Website advertisement system summary-permission management design and structure design

　

 

Free advertising systems are diverse. What do they share in common? Which systems are reasonably designed?

After summing up the precise advertising targeting technology on the Internet in the design of the advertising system, the author further studies the permission management design and structure design in the design of the advertising system, it also elaborated in detail from two aspects: advertisement end and website end.

　Ad system permission management design

In the design of the advertising system, apart from the application of advertising targeting technology and the design of advertising processes, the most complex is the design of permission management. Unlike other industries, the daily business of advertising companies or media companies is complex, including sales, customer service, customer execution, creative design, strategy planning, media planning, media execution, contract management, and financial audit. In terms of position, it also includes the relationship between superior-subordinate relationship management and managed relationship. In addition, in the personal interests of sales personnel, customer information should be separated between sales personnel. However, in the interests of the company, customer information must flow between sales personnel, can be assigned to appropriate sales personnel.

Therefore, the permission design of the advertising system is very complicated and time-consuming. If you don't think about it, it will be a nightmare after the advertising system is delivered and used. The next interview is a simple but changeable permission management design.

1. Permission Classification

Abstract the permissions of the advertising system into two categories: Resource permissions and operation permissions. Resource permission refers to customer information, that is, customer resources. Operation permissions are the permissions for adding, deleting, and modifying (viewing is a basic function that you do not need to select) three functional operations in the advertising system.

　　2. Permission allocation

For resource permissions, that is, customer resources, we allocate resources at each customer level. The objects allocated for resource permissions are the sales accounts in the system (which can be sales personnel, can also be a sales manager or sales director), and allocate group resources or department resources through the management of upper and lower level relationships. For Operation permission management, we design the permission group. The permission group includes the addition, deletion, and modification operations for each element.

3. permission management implementation

In the system, permissions are assigned through three modules or operations: account, permission group, and customer. Each account created by the system is associated with a permission group, so that the account can be determined by operations performed in the system. At the same time, when creating an account, you must specify its superiors (the upper level is a certain account, which is mandatory), and select its lower-level permission group (optional ), in this way, the relationship between superiors and subordinates is determined. Then, assign a sales account to each customer on the customer resource interface.

With the above operations, we have completed the design of system permission management. This design logic is characterized:

1. Flexible settings. Permission groups are not linked to functional departments and can be flexibly created and designed. The reason for this is that the functional settings of different companies are different, even if the same department of the same company, the scope of duties will also change frequently.

2. The customer's resource function is assigned to an account, which is isolated from other accounts at the same level and cannot be shared, ensuring the interests of the sales personnel. However, the customer's resources can be re-allocated at any time, which ensures the company's interests and allows the customer to be allocated to appropriate sales personnel at any time. In addition, the superior can view the customer resources of the lower level to facilitate sales management (Please note that the most basic right is to view. Whether you have the modification right depends on the permission settings of the permission Group of the upper-level ).

　　Problem:

1. Why is the upper-level account and lower-level permission group?

2. In the design specified by the superior, there will be a natural logical error. What is this logical error?

------ Answer ------

1. When creating an account, the parent of a new employee is often determined, but the lower level is not determined. Therefore, the lower level uses the permission group to set the operation permissions of the lower level.

2. The upper-level formulation will form a circular designation. Suppose there are three people a, B, and c. we specify B as the upper-level of a, and c as the upper-level of B. If a is the upper-level of c, the three members form a circular designation. Therefore, we need to set a rule to avoid this situation.

　　Structure Design of the advertising system-advertisement end

Unlike other systems, in the advertising system, apart from permission management, it is also important to note the structure design of the system. From the perspective of the system, the reasonable architecture should be:

Agent

Advertiser

Activity

Order

Advertisement

Advertisers can have agents or agents. However, activities, orders, and advertisements should be strictly inclusive.

Structure Design and permission design constitute a complete advertising system:

　　

 

　　Explanation:

1. Agency: a company that provides advertising agency services for advertisers. Such as the 4A advertising companies that we often mention, such as strength, power transmission, and Omei, as well as local 4A advertising companies such as Hua Yang. In some systems, agents are also called channels.

2. advertiser: refers to the manufacturer of the products advertised by the advertisement and the institution that actually pays the advertising fee. Advertisers do not need to have agency companies. Therefore, in the system, advertisers can be at the highest level. At this time, we call this advertiser a Direct customer. Therefore, in some systems, advertisers are called customers.

3. Activity: the activity settings are based on the contract we sign in reality. Therefore, he is the embodiment of the contract in the system. He mainly includes the delivery cycle, total amount of delivery, and media information.

4. Orders: orders are further refined by activities. Materials and advertising strategies are added based on activity settings. However, orders are not the smallest unit for advertising.

5. Advertisement: An advertisement is the smallest unit of advertising by the system. An advertisement contains the display monitoring and click monitoring corresponding to the materials and materials. Sometimes we do not see a list interface called "advertisement" in some systems, but this does not mean that the system does not use the concept of advertisement when serving the core. Regardless of the system, the smallest serving unit must be "display monitoring and click monitoring corresponding to one clip and one clip".

Google is a model of online advertising. Domestic advertising companies or industry insiders will certainly study Google's systems, such as Google Adwords. The relationship between the structure design of Google Adwords and the Structure Design listed above is as follows (by the way, the correspondence between Baidu promotion is listed ):

Google AdwordsBaidu promotes the above structure

Ad series promotion plans

Advertisement Group promotion unit order

Creative ad

Structure Design of the advertising system-website end

The advertising system is basically just a platform that helps advertisers and website owners to buy and sell media resources. Therefore, an advertising system cannot be a single one. Only advertisers have no websites, or only website owners have no advertisers. The structure design and permission design of the website owner in the advertising system are as follows:

　　

 

　Explanation:

The website's main structure is designed to be consistent with the agent and advertiser on the agent and website's main two layers. There is no big difference between the agent and the advertiser.

Channels are set in the system to plan advertising spaces, corresponding to actual channels, such as news channels and sports channels. In this case, you need to consider how to create the homepage and the full-site ad space in advance.

The advertising space is the actual position of the final advertising. In advertising spaces, we need to focus on the types and sizes of advertising spaces (which affect the extracted code ). If a third-party system is provided to the website for free, the "add remaining traffic/Network Alliance Plan" option may be set to facilitate third-party companies to collect and use media traffic.

Currently, the advertising system on the market is divided into two directions: for advertisers and for website owners, that is, for advertising and for publisher, which can often be seen in system naming. For advertising is more inclined to provide multi-targeting settings for advertising services. For publisher tends to provide media services through simple and convenient ad space management. Both systems comply with the following structure:

　　

 

In the system, the most basic advertising unit is advertising, and all advertising data in the system is also displayed in the smallest unit of advertising space. Advertisers and website owners share ad data.

At present, there are two trends in the development of advertising systems: first, the difference between for advertising and for publisher is getting smaller and smaller, and eventually it will be integrated into a system; second, the system tends to be online, and fewer installation versions.

After introducing the structure design of the advertising system, what are your questions? Welcome to your discussion!

Original article: http://www.damndigital.com/archives/66411