Technology Changes
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悠易CTO-赵征 悠易 VP of Product -凌晨
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Technology Changes for
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CTR increase 0.2%
560 Hours Efforts
43 arguments
54 taxi receipts
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广告资源的优化分配 受众广告体验的改进 广告主预算的节约
广告技术解决的问题
和谐社会
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效率 相关性
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站在
技术和
商业
的十字路口
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1998 2000 2004 NOW
互联网展示类广告真的进化了么?
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Display
ADServing
Hierarchy
图片 多媒体,更互动
过滤器 以受众为中心
固定的 动态可延展,大数据
Commercial 简单粗暴 基于数据和受众个体,注重体验
Operation 手动 自动化
展示 效果
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革命:从静态到动态
CTR Changes by
leveraging Dynamic
Creative
Data source: Google ADx 2012
• JPG/GIF到Flash到HTML5
•不同人群,不同创意
• 提高广告信息与人群的相关性
• 自动化完成超过成千上万的创意可能
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Demo
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• Big Data • 语义识别
• 内容
• 实时计算与RTB
• 多维度筛选数据
• 量不够!
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CTR Changes by
leveraging Audience
Targeting
CTR Changes by
leveraging Contextual
Targeting
Data source: Yoyi 2012
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点击率提高之王?
Data Source: Yoyi 2012
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在RTB中使用@iR算法,CTR提升
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技术正在帮助广告主省钱
帮助媒体和广告公司赚钱
更重要的是....
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广告资源的优化分配 受众广告体验的改进 广告主预算的节约