In scientific disciplines, a toy problem or a puzzlelike problem is a problem that is not of immediate scientific interest, yet is used as an expository device to illustrate a trait that may be shared by other, more complicated, instances of the problem, or as a way to explain a particular, more general, problem solving technique. A toy problem is useful to test and demonstrate methodologies. Researchers can use toy problems to compare the performance of different algorithms. They are also good for game designing. For instance, while engineering a large system, the large problem is often broken down into many smaller toy problems which have been well understood in detail. Often these problems distill a few important aspects of complicated problems so that they can be studied in isolation. Toy problems are thus often very useful in providing intuition about specific phenomena in more complicated problems. As an example, in the field of artificial intelligence, classical puzzles, games and problems are often used as toy problems. These include sliding-block puzzles, N-Queens problem, missionaries and cannibals problem, tic-tac-toe, chess, Tower of Hanoi and others.
Stability (learning theory)
Stability, also known as algorithmic stability, is a notion in computational learning theory of how a machine learning algorithm output is changed with small perturbations to its inputs. A stable learning algorithm is one for which the prediction does not change much when the training data is modified slightly. For instance, consider a machine learning algorithm that is being trained to recognize handwritten letters of the alphabet, using 1000 examples of handwritten letters and their labels ("A" to "Z") as a training set. One way to modify this training set is to leave out an example, so that only 999 examples of handwritten letters and their labels are available. A stable learning algorithm would produce a similar classifier with both the 1000-element and 999-element training sets. Stability can be studied for many types of learning problems, from language learning to inverse problems in physics and engineering, as it is a property of the learning process rather than the type of information being learned. The study of stability gained importance in computational learning theory in the 2000s when it was shown to have a connection with generalization. It was shown that for large classes of learning algorithms, notably empirical risk minimization algorithms, certain types of stability ensure good generalization. == History == A central goal in designing a machine learning system is to guarantee that the learning algorithm will generalize, or perform accurately on new examples after being trained on a finite number of them. In the 1990s, milestones were reached in obtaining generalization bounds for supervised learning algorithms. The technique historically used to prove generalization was to show that an algorithm was consistent, using the uniform convergence properties of empirical quantities to their means. This technique was used to obtain generalization bounds for the large class of empirical risk minimization (ERM) algorithms. An ERM algorithm is one that selects a solution from a hypothesis space H {\displaystyle H} in such a way to minimize the empirical error on a training set S {\displaystyle S} . A general result, proved by Vladimir Vapnik for an ERM binary classification algorithms, is that for any target function and input distribution, any hypothesis space H {\displaystyle H} with VC-dimension d {\displaystyle d} , and n {\displaystyle n} training examples, the algorithm is consistent and will produce a training error that is at most O ( d n ) {\displaystyle O\left({\sqrt {\frac {d}{n}}}\right)} (plus logarithmic factors) from the true error. The result was later extended to almost-ERM algorithms with function classes that do not have unique minimizers. Vapnik's work, using what became known as VC theory, established a relationship between generalization of a learning algorithm and properties of the hypothesis space H {\displaystyle H} of functions being learned. However, these results could not be applied to algorithms with hypothesis spaces of unbounded VC-dimension. Put another way, these results could not be applied when the information being learned had a complexity that was too large to measure. Some of the simplest machine learning algorithms—for instance, for regression—have hypothesis spaces with unbounded VC-dimension. Another example is language learning algorithms that can produce sentences of arbitrary length. Stability analysis was developed in the 2000s for computational learning theory and is an alternative method for obtaining generalization bounds. The stability of an algorithm is a property of the learning process, rather than a direct property of the hypothesis space H {\displaystyle H} , and it can be assessed in algorithms that have hypothesis spaces with unbounded or undefined VC-dimension such as nearest neighbor. A stable learning algorithm is one for which the learned function does not change much when the training set is slightly modified, for instance by leaving out an example. A measure of Leave one out error is used in a Cross Validation Leave One Out (CVloo) algorithm to evaluate a learning algorithm's stability with respect to the loss function. As such, stability analysis is the application of sensitivity analysis to machine learning. == Summary of classic results == Early 1900s - Stability in learning theory was earliest described in terms of continuity of the learning map L {\displaystyle L} , traced to Andrey Nikolayevich Tikhonov. 1979 - Devroye and Wagner observed that the leave-one-out behavior of an algorithm is related to its sensitivity to small changes in the sample. 1999 - Kearns and Ron discovered a connection between finite VC-dimension and stability. 2002 - In a landmark paper, Bousquet and Elisseeff proposed the notion of uniform hypothesis stability of a learning algorithm and showed that it implies low generalization error. Uniform hypothesis stability, however, is a strong condition that does not apply to large classes of algorithms, including ERM algorithms with a hypothesis space of only two functions. 2002 - Kutin and Niyogi extended Bousquet and Elisseeff's results by providing generalization bounds for several weaker forms of stability which they called almost-everywhere stability. Furthermore, they took an initial step in establishing the relationship between stability and consistency in ERM algorithms in the Probably Approximately Correct (PAC) setting. 2004 - Poggio et al. proved a general relationship between stability and ERM consistency. They proposed a statistical form of leave-one-out-stability which they called CVEEEloo stability, and showed that it is a) sufficient for generalization in bounded loss classes, and b) necessary and sufficient for consistency (and thus generalization) of ERM algorithms for certain loss functions such as the square loss, the absolute value and the binary classification loss. 2010 - Shalev Shwartz et al. noticed problems with the original results of Vapnik due to the complex relations between hypothesis space and loss class. They discuss stability notions that capture different loss classes and different types of learning, supervised and unsupervised. 2016 - Moritz Hardt et al. proved stability of gradient descent given certain assumption on the hypothesis and number of times each instance is used to update the model. == Preliminary definitions == We define several terms related to learning algorithms training sets, so that we can then define stability in multiple ways and present theorems from the field. A machine learning algorithm, also known as a learning map L {\displaystyle L} , maps a training data set, which is a set of labeled examples ( x , y ) {\displaystyle (x,y)} , onto a function f {\displaystyle f} from X {\displaystyle X} to Y {\displaystyle Y} , where X {\displaystyle X} and Y {\displaystyle Y} are in the same space of the training examples. The functions f {\displaystyle f} are selected from a hypothesis space of functions called H {\displaystyle H} . The training set from which an algorithm learns is defined as S = { z 1 = ( x 1 , y 1 ) , . . , z m = ( x m , y m ) } {\displaystyle S=\{z_{1}=(x_{1},\ y_{1})\ ,..,\ z_{m}=(x_{m},\ y_{m})\}} and is of size m {\displaystyle m} in Z = X × Y {\displaystyle Z=X\times Y} drawn i.i.d. from an unknown distribution D. Thus, the learning map L {\displaystyle L} is defined as a mapping from Z m {\displaystyle Z_{m}} into H {\displaystyle H} , mapping a training set S {\displaystyle S} onto a function f S {\displaystyle f_{S}} from X {\displaystyle X} to Y {\displaystyle Y} . Here, we consider only deterministic algorithms where L {\displaystyle L} is symmetric with respect to S {\displaystyle S} , i.e. it does not depend on the order of the elements in the training set. Furthermore, we assume that all functions are measurable and all sets are countable. The loss V {\displaystyle V} of a hypothesis f {\displaystyle f} with respect to an example z = ( x , y ) {\displaystyle z=(x,y)} is then defined as V ( f , z ) = V ( f ( x ) , y ) {\displaystyle V(f,z)=V(f(x),y)} . The empirical error of f {\displaystyle f} is I S [ f ] = 1 n ∑ V ( f , z i ) {\displaystyle I_{S}[f]={\frac {1}{n}}\sum V(f,z_{i})} . The true error of f {\displaystyle f} is I [ f ] = E z V ( f , z ) {\displaystyle I[f]=\mathbb {E} _{z}V(f,z)} Given a training set S of size m, we will build, for all i = 1....,m, modified training sets as follows: By removing the i-th element S | i = { z 1 , . . . , z i − 1 , z i + 1 , . . . , z m } {\displaystyle S^{|i}=\{z_{1},...,\ z_{i-1},\ z_{i+1},...,\ z_{m}\}} By replacing the i-th element S i = { z 1 , . . . , z i − 1 , z i ′ , z i + 1 , . . . , z m } {\displaystyle S^{i}=\{z_{1},...,\ z_{i-1},\ z_{i}',\ z_{i+1},...,\ z_{m}\}} == Definitions of stability == === Hypothesis Stability === An algorithm L {\displaystyle L} has hypothesis stability β with respect to the loss function V if the following holds: ∀ i ∈ { 1 , . . . , m } , E S , z [ | V ( f S , z ) − V ( f S |
Codebook
A codebook is a type of document used for gathering and storing cryptography codes. Originally, codebooks were often literally books, but today "codebook" is a byword for the complete record of a series of codes, regardless of physical format. == Cryptography == In cryptography, a codebook is a document used for implementing a code. A codebook contains a lookup table for coding and decoding; each word or phrase has one or more strings which replace it. To decipher messages written in code, corresponding copies of the codebook must be available at either end. The distribution and physical security of codebooks presents a special difficulty in the use of codes compared to the secret information used in ciphers, the key, which is typically much shorter. The United States National Security Agency documents sometimes use codebook to refer to block ciphers; compare their use of combiner-type algorithm to refer to stream ciphers. Codebooks come in two forms, one-part or two-part: In one-part codes, the plaintext words and phrases and the corresponding code words are in the same alphabetical order. They are organized similar to a standard dictionary. Such codes are half the size of two-part codes but are more vulnerable since an attacker who recovers some code word meanings can often infer the meaning of nearby code words. One-part codes may be used simply to shorten messages for transmission or have their security enhanced with superencryption methods, such as adding a secret number to numeric code words. In two-part codes, one part is for converting plaintext to ciphertext, the other for the opposite purpose. They are usually organized similarly to a language translation dictionary, with plaintext words (in the first part) and ciphertext words (in the second part) presented like dictionary headwords. The earliest known use of a codebook system was by Gabriele de Lavinde in 1379 working for the Antipope Clement VII. Two-part codebooks go back as least as far as Antoine Rossignol in the 1800s. From the 15th century until the middle of the 19th century, nomenclators (named after nomenclator) were the most used cryptographic method. Codebooks with superencryption were the most used cryptographic method of World War I. The JN-25 code used in World War II used a codebook of 30,000 code groups superencrypted with 30,000 random additives. The book used in a book cipher or the book used in a running key cipher can be any book shared by sender and receiver and is different from a cryptographic codebook. == Social sciences == In social sciences, a codebook is a document containing a list of the codes used in a set of data to refer to variables and their values, for example locations, occupations, or clinical diagnoses. == Data compression == Codebooks were also used in 19th- and 20th-century commercial codes for the non-cryptographic purpose of data compression. Codebooks are used in relation to precoding and beamforming in mobile networks such as 5G and LTE. The usage is standardized by 3GPP, for example in the document TS 38.331, NR; Radio Resource Control (RRC); Protocol specification.
Data marketplace
Data marketplace is an online platform for sharing and consuming data in the form of data assets or data products. Part of the data management stack, it aims to bring together data producers and data consumers (including business users and AI) in a single space, with the objective of increasing access to understandable, high-quality data. Included within its Data Marketplaces and Exchange (DME) category by Gartner, data marketplaces can provide data internally within an organization, externally with partners, or as open data. == Concept == Digitization has dramatically increased data volumes within organizations, with IDC predicting that by 2025 the world will contain 175 zettabytes of data. This has created a need to both manage this data and provide access to it to enable business intelligence and data analysis. However, data is often scattered within multiple systems (such as data warehouses and data lakes), and is in formats that are only understandable by technical experts, such as data scientists. According to IDC, 81% of IT leaders cite data silos as a major barrier to digital transformation. This means that data is not freely available to business users or external audiences such as partners or citizens, limiting its value, and holding back AI deployments. Data marketplaces solve this issue, providing seamless, self-service access to high-quality data in an understandable, secure and auditable manner. They break down data silos, reduce friction in data access, and enable a broader range of users, including non-technical profiles, to find, understand, and consume data autonomously. Data assets on the marketplace can be raw data, data visualizations or data products. Data marketplaces combine data management functions such as data governance with the user-friendly experience offered by e-commerce marketplaces in order to increase the usage of data. These include features such as powerful search engines, feedback, ratings, subscriptions and product description sheets. According to Gartner, data marketplaces provide infrastructure, transactional capabilities, and services for both consumers and providers of data assets. == History and timeline == Data marketplaces have evolved since they first emerged in terms of both their scope and usage. === 2000s === With the rise of the internet, data brokers began collecting, aggregating, distributing and selling personal, financial and marketing data to third parties online. Data marketplaces were deployed to monetize this data, making it discoverable and accessible to users, either through subscriptions or one-off purchases. At the same time, regulations, such as the US Open Government Initiative of 2009 and others around the world mandated greater transparency and data sharing with the public. Data sharing portals were created by public and government bodies to make this information available through self-service to all users. === 2010s === Due to the growth of big data and cloud platforms, cloud-based data exchange platforms emerged. These were offered by major infrastructure providers, and included Amazon Web Services (AWS) Data Exchange, Snowflake Data Marketplace, and the Google Cloud Platform. These platforms moved beyond simple data brokerage or open data by providing structured, catalogued data sharing between organizations. === 2020s === Driven by a need to increase internal data sharing with both business users and AI, organizations are now looking to adopt internal data marketplaces. These aim to democratize data consumption by providing seamless access for all employees and AI to trusted data, including data products, through an intuitive, e-commerce style experience. According to Gartner analyst Richa Jha, "by providing a single, governed platform for discovering, sharing, and scaling data products, data marketplaces drive productivity, collaboration, and ROI across the enterprise." == Data marketplaces within the overall data architecture == Data marketplaces provide a consumption and collaboration layer for data. That means they complement and integrate with other parts of the overall data architecture, including: === Data warehouses and data lakes === Data marketplaces connect to data sources, such as data warehouses or data lakes, to provide intuitive access to the data stored within them, enabling data to be shared and distributed to non-technical audiences. Access can be direct, with data and data products stored within the data marketplace or virtualized. === Data catalog === A data catalog provides a technical inventory of an organization's data estate. It collects technical information on all available data assets within an organization, based on metadata descriptions. This ensures traceability, and supports compliance and governance requirements. Unlike a data marketplace, a data catalog does not provide access to data, and is designed to be used by data professionals, rather than the business. This means it lacks an intuitive, understandable interface and is consequently not easily accessible by business users. === Data mesh === Data mesh is an architecture and framework for data management, first defined by Zhamak Dehghani in 2019. It aims to decentralize data ownership to delegate responsibility, empowering teams and focusing on delivering data to users in the form of self-service data products. The data marketplace is a central pillar of data mesh, providing intuitive access to these data products, and creating a collaboration space for data owners and data consumers. === Data product === Data products are high-value, consumable data assets that package high-quality data and associated tools to enable seamless usage by business users at scale. First defined by McKinsey in 2022, they have an identified owner, a service level agreement (SLA), and a reusability logic. == Core components of a data marketplace == A data marketplace typically includes specific core components: === E-commerce style interface === An e-commerce style experience that engages non-technical users, minimizes the need for training and builds confidence and trust in data. Look and feel should be customizable to incorporate corporate design guidelines to ensure consistency with other organizational applications. === Built-in data catalog === As in a standalone data catalog, this indexes all available data, based on metadata that includes type, source, owner, freshness, and quality level. === Discovery and search engine === This enables users to search, filter, explore and discover available data intuitively. As in an e-commerce marketplace, it should be intelligent, and provide relevant results based on natural language queries. === Access control and security management === Data marketplaces will contain data that needs to be protected under regulations such as the General Data Protection Regulation (GDPR) in Europe, the California Consumer Privacy Act (CCPA) in the United States, and sector-specific frameworks in industries such as finance and healthcare. To ensure both security and compliance while maximizing data consumption, the data marketplace should include granular access management and a full audit trail. === Semantic layer and business glossary === Different parts of the business are likely to use different terms to describe data. This leads to inconsistencies and an inability to share data across systems and teams. The semantic layer and business glossary standardize a shared vocabulary and common definitions of business indicators and concepts, providing a single language for data across the business and for AI agents. === Data governance mechanisms === These enforce corporate data governance policies, ensuring data traceability through data lineage, quality certification, usage monitoring, and continuous improvement through user feedback loops. === Collaboration features === As on an e-commerce website, a data marketplace should provide collaboration features that bring together data users and data owners. This includes the ability to rate data products, share use cases, and provide feedback to data owners, creating a community around data and supporting a data-driven culture. == Types of data marketplace == While they share the same underlying technology, data marketplaces can be deployed in three broad ways: === Internal data marketplaces === These bring together data from across an organization and make it available via self-service to employees from across the business. They aim to widen access to data and consequently to improve decision-making and reporting, increase performance and maximize efficiency. === Ecosystem data marketplaces === These extend sharing beyond a single organization, enabling multiple partners (public institutions, industry players, research bodies) to share and consume data within a governed framework. Data can be provided by all parties or simply by one organization and consumed by others. Ecosystem data marketplaces are particularly relevant in
Manufacturing Automation Protocol
Manufacturing Automation Protocol (MAP) was a computer network standard released in 1982 for interconnection of devices from multiple manufacturers. It was developed by General Motors to combat the proliferation of incompatible communications standards used by suppliers of automation products such as programmable controllers. By 1985 demonstrations of interoperability were carried out and 21 vendors offered MAP products. In 1986 the Boeing corporation merged its Technical Office Protocol with the MAP standard, and the combined standard was referred to as "MAP/TOP". The standard was revised several times between the first issue in 1982 and MAP 3.0 in 1987, with significant technical changes that made interoperation between different revisions of the standard difficult. Although promoted and used by manufacturers such as General Motors, Boeing, and others, it lost market share to the contemporary Ethernet standard and was not widely adopted. Difficulties included changing protocol specifications, the expense of MAP interface links, and the speed penalty of a token-passing network. The token bus network protocol used by MAP became standardized as IEEE standard 802.4 but this committee disbanded in 2004 due to lack of industry attention.
Single particle analysis
Single particle analysis is a group of related computerized image processing techniques used to analyze images from transmission electron microscopy (TEM). These methods were developed to improve and extend the information obtainable from TEM images of particulate samples, typically proteins or other large biological entities such as viruses. Individual images of stained or unstained particles are very noisy, making interpretation difficult. Combining several digitized images of similar particles together gives an image with stronger and more easily interpretable features. An extension of this technique uses single particle methods to build up a three-dimensional reconstruction of the particle. Using cryo-electron microscopy it has become possible to generate reconstructions with sub-nanometer, near-atomic resolution resolution first in the case of highly symmetric viruses, and now in smaller, asymmetric proteins as well. == Techniques == Single particle analysis can be done on both negatively stained and vitreous ice-embedded transmission electron cryomicroscopy (CryoTEM) samples. Single particle analysis methods are, in general, reliant on the sample being homogeneous, although techniques for dealing with conformational heterogeneity are being developed. Images (micrographs) are taken with an electron microscope using charged-coupled device (CCD) detectors coupled to a phosphorescent layer (in the past, they were instead collected on film and digitized using high-quality scanners). The image processing is carried out using specialized software programs, often run on multi-processor computer clusters. Depending on the sample or the desired results, various steps of two- or three-dimensional processing can be done. === Alignment and classification === Biological samples, and especially samples embedded in thin vitreous ice, are highly radiation sensitive, thus only low electron doses can be used to image the sample. This low dose, as well as variations in the metal stain used (if used) means images have high noise relative to the signal given by the particle being observed. By aligning several similar images to each other so they are in register and then averaging them, an image with higher signal-to-noise ratio can be obtained. As the noise is mostly randomly distributed and the underlying image features constant, by averaging the intensity of each pixel over several images only the constant features are reinforced. Typically, the optimal alignment (a translation and an in-plane rotation) to map one image onto another is calculated by cross-correlation. However, a micrograph often contains particles in multiple different orientations and/or conformations, and so to get more representative image averages, a method is required to group similar particle images together into multiple sets. This is normally carried out using one of several data analysis and image classification algorithms, such as multi-variate statistical analysis and hierarchical ascendant classification, or k-means clustering. Often data sets of tens of thousands of particle images are used, and to reach an optimal solution an iterative procedure of alignment and classification is used, whereby strong image averages produced by classification are used as reference images for a subsequent alignment of the whole data set. === Image filtering === Image filtering (band-pass filtering) is often used to reduce the influence of high and/or low spatial frequency information in the images, which can affect the results of the alignment and classification procedures. This is particularly useful in negative stain images. The algorithms make use of fast Fourier transforms (FFT), often employing Gaussian shaped soft-edged masks in reciprocal space to suppress certain frequency ranges. High-pass filters remove low spatial frequencies (such as ramp or gradient effects), leaving the higher frequencies intact. Low-pass filters remove high spatial frequency features and have a blurring effect on fine details. === Contrast transfer function === Due to the nature of image formation in the electron microscope, bright-field TEM images are obtained using significant underfocus. This, along with features inherent in the microscope's lens system, creates blurring of the collected images visible as a point spread function. The combined effects of the imaging conditions are known as the contrast transfer function (CTF), and can be approximated mathematically as a function in reciprocal space. Specialized image processing techniques such as phase flipping and amplitude correction / Wiener filtering can (at least partially) correct for the CTF, and allow high resolution reconstructions. === Three-dimensional reconstruction === Transmission electron microscopy images are projections of the object showing the distribution of density through the object, similar to medical X-rays. By making use of the projection-slice theorem a three-dimensional reconstruction of the object can be generated by combining many images (2D projections) of the object taken from a range of viewing angles. Proteins in vitreous ice ideally adopt a random distribution of orientations (or viewing angles), allowing a fairly isotropic reconstruction if a large number of particle images are used. This contrasts with electron tomography, where the viewing angles are limited due to the geometry of the sample/imaging set up, giving an anisotropic reconstruction. Filtered back projection is a commonly used method of generating 3D reconstructions in single particle analysis, although many alternative algorithms exist. Before a reconstruction can be made, the orientation of the object in each image needs to be estimated. Several methods have been developed to work out the relative Euler angles of each image. Some are based on common lines (common 1D projections and sinograms), others use iterative projection matching algorithms. The latter works by beginning with a simple, low resolution 3D starting model and compares the experimental images to projections of the model and creates a new 3D to bootstrap towards a solution. Methods are also available for making 3D reconstructions of helical samples (such as tobacco mosaic virus), taking advantage of the inherent helical symmetry. Both real space methods (treating sections of the helix as single particles) and reciprocal space methods (using diffraction patterns) can be used for these samples. === Tilt methods === The specimen stage of the microscope can be tilted (typically along a single axis), allowing the single particle technique known as random conical tilt. An area of the specimen is imaged at both zero and at high angle (~60-70 degrees) tilts, or in the case of the related method of orthogonal tilt reconstruction, +45 and −45 degrees. Pairs of particles corresponding to the same object at two different tilts (tilt pairs) are selected, and by following the parameters used in subsequent alignment and classification steps a three-dimensional reconstruction can be generated relatively easily. This is because the viewing angle (defined as three Euler angles) of each particle is known from the tilt geometry. 3D reconstructions from random conical tilt suffer from missing information resulting from a restricted range of orientations. Known as the missing cone (due to the shape in reciprocal space), this causes distortions in the 3D maps. However, the missing cone problem can often be overcome by combining several tilt reconstructions. Tilt methods are best suited to negatively stained samples, and can be used for particles that adsorb to the carbon support film in preferred orientations. The phenomenon known as charging or beam-induced movement makes collecting high-tilt images of samples in vitreous ice challenging. === Map visualization and fitting === Various software programs are available that allow viewing the 3D maps. These often enable the user to manually dock in protein coordinates (structures from X-ray crystallography, NMR, or a computational model such as one found in the AlphaFold Protein Structure Database) of subunits into the electron density. Several programs can also fit subunits computationally; as of the 2020s using these programs tend to produce better accuracy than manual docking because they can perform labor-intensive tasks such as: The scale of SPA-derived maps depends on knowing the pixel size (angstorms per pixel), which is not always accurate. Programs can automatically correct for this difference by using coordinate data or by using knowledge of chemical bonds. Many proteins are made up of several roughly rigid protein domains linked by flexible parts. Pre-existing coordinate data, whether experimental or computational, may not exactly match the inter-domain positioning of the cyro-EM map. Modern programs can automatically "chop" pre-existing coordinate data into individual domains and fit them in individually. For higher-resolution structures, it is pos
Influencer
An influencer is an individual who has the capacity to shape the attitudes, behavior, or decisions of others through authority, knowledge, position, or the nature of the relationship with the audience. The term is used in various fields such as media, business, politics, religion, and communication, referring to influencers such as social media influencers, podcasters, public speakers, religious influencers, writers, and newsletter writers etc who have dedicated followings in various areas. One writer defines influencers as "a range of third parties who exercise influence over the organization and its potential customers." Another writer defines an influencer as a "third party who significantly shapes the customer's purchasing decision but may never be accountable for it." According to another writer, influencers are "well-connected, create an impact, have active minds, and are trendsetters". Just because a person has many followers does not necessarily mean they have much influence over those people. In contemporary usage, the term frequently refers to a social media influencer, (also known as an online influencer or simply influencer) a person who builds a grassroots online presence through engaging content such as photos, videos, and updates. This is done by using direct audience interaction to establish authenticity, expertise, and appeal, and by standing apart from traditional celebrities by growing their platform through social media rather than pre-existing fame. The modern referent of the term is commonly a paid role in which a business entity pays for the social media influence-for-hire activity to promote its products and services, known as influencer marketing. A 1% increase in spending on influencer marketing can lead to a 0.5% increase in audience engagement. As such, an influencer effectively acts as a modern salesperson or a marketer. Types of influencers include fashion influencer, travel influencer, and virtual influencer, and they involve content creators and streamers. Some influencers are associated primarily with specific social media apps such as TikTok, Instagram, or Pinterest; many influencers are also considered internet celebrities. As of 2023, Instagram is the social media platform businesses spend the most advertising money towards marketing with influencers. However, influencers can have an impact on any social media network. == History == === Origins === The word influencer in its general sense of a person or thing that exerts influence, is attested in historical sources at least since the 17th century. The Oxford English Dictionary (OED) gives 1664 as the earliest example of usage and cites a sentence from Henry More's A Modest Enquiry into the Mystery of Iniquity: "The head and influencer of the whole Church". The origins of online influencing can be traced back to the emergence of digital blogs and platforms in the early 2000s. Nevertheless, recent studies demonstrate that Instagram, an application with more than one billion users, harbors the majority of the influencer demographic. These individuals are sometimes referred to as "Instagrammers" or "Instafamous". A crucial aspect of influencing is their association with sponsors. The 2015 debut of Vamp, a company that links influencers with sponsorships, transformed the landscape of influencing. There is much debate about whether social media influencers can be considered celebrities, as their path to fame is often less traditional and arguably easier. Melody Nouri addressed the differences between the two types in her article "The Power of Influence: Traditional Celebrities vs Social Media Influencer". Nouri asserts that social media platforms have a greater negative impact on young, impressionable audiences in comparison with traditional media such as magazines, billboards, advertisements, and tabloids featuring celebrities. Online, it is thought to be simpler to manipulate an image and lifestyle in such a way that viewers are more susceptible to believing it. One theory considers the former American First Lady Eleanor Roosevelt (1884–1962) to be the "original media influencer." While she achieved celebrity in her role as First Lady, she built a global personal brand as a wise, informative, trustworthy American woman. Her voice was her own, unrestricted by political advisors and powerful men, and with it, Roosevelt exerted unprecedented social and cultural influence in radio, print, public speaking, film, and television until she died. In one notable example, it may have been Roosevelt's television support of John F. Kennedy which nudged his "hairline victory" during the 1960 Presidential campaign. In another example, David Ogilvy paid Roosevelt more than a quarter of a million dollars in today's currency to make a TV commercial for Good Luck margarine (1959), in which Roosevelt also managed to mention world hunger. As a content creator, she wrote My Day, a popular daily newspaper column that ran nationwide for twenty-six years. Like a social media post, My Day covered all aspects of her life, and in it Roosevelt often recommended movies, books, and products that she admired. Roosevelt also had a hand in designing all three of her public affairs television shows. Unlike contemporary influencers, she was less motivated by a pay-to-play situation than by a desire to educate and inspire; but she did use her influence to benefit the entertainment industry careers of her children, and she welcomed the revenue that her influence bought, most of which was donated to charity. === 2000s === The early 2000s showed corporate endeavors to leverage the internet for influence, with some companies participating in forums for promotions or providing bloggers with complimentary products in return for favorable reviews. A few of these practices were viewed as unethical for taking advantage of the labor of young individuals without providing remuneration. In 2004, The Blogstar Network was established by Ted Murphy of MindComet. Bloggers were encouraged to join an email list and receive remunerated offers from corporations in exchange for creating specific posts. For instance, bloggers were compensated for writing reviews of fast-food meals on their blogs. Blogstar is widely regarded as the first influencer marketing network. Murphy succeeded Blogstar with PayPerPost, which was introduced in 2006. This platform compensated significant posters on prominent forums and social media platforms for every post made about a corporate product. Payment rates were determined by the influencer's status. Though very popular, PayPerPost, received a great deal of criticism as these influencers were not required to disclose their involvement with PayPerPost as traditional journalism would have. With the success of PayPerPost, the public became aware that there was a drive for corporate interests to influence what some people were posting to these sites. The platform also incentivized other firms to establish comparable programs. Despite concerns, marketing networks with influencers continued to grow throughout the 2000s and into the 2010s. The influencer marketing industry was worth as much as $8 billion in 2019, according to estimates from Business Insider Intelligence, which are based on Mediakix data. Evan Asano, the Former CEO and founder of the agency Mediakix, previously spoke with Business Insider and said he believed influencer marketing on Instagram would continue to grow despite likes being hidden. === 2010s === By the 2010s, the term "influencer" described digital content creators with a large following, distinctive brand persona, and a patterned relationship with commercial sponsors. By this period, influencer marketing had become a widely researched field globally, with systematic reviews drawing on hundreds of studies that documented the growing role of authenticity, audience engagement, and parasocial relationships in shaping how consumers responded to influencer content across different markets. During this period, influencer culture also developed through distinct channels outside Western markets. In South Korea, the global spread of Korean pop culture, also called K-Pop, through platforms such as YouTube, Facebook, and Twitter gave rise to what scholars have called 'Hallyu 2.0' or the 'New Korean Wave', where fans throughout Southeast Asia, North America, Latin America, and Europe shared, subtitled, and redistributed Korean music and film content on a large scale. This helped Korean entertainers to build substantial followings internationally. Consumers often mistakenly view celebrities as reliable, leading to trust and confidence in the products being promoted. A 2001 study from Rutgers University discovered that individuals were using "internet forums as influential sources of consumer information." The study proposes that consumers preferred internet forums and social media when making purchasing decisions over conventional advertising and print sources. An in