Summary of online advertisement for calculating advertisement reading notes

Source: Internet
Author: User

Last weekend, I finally got the new book "Computational Advertising" by Liu Peng, who was interested in the book's Audience orientation and CTR prediction techniques. However, to gain a deeper understanding of both technologies and their application scenarios, you must have an understanding of the background knowledge involved in the online advertising space. So I made a simple arrangement about the concepts and terminology in the book.

1. Definition of Advertisement

William F.arens's definition in contemporary advertising is that advertising is a product (commodity, service, and opinion) carried out by a determined funder through a variety of media, usually paid, organized, integrated, and persuasive non-personnel information dissemination activities.

2. Advertising participants

demand Side (demand): The Investor (sponsor)in the definition of the advertisement, which can be the Advertiser (Advertiser)and the Agent (Agency) representing The advertiser's interests or other technical forms of the buyer.

Supply side (supply): Can be the media (medium), can also be other technical forms of the Platform for the monetization.

audience (audience): That is, the advertising of the vast number of users.

The interest game relationship between the investors, the media and the audience is always the main line of the advertising activity, which will run through the whole evolution of business and product form.

3. Brand advertising and direct effect advertising

Brand Awareness: We want to use the power of the media to quickly reach a large number of users in order to promote the brand image, improve the medium-to-long-term purchase rate and profit space.

Direct effect Advertising (directly response): sometimes referred to as effect ads, hoping to use advertising means immediately bring a lot of buying or other conversion behavior.

4. The fundamental purpose of advertising is that advertisers reach low-cost user contact through the media, that is, to reach the appropriate population by a certain market intention, thereby affecting the potential users, so that they choose to increase the chance of advertising products, or the price of products to reduce the degree of demanding.

5. Creative types of online advertising

Banner Ads (banner AD): Generally embedded in the page in a relatively fixed position of the picture (most of the time is no longer a static picture, but by flash or other technical means of implementation of dynamic material), need to occupy a fixed layout.

text chain AD (textual AD): This kind of advertising material form is a link to the Advertiser landing page text, in search ads for the mainstream form, but also in the display ads are widely used.

Rich Mediaad: This type of advertising is often the use of a strong visual impact of the form, without occupying a fixed layout location, the user into the intrusive delivery of advertising material. Common forms: Pop-up windows, couplets, fullscreen, etc. This form is suitable for high-quality media to do some of the brand more powerful advertising.

Videoad: Insert an ad in the gap between video stream playback.

Social Ads (social AD): Ads embedded in social networking environments can be referred to as social ads. The most typical form of social advertising is the insertion of ads in the social network stream, which was first seen in Twitter, a product called the "promoted Tweets", which seeks to insert ads as naturally as possible in the interactions that users naturally follow. The effect that social advertising wants to achieve is to gain greater influence and reputation through the proliferation of users.

MobileAD: There is no essential difference between AD forms on the mobile Internet and ads on desktops, and ads are moved into the app from web-accessible pages.

Mail-directed marketing advertising (e-mail direct MARKETING,EDM): An online marketing tool that delivers promotional information to targeted users via e-mail. This is an active form of advertising, it does not need to wait until the opportunity of user exposure to provide ads passively, but can at any time to think that the appropriate users to send promotional information. For EDM operators, it is critical to have a precise grasp of user interest and a very controlled supply of relevant information that is valuable to the user.

6. Contract advertisement (agreement-based-advertising)

The contract is used to determine whether an ad is exclusive to a particular advertiser at a certain time, and according to the requirements of both parties, to determine the advertising creative and delivery strategy. The product form of this creative display is called display advertising (display advertising)

7. targeted advertising (targeted advertising)

Different audiences for different advertising ideas, which is the effect of online advertising and the market size of the continuous development of the core driving force.

Such an advertising system has generated two specific requirements for computing:

1) Audience orientation (audience targeting): Use technical means to calibrate a user's gender, age, or other tags.

2) AD serving (ad serving): The ad delivery from the direct embedded page into a real-time response to front-end requests, and based on user tags automatically decision and return to the appropriate advertising ideas.

8. Spot Ads (auction-based advertising)

The supplier only assures The advertiser that the cost of the unit flow is the same, but no longer guarantees the quantity by the contract, in other words, every display is basically based on the principle of the highest income.

9. Search AD

In the search engine scene, the creative form of advertisement is the text chain advertisement. The search engine directs the advertisement according to the user's immediate interest, while the immediate interest tag is the key word.

Contextual Advertising (contextual advertising)

The creative form is also a text link based on the keywords that the user is viewing on the page that is targeted for advertising.


Based on the two core functions of bidding mechanism and precise crowd orientation, online advertising has differentiated the new market form of advertising network. It runs the media's advertising resources in batches, sells them to the demand side according to the crowd or contextual tags, and determines the distribution of traffic by bidding.

Live Bidding (real time bidding)

demand-side to promote the user's customized requirements to create an open bidding logic, so that the demand side according to their own definition of the crowd to select traffic, this is the real-time bidding. It is the auction process that is pre-bid by The Advertiser and becomes the real-time bid on each display. As long as the contextual page URL of the ad and the visitor's user ID are passed on to the demand side, it has sufficient information to complete the customized crowd selection and bid.

Demand Side platform (Demand Side platform,dsp)

with real-time bidding, ads are purchased according to a customized crowd tag, which is the demand side platform. Since real-time bidding is mainly based on impressions, the DSP needs to estimate the expected value of each display as accurately as possible.

Summary of online advertisement for calculating advertisement reading notes

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