Contract advertising System-contract advertising system

Contract Advertising System Direct Media purchase

Contract advertising English is agreement-based advertising, which is a contract-based (agreement) business model, and you will see that it is quite different from the network and exchange behind. At present, the main thing is to understand the problem of contract advertising to solve, the specific technology can be understood.

The traditional way of buying advertising media is called direct media buy, which is a simple way to buy, such as a magazine may have a few ad positions, such as inside front cover page, back cover page, advertisers can directly buy these ads, this way without any technical elements. In this way of operation,Supply has an ad scheduling system, ad scheduling system is relatively simple, for the purchase of the ad bit, as well as the corresponding time of the ad schedule. It does not provide audience orientation, it inserts the creative material directly into the page when it is displayed, so that the ad is loaded as a static resource, and its response time is shorter, so the sooner the user sees the ad, the better the effect. The representative company of this way is 4 A. Demand side, that is, the advertising agency to do is two things:1. Help advertisers plan and execute scheduling,2. Use experience and labor to meet advertisers ' quality and quantity requirements. For example, the BMW company to reach how many users this year, through what media Reach,4 a company will help BMW to do a good job, and analysis in which media, where the placement of advertising, can achieve the effect. Because there is no technical element, it is to rely on experience and manual way to complete. But surprisingly, many brand ads in China are still being carried out in the same way.

Secured Delivery and advertising

        online advertising is a mainstream approach is secured delivery (yahoo!, its logic is this: the earliest open out an ad bit, every once in a while to increase the price of this ad bit, but up to a certain price, it is difficult to rise again, it will be the traffic of advertising bit apart, such as the male user traffic and female user traffic, such as an overall sale of a advertising position may be worth 10,000, but the male user traffic may be up to sell 7000, female user traffic assumed value $6000, then the total price is 13000, than the overall sale of the price quantity) and the quality (gd ads, the amount is clearly stated in the contract, such as if the contract is written to the Californian male users 1 million times the display, is the need for advertising platform based on the amount of unfinished more compensation.

gd is a quantity-first-to-quality method of sales, followed by adnetwork and gd, such as advertising 0.5 to buy California male user traffic, The system will only assign to you when your bid is the highest among all competitors, so there is no way to guarantee the traffic that is provided to you. gd ads are used thousands of display pay (cpm) way to settle, mostly brand advertisers use gd, the number of advertisers is not many, yahoo! is also only 1000~2000 advertisers, but these advertisers are signed large orders, it is the most important market shape of contract advertising.

Unlike the previously mentioned way of statically inserting a page,GD advertising is adecision to show an ad on an ad server. Audience orientation,Ctr Forecast, Traffic forecast is the basis of GD advertising machine. GD systems often want to help advertisers do some optimization, for example, some advertisers buy California male users, some advertisers buy the financial type of users, such as a user is a California male financial users, when the user visits, theAd Server will determine the display of what ads. the criteria of Ad Server is to want each user to meet a number of contracts to the appropriate advertisers, so that each advertiser's best effect, here compared to Adnetwork has a difficulty is that GD must meet the contract signed to The Advertiser's traffic.

Contract advertising system is the main module, the front of the chart is based on the auction ad system diagram, so it to describe the contract advertising system is very inappropriate, so we take it a little reference.

It has a retrieval part, and theretrieval part is the existence of each system. ranking part, it may not be the real ranking, there may be a Ctr forecast. The part that is not drawn is the forecasting on Hadoop, which is very important to the actual GD system, and it works with the Online allocation template. Anti-cheating and pricing This is a must-have module. And the Real time index concept is different, in the contract advertising system, it is used to the traffic feedback.

Contract advertising System-contract advertising system