Cookie Mapping Technology

cookie mapping technology in RTB bidding

First, by some key words to explain the popularity or review the background, ADX:AD exchange abbreviation. Typically referred to as the ad Exchange Platform Module Dmp:data Management platform. DMP stores the various characteristics of traffic and audiences. Dsp:demand Side platform for short. Can be regarded as the buyer of traffic, for the Advertiser service. Advertisers can buy traffic through the DSP, to achieve the purpose of marketing. The DSP can access ad exchange, participate in CPM bidding, purchase the audience traffic required. Ssp:supply Side platform for short. Can be regarded as the provider of traffic, for the site Master service. The website owner can realize its traffic monetization through SSP to achieve the purpose of traffic monetization. The cookie MAPPING:DSP provides a platform cookie to the DSP cookie mapping service.What exactly is a cookie mapping in RTB.   First of all, to clarify the importance of cookies, RTB allows the DSP on the ad Exchange platform to do transactions, in the access to AD exchange traffic exposure, for each PV, each user's attributes for analysis and bidding, so as to purchase the highest ROI traffic, So the core of RTB is "people", which is the analysis technology of the crowd.   on the internet about netizens as an entity must have a unique identity, this logo must rely on cookies, the production of the logo is generally "kind of cookie" technology. For example, to access neoremind.net, you can sowing a userid=abc123 cookie in Neoremind.net, the Netizen's ID is ABC123, and the website subdomain, For example, Test.neoremind.net can also share the use of this cookie. The UserID is mixed with the user ID below to represent the same concept.   like Baidu, Google, Taobao and other large stations, its own ad network coverage, coupled with its own crowd analysis technology, will accumulate a large number of users of the user's characteristics of data, which means that its own is a DMP, The analysis of the visitor characteristic data is very important for the DSP to decide whether to purchase traffic, and of course the DSP can use its own technology or the data of the third-party DMP platform to analyze the user flexibly. And its definition of the Netizen entity also relies on the cookie, for example Baidu domain under the cookie Baiduid is Baidu uses the logo. The logo itself is an important part of each company's data and is therefore never exposed to third parties.   In an important part of RTB-bidding, bid request typically contains a visitor ID provided by the AD Exchange platform, which can be interpreted as a cookie similar to UserID, but will never be ad The ID of the Exchange system, usually using the non-reversible encryption algorithm to do a hash and then to the DSP, after the encrypted userid we call the UserID '. And the DSP generally need to target the various dimension data in bid request, including PV information, user characteristic information, advertisement bit information and so on decide whether to buy this exposure, and now popular "re-marketing (retargeting)" Technology must rely on user identification, So the UserID ' is required by the DSP, and the DSP needs to maintain a userid ' matching table, which is a mapping of the UserID ' with its own defined user identity.    General Cookie mapping how to implement. 1) Ad Exchange server generates a cookie mapping URL in the ad JS code returned to the browser, placing the URL in an IMG tag. For example, the code in Google Ad Exchange is as follows,

When the ad is displayed, the URL is sent to the cookie mapping server, which is cm.g.doubleclick.net request. 2) Cookie Mapping Server acquires the cookie mapping URL (assumed to be ad.network.com) and token, which is set by the DSP in the system via Google_nid, and from the HTTP The header gets a cookie in the field, such as Goolelid, Gooleid and token are hashed after the Google_gid, and finally returns a 302 redirect request to the following place,

Http://ad.network.com/pixel?google_gid=dGhpcyBpcyBhbiBleGFtGxl&google_cver=1&extra1=xx&extra2=yy

3) The DSP system will receive the 302 request and record the Google_gid to maintain its own matching table.     4) Finally, the DSP server returns a blank 1x1 pixel image, type its own cookie, so that it maps its own cookie with Google's cookie link. The architecture of this process is shown below,   a concrete story.   Liching All Cookies In addition to the cache. She then visited the homepage of examplenews.com.   The entire process is described below:   examplenews.com will display and call  ad exchange  's ads. Ad units are eligible for dynamic allocation, so ad Exchange makes call out, that is, sending bid request to each DSP. A DSP returns bid response to Ad Exchange,ad Exchange to judge a DSP to win the bid. Ad Exchange put a DSP ad on Xiao Li and set her Cookie. The browser calls Google's Cookie mapping service. The cookie mapping service reads the cookie from Li and transmits the redirect with the USERID ' to the cookie mapping URL set by the A DSP. A DSP generates a cookie and stores this cookie in its matching table in the location corresponding to the USERID ' of Xiaoli '. A DSP places its Cookie in the browser of Xiao Li and provides a blank 1x1 pixel in the response.   Flow chart below,   2nd case: buyer and  ad Exchange   One weeks later, Xiao Li visited examplenews.com again. Now, Li's computer contains both the buyer and  ad Exchange cookie, and we'll see how the matching function works.   Li will see the page, and the HTML code will include a call to Google to request an ad. During the ad auction, ad Exchange makes a call request to the real-time bid partner A DSP to choose whether to bid on the display. The buyer receives an ad call containing display information and USERID '. A DSP looks for the USERID ' in its matching table to find the Cookie created a week ago. Ad Exchange, based on the information it has, makes a call out,a DSP with its interests to take advantage of the information associated with its Cookie to bid on the display and win the opportunity.