Friday, September 28, 2007

Fusion-io's ioDrive puts power of a SAN on a PCIe card

In a recent demonstration at DEMOFall '07, Fusion-io showed off its newest PCIe device, which reportedly "places the power of a SAN (storage area network) in the palm of your hand." Essentially, this single device boasts up to 640GB of storage capacity, delivers 100,000 IOPS (input / output per second) and can achieve sustained data rates of 800Mb/sec (read) and 600Mb/sec (write)." In marketing terms, the ioDrive can perform "nearly a thousand times faster than any existing disk drive," and it can reportedly be integrated into existing data centers or workstations without any alterations to your infrastructure. Next quarter, the outfit will begin shipping the card in 40GB, 80GB, 160GB and 320GB configurations (with the 640GB flavor to follow suit), but unfortunately, official prices have not yet been divulged. Oh, and be sure to check out a video of the ioDrive's unveiling here. [Via TGDaily]

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Thursday, September 27, 2007

MAGNETIC REFRIGERATOR NEEDS NO ELECTRICITY

Scientists at the Technical University of Denmark have created a refrigerator that cools using magnets instead of electricity


Edited September 17, 2007

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Utilities: Automatically Refresh Any Web Page with Page Reboot

pagereboot.png
Keep an eye on that eBay auction in its closing minutes automatically with Page Reboot, a web service that refreshes a given web site every 30 seconds (or any interval you set). Similar to the ReloadEvery Firefox extension, drop the URL into Page Reboot's refresh box, set the refresh interval (in seconds) and go. A bookmarklet version is also available.

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Out-of-Context Ads Prove Effective

Augustine: it's not that the "out-of-context" ads are effective; it's more like it is no less effective than ads placed in-context because both kinds are ineffective. When users want to find something, they will look for it. Any other time, they will ignore it. So no matter where the ad is placed, dismally low click rates will still be observed.


Source: http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003647231

September 27, 2007
By Brian Morrissey

Yahoo! and MediaVest studied a group of consumers passionate about a particular subject area. Out-of-context ads proved about as effective as in-context placements.
NEW YORK New research casts doubt on the long-held belief that advertising is most effective when placed near content related to the product.

Yahoo! and MediaVest recently studied a group of consumers passionate about a particular subject area. Product ads displayed out of context had roughly the same impact on brand preference as identical placements shown next to related content.

Yahoo! asked self-identified food lovers to rate various brands, including the single-serve gourmet coffee product Tassimo. Brand affinity increased 26 percent among those shown the ad on a Yahoo! Food page, and 21 percent among those shown the same ad on a Yahoo! News page.

While the finding was a small part of a wide-ranging study, it suggests some softness in the long-held belief that ads shown in context are more valuable than those seen out of context.

This becomes a key issue moving forward: With new targeting tools, it is easier than ever to find specific audiences, such as foodies, wherever they are online, rather than only on food-related sites.

"Targeting the right people is more important than the content," said Jim Kite, president of connections research and analytics at MediaVest, part of Publicis Groupe.

The study supports earlier research by behavioral targeting companies like Tacoda and Blue Lithium. A Tacoda study in late 2005 found that users actually noticed out-of-context placements based on behaviors more than in-context placements. And according to an Oct. 2006 study by Blue Lithium, out-of-context, behaviorally targeted ads yielded higher conversion rates, though fewer clicks.

The findings should lift the spirits of companies like Yahoo! and AOL that are busily reinventing themselves, relying on their ad networks to give them added reach. Yahoo! has inked a deal to buy Blue Lithium; Tacoda is now part of AOL. With their portal sites serving as gateways, both companies hope to use their network assets to target ads to people with specific interests once they leave the portals for other online destinations.

For the most part, in-context ad placements are priced higher than those shown out-of-context with targeting information.

The study is notable because it gauged the most valuable customers: those passionate enough about subjects to spread messages—including brand messages—among their peers.

The study estimates that, depending on the category, 17-31 percent fall into the hyper-engaged consumer category dubbed, "Passionistas." Fifty-two percent are more likely than average consumers to recommend a product. It's no surprise that ads imparting some knowledge and/or added value on subjects of interest were found to have the greatest appeal.

"If a brand aligns with a passion, it doesn't matter where the audience is," said Edwin Wong, director of consumer insights at Yahoo!.

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Useful Modding: Scientists Hack CD Player, Transform It into Lab Scanner

dn12688-1_400.jpgWhen researchers at the Universidad Politécnica de Valencia needed a lab scanner, but didn't have the cash to pay for it, they didn't panic. Instead, Angel Maqueira and his colleagues bought a bog-standard CD player &mdash and hacked it, saving themselves a potential $70,000 in the process.


By soldering two additional light sensors inside the CD player, and then using software, the researchers were able to control how the device "played" a disk. The substance to be analyzed (in this case, the team was trying to detect traces of three different pesticides in various samples) was then placed on a normal compact disc, and inserted into the machine.

While the first light sensor identified where the sample was on the disc, using black marks on the edge of the disc, the second analyzed the sample itself, measuring the amount of laser light that was able to pass through the disk. Normally, discs reflect around 30 percent of the laser beam onto the reading head, while the rest passes through.

The sample, half a millimeter in size, was treated to produce dye or silver that was inversely proportional to the amount of pesticide in the sample. Using the modded CD player, they could detect pesticide levels as low as 0.02 micrograms per liter just by seeing how much laser light passed through the disc to the second sensor.

While it may not be as accurate as genuine lab sensors, which can cost between $42,000 and $85,000, the hacked CD player is accurate enough for many laboratory tasks &mdash some experts think the cheap and cheerful device would work wonders in developing countries, helping the fight against malaria, for instance. And the shorter wavelength lasers of Blu-ray and HD DVD technology will make the process even easier. [New Scientist]

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