Upload
chen-en-lu
View
1.567
Download
7
Embed Size (px)
Citation preview
Introduction to RTB and Retargeting 淺談即時廣告競標及重⾏行銷廣告
cacaFly - 陸振恩 Popcorny (Pop)
About me
§ Experience • 98~02 交大資科系 • 02~04 交大資科所 分散式實驗室 • 05~10 MediaTek • 11~13 SmartQ • 13~ cacaFly
• Skills • Java • MSSQL/MySQL/MongoDB • iOS • Android
• Contact me • FB: http://fb.me/popcornylu • Email: [email protected]
2
cacaFly Milestones
2006 Founded in NCTU funP.com -the leading Social Media Website in Taiwan
2009 cacaFly - the first company providing social media marketing service in Taiwan.
2011 cacaFly has partnered with Facebook to be the only authorized advertisement reseller in Taiwan
2012 cacaFly started a new division to manage small and medium businesses in Taiwanese market.
2013 cacaFly become the excusive advertisement reseller of Microsoft in Taiwan
3
Roles in Advertisement
Advertiser
• Brand Name • Government • Individuals
Advertiser Agency
Media Agency Media / Publisher
• Television • Radio • Newspaper • Magazine • Outdoor • Web Site • App
Buy Side Sell Side
4
source 5
Online Advertisement
IAB Standard Size
6
Advertisement Steps
Action
Sales, Install, Fans,
Click User click the
banner
Impression Ad is shown on
banner Click Through Rate (CTR) = Clicks / Impressions
Conversion Rate (CR) = Actions/ Clicks
7
Pricing Model
§ Cost Per Milli (thousand) impression - CPM § Cost per Click - CPC § Cost per Action - CPA
8
How to measure the performance?
Advertiser ROI
Publisher Profit
Effective CPC (eCPC) = Total Cost / Clicks Effective CPA (eCPA) = Total Cost / Actions
Effective CPM(eCPM) = Total Earn / Thousand Impression
9
Online Advertisement
Publisher Advertiser
Ad Server Sell Ad
10
Online Advertisement
Publisher Advertiser Buy Ad
Ad Server
11
Web Site Advertiser Web Site Web Site
Publisher
Advertiser Advertiser
Advertiser Advertiser
Publisher
Contact with every websites?
Approach to each advertiser?
12
Ad Network
Ad Network
Advertiser Buy Ad
Advertiser
Advertiser
Advertiser
Web Site Request Ad
13
Web Site
Web Site
Web Site
Ad Network Problems
§ Imbalance of demand and supply
§ User base
§ Limited target
§ Solution
• AD Exchange
14
Ad Exchange
Ad Exchange
Buy Ad
Request Exchange
Publisher
Demand Side
Platform (DSP)
Supply Side
Platform (SSP)
Advertiser
Buy Ad Request Ad
15
Ad Exchange
§ SSP delegate ad exchange to sell ad
§ DSP bid ad from exchange
§ Behave like the stock exchange
§ Bidding Mechanism
• Bulk buy by target
• Real-Time Bidding
16
Real-Time Bidding
§ Bid for every single impression
§ Second Price Auction
§ Response in 100ms or less.
17
Real-Time Bidding
Ad Exchange DSP Advertiser SSP
1. Ad Request 2. Request Ad exchange 3. Send to all
DSPs
4. Bid or no bid If bid, response the ad data and price
5. Response the ad data
6. Render the ad
8. Send the impression pixel
9. User click 10. Link to the click URL
11. Redirect to the landing page
7. Notice win and win price
18
Second Price Auction
Ad Exchange
$0.2
DSP 1
No Bid
DSP 2
$0.3
DSP 3
$0.25
DSP 4
No Bid
DSP 5
Ad Exchange
$0.3 $0.25
DSP 3
19
Targeting
20
Targeting
§ Target the Ads to the effective audience group.
§ By demographics, geographic, devices, behavior
§ How to know about customer?
• Contextual Targeting
• Behavioral Targeting
21
Targeting
Wikipeida Targeted Advertising 22
Targeting
• Analyze the keyword or attributes of the web page.
• Keyword Ads. Contextual Targeting
• Track the audience behavior. • Use cookie Behavioral
Targeting
23
Contextual Targeting
AdSense 24
Behavioral Targeting
Amazon 25
Retargeting
§ Remarketing
§ A type of behavioral targeting
§ Basic idea is
§ The users have once visit your website have more chance to revisit
your website again.
§ The consumers have once navigate one product have more
chance to buy this product.
26
Retargeting
AdRoll 27
Retargeting by Ad Network
EC site (Adverstiser
Ad Network
pop-travel.com
pop-ad.com
1. Visit your site
3. Request tag 5. Set cookie (domain: pop-ad.com)
Cookie Table
2. Render retargeting tag
4. Store cookie for this tag
Tracking an user
28
Retargeting by Ad Network
EC site (Adverstiser
Ad Network
pop-travel.com
pop-ad.com
6. User revisit to your site
3. Request Ad with cookie
5. Render the ad for this campaign
Cookie Table
Other site (Publisher)
pop-forum.com
1. Visit another site
2. Render ad network tag
4. Find retargeting campaign matching this user.
Retarget an user
29
Retargeting
§ What’s the problem?
§ Supply, Supply Supply
§ Solution is?
§ Ad Exchange with RTB
§ Another problem is how about cookie domain?
§ Cookie Matching
§ Who provides this solution?
30
Cookie Matching (Track an user) Ad Exchange (pop-ex.com)
DSP (pop-dsp.com)
Advertiser (pop-travel.com)
1. Visit your website
2. Return web page with DSP retargeting tag
5. Set cookie and redirect to ad exhange
3. Request retargeting tag (http://pop-dsp.com/cm?seg=27)
4. Store the cookie id for this tag set-cookie: id=abc
8. 1x1 invisible pixel
6. Redirected by DSP (http://pop-ex.com/cm?dspid=pop&id=abc)
7. Store the cookie id for this tag set-cookie: pop-id=abc
31
Cookie Matching
Cookie: id=abc
pop-dsp.com Cookie: pop-id=abc
pop-ex.com
32
Cookie Matching (Retarget an User) Ad Exchange (pop-ex.com)
DSP (pop-dsp.com)
Publisher (xyz.com)
1. Visit other website
2. Return web page with AdExchange ad
7. Render my retargeting ad
3. Request Ad 4. Bid Request with id=abc
5. Look up ‘abc’ from the database and find there is a retargeting ad matches.
6. Bid with high price
Advertiser (pop-travel.com)
8. Link to my site
33
Recap
§ Buy side to sell side
§ Online advertisement
§ Pricing model and measurement
§ AdServer, AdNetwork, AdExchange
§ Real-Time Bidding
§ Targeting
§ Contextual targeting
§ Behavioral targeting
§ Retargeting
§ Retargeting using RTB
34
Ecosystem
LUMA 35
Thanks Q & A