bad credit score, but these people haven’t been in the working world that long. So Upstart looks at their SAT scores, what colleges they attended, their majors and their grade-point averages. As much as job prospects, the company is assessing personality. “If you take two people with the same job and circumstances, like whether they have kids, five years later the one who had the higher G.P.A. is more likely to pay a debt,” said Paul Gu, Upstart’s co-founder and head of product. “It’s not whether you can pay. It’s a question of how important you see your obligation.” The idea, validated by data, is that people who did things like double-checking the homework or studying extra in case there was a pop quiz are thorough and likely to honor their debts. Analytics, meet judgment of people. “I guess you could call it character, though we haven’t used that label,” said Mr. Gu, who is 24. The same personality dynamic holds for people go to great schools or have top grades. Douglas Merrill, the founder and chief executive of ZestFinance, is a former Google executive whose company writes loans to subprime borrowers through nonstandard data signals. One signal is whether someone has ever given up a prepaid wireless phone number. Where housing is often uncertain, those numbers are a more reliable way to find you than addresses; giving one up may indicate you are willing (or have been forced) to disappear from family or potential employers. That is a bad sign. Zest recently branched into “near prime” borrowers, who have either fallen from the prime category or risen from subprime. The question is why these people have changed categories, and Zest tries to figure out if a potentially reliable borrower has had some temporary bad luck, like a one-time medical expense. “‘Character’ is a loaded term, but there is an important difference between ability to pay and willingness to pay,” said Mr. Merrill. “If all you look at is financial transactions, it’s hard to say much about willingness.”


• Facebook and Other Tech Giants Expand Internet Access in Africa: Africa has become a hotbed of experimentation by big American technology companies as well as local start-ups. In addition to Facebook’s efforts, which included developing a Swahili language version of Facebook, Google, Microsoft and IBM have all been promoting tech projects on the continent. Google, for example, has built a high-speed, fiber-optic Internet network in Kampala, Uganda. But unlike the similar Google Fiber project in major American cities, Google doesn’t offer the service, called Project Link, directly to Ugandans but instead sells access cheap on a wholesale basis to local Internet providers. The result was a sharp drop in the price of Internet access in Kampala as new entrants competed with the traditional carriers to offer services. Microsoft has been supporting various projects to transmit Internet signals via “white spaces,” which are basically unused portions of the television broadcast spectrum. On Friday, the company announced that it was working with the United States government’s Overseas Private Investment Corporation to provide financing to Mawingu Networks to build solar-powered Internet access stations across rural Kenya using white spaces technology. And IBM said on Saturday that it would begin a formal program to assist entrepreneurs in Nairobi’s iHub innovation and collaboration space. And Africa seems to have brought a bit of kumbaya to the traditional tech rivals. “It’s the one place where I have seen Microsoft and Google and Facebook as allies,”


• Facebook partnership a boon for video technology firm Bidalgo: Facebook marketing partner Bidalgo targets a tripling in sales in 2015 as its new technology to automate the process of making personalized online video advertising benefits from Facebook's growing share of the video market. Facebook is becoming a leader in the video market as users prefer to watch video ads over static images, said Peleg Israeli, general manager of Bidalgo's Israeli operations. Videos are expensive to make and an advertiser usually makes only one or two versions. The Bidalgo executive said his company's technology, called ADaptation, can automatically turn one video into as many versions as needed, so that targeted audiences will see images they respond to most. For example, a German audience might see a German flag in one video while users in France will see their flag. Automated videos will give Facebook an advantage over Google's YouTube, as Facebook's core technology can identify users "in the most accurate way". U.S.-Israeli Bidalgo's technology targets mobile app and game developers, who have been quick to adopt mobile advertising. Clients include online gaming firm 888 Holdings and Zynga. Bidalgo, which has 40 employees, has been profitable for about a year, with a target of $100 million in sales this year, Israeli said. It competes with San Francisco-based Ampush and Boston-based Nanigans. Companies wishing to advertise on Facebook must bid for users that they wish to see their advertising. Bidalgo's algorithms test an ad against multiple audiences to understand which segments are relevant and what is the right price the advertiser should offer.