Basic process and algorithm for DSP delivery

basic process and algorithm for DSP delivery

When the DSP is running, it usually follows the following process:

Step 1: identify the User:

The DSP system usually places a checkpoint at the time of the ad display , This allows Internet users to visit advertisers ' websites for the first time,Plant The a cookieso that the DSP can track the behavior of the Netizen on The Advertiser's website.Data . The DSP will also The Media and third-party DMP to work on Cookie Mappingso that the user can be identified before the auction.

Step 2: Audience Selection :

every campaign for advertisers ,develop a model thatthe model acts as a conversion behavior on The Advertiser's website (conversions can be registered, clicked, purchased, downloadedwaitUser is a positive example, and no conversion behavior occurs for the user as a negative example. After the model is established, the conversion probability p (c | u) is estimated for all users, that is, the probability that the user u has a conversion behavior on The Advertiser's website (c indicates Conversion), remove most of the users with very small conversion probability, the target users according to the conversion probability of high and low points to different delivery plans. This way we find a lot of target users for each activity, and these users are placed on different delivery schedule depending on their quality.

Step 3: make a real-time bid:

   when ADX(Ad Exchange) When the request is sent,the DSP will get the following information: Current ad bit information, the current user's cookie and Terminal Information . the DSP needs to be within a specified time (usually within 100ms ), based on the analysis of the current user, and combined with the current ad bit, according to their own bidding algorithm, To decide if you want to buy this show, which compaign ads to run, how much to bid (bidding), and to ad  Exchange returns bid information? If the DSP is not responding over time, the Exchange default DSP discards this bid.

Step 4: Show ads:

If you win the opportunity to show, you The DSP returns the idea, and the user sees the idea in that ad bit.

Step 5: track Conversions :

DSP in the Advertiser's website buried a point, you can know whether the user in the show after the conversion behavior. According to these data, the conversion rate, the average cost of each conversion and other indicators, aggregated into a report to The Advertiser

DSP Audience Selection algorithm:

1. Low-level model: the role of the models is to make primaries. All users who have a conversion behavior on the advertiser site corresponding to the activity as a positive example, other users as negative examples. The model features only one category, which is the URL visited by the user history . Using linear method to reduce the influence of dimension

2. High-level model: The function of this module is to select. Model samples and low-level models , features are not limited to the user visited the URL, can be the user's various mining property tags, including the explanatory classification tags, non-explanatory clustering, and advertising main site associated features. The way to label users

DSP Bidding algorithm

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Basic process and algorithm for DSP delivery