创意优化
创意需要将向用户推送广告的关键原因明确表达出来
程序化创意
- 地域性创意
- 搜索重定向创意
- 个性化重定向创意
电机热力图
- 电机热力图是将某一个创意各位置被点击的密度用热力图方式呈现,帮助创意优化者直观的发现和解决其中的问题
创意的发展趋势
-
视频化
- 激励视频形式
-
交互化
实验框架
一个实用的实验框架需要尽可能的同时容纳多组试验,以提高流量利用效率和产品进化速度
设计实验系统的关键是利用系统模块之间的相对独立性,用分层的结构来扩展实验流量
广告监测与归因
广告监测
- 主要需求存在于按CPT或CPM结算的合约广告,需要委托第三方监测公司对实际发生的展示或点击数目进行核对
广告安全
- 广告投放验证:重点在于阻止不恰当展示的发生
- 可视性验证:重点在于广告展示的曝光程度
广告归因
- 按CPS/CPA/ROI方式结算的广告,转化行为不发生在媒体上,往往需要第三方机构对这些效果数据进行追踪,确定某次转化来自哪个渠道,将广告展示和点击数据对应起来
-
常见方法
- 直接访问归因
- 用户ID碰撞归因
作弊与反作弊
广告作弊:制造虚假流量,或用技术手段骗过广告监测和归因
作弊方法分类
- 从主体来看,分媒体作弊、广告平台作弊、广告主竞争对手作弊
- 从原理看,分为虚假流量作弊、归因作弊
- 从作弊手段看,分机器作弊、人工作弊
常见作弊方法
- 服务器刷监测代码
- 客户端刷监测代码
- 频繁换用户身份
-
流量劫持
-
损害媒体利益,但是有真是流量
- 信道弹窗
- 创意替换
- 搜索结果重定向
-
损害广告主利益
- 落地页来源劫持
-
-
cookie填充
- IP遮盖
- 点击滥用与点击注入
产品技术选型实战
媒体实战
广告主实战
数据提供方实战
本文永久更新地址: https://notlate.cn/p/9bd09124c3882b53/
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