广告交易平台ADX
cookie映射
- 解决供给方和需求方身份对应问题
- 重点关注三个问题：由谁发起，在哪里发起，谁保存映射
询价优化
- 对每次展示中询价的DSP数进行精简，尽可能只向那些可能赢得拍卖的DSP询价
- 两种思路：工程规则思路和带约束的优化问题
需求方平台DSP
实时竞价环境下：提供定制化用户分化功能
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最常用的是重定向：把访问广告主网站的某特定用户集合传送给DSP
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1.在广告主网站上布设DSP域名的js代码
- 优点：实时获取到访客信息，但是需要一段时间的数据积累
- 缺点：js代码过多影响用户体验
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2.采用线下数据接口，定期将广告主或DMP收集到的访客集合批量传送给DSP，需要建立cookie映射机制
- 优点：避免js代码多导致页面重
- 缺点：数据更新有延时
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另一种注意的是新客推荐look-alike
完全面向广告主，在量的约束下投放：出价策略
- 在有预算的情况下，尽可能提升每次展示的利润率
像广告网络一样(CPC)：点击率预测
- 除关注AUC等指标外，CoPC(真是点击数/预估点击数)也要重点关注，它表征某部分流量上是否存在明显的点击率高估或者低估
面对效果类广告主时(CPS)：点击价值预估
- 可拆解为：到达率转化率转化单价
- 到达率和转化单价可采用统计的方法
- 转化率预估：数据不充分情况下可采用简单统计与运营经验相结合，数据充分下可采用模型方法
供给方平台SSP
网络优化问题
- 指SSP在接入多个广告网络以后，在线动态决定将广告请求发给哪个广告网络，从而优化整体收入的问题
本文永久更新地址: https://notlate.cn/p/dcf9476fb1c7d888/
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