Online advertising distribution system
Download
1 / 60

Online Advertising Distribution System - PowerPoint PPT Presentation


  • 97 Views
  • Uploaded on

Online Advertising Distribution System. Supervisor: Msc . Võ Duy Khôi Reviewer: Dr. Nguyễn Đức Cường Students : Lê Việt Hồng – Nguyễn Đức Quản. Outline. Problem statement about current Online Advertising Market in Vietnam Literature reviews OADS vision & solution

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Online Advertising Distribution System' - ramya


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Online advertising distribution system

Online Advertising Distribution System

Supervisor: Msc. VõDuyKhôi

Reviewer: Dr. NguyễnĐứcCường

Students: LêViệtHồng – NguyễnĐứcQuản


Outline
Outline

  • Problem statement about current Online Advertising Market in Vietnam

  • Literature reviews

  • OADS vision & solution

  • Analysis and Design of OADS

  • Development

  • Evaluation & Conclusion


What s our thesis about
What’s our thesis about?

  • Why do we have to re-distribute the online advertising market in Vietnam.

  • How we can distribute advertisement with a real demonstration.


The need of

Online Advertising Distribution



Is mass media ads still effective
is Mass Media Ads still effective?

  • While people…

  • Skip TV ad by changing TV channel

  • Throw advertisements in newspaper away without a look

Online Advertising Distribution System



Because Online Advertising can

deliver the rightmessage

to the rightperson

in the righttime

Online Advertising Distribution System



- Some biggest websites (like VnEpxress, Tuoitre, Dantri, Thanhnien etc.) take 90% market share of online Ad.- The whole market > 6000 Billion VND- Online Ad has < 5% market share


Some main reasons of those problems

Some main Reasons of those problems


Applying old & low effective models

Have you ever clicked any Advertisement in Internet ?


Deficient understanding about online advertising

Yeah, people think that

Online Ad and Print Ad

are the same,

just different in the medium!


Deficient understanding about online advertising

Yeah, people think that

Online Ad and Print Ad

are the same,

just different in the medium!


No users profiling

No contextual advertising

No Segment advertising

No advertising network

No CPM, CPC

Yes, in very early state!


The challenge
The challenge

How to display less advertisement but raise more awareness

Advertising - Advertising - Advertising

Advertising

Advertising

Advertising

Content ContentContentContentContent

Content ContentContentContentContentContentContent

Content ContentContentContentContentContentContent

Content ContentContentContentContentContentContent

Content ContentContentContentContentContentContent

Content ContentContentContentContentContentContent

Content ContentContentContentContentContentContent

Content ContentContentContentContentContentContent

Content ContentContentContentContentContentContent

Content ContentContentContentContentContentContent


What need to do?

  • Re-distributing the online ad. market.

  • Improving Online ad. effectiveness

  • Gaining truth from advertisers


Review what is going on in the world
ReviewWhat is going on in the world?


  • Google Adsense&Adwords

  • Double-Click

  • Chitika

  • Yahoo Network of Publishers

  • Some others.


our solution:

Online Advertising Distribution System


2 2 what is oads
2.2 What is OADS?

A system that

  • Distribute advertisements to advertising network(network of publishers)

  • Control & Measure the performance of advertising campaigns

  • Optimizing advertisers budget.

  • Maximizing publishers’ revenue.

Online Advertising Distribution System


How does OADS

re-distribute the advertising market



Oads models
OADS models

Online Advertising Distribution System


OADS System

The advertisement has to adapt to the content of the webpage.

Online Advertising Distribution System


OADS

Analysis & Design



Use cases

OADS

Administration

Budget Deposit

Advertisement

Management

Payment

<<includes>>

Advertisement

Distribution

<<extends>>

Campaign

Management

Report

Management

<<extends>>

Fraud

Management

Channel

Management

Use cases






System Architecture

Browser

OADS Application

Presentation Layer

Business Logic Layer

Configuration

Security

Data Layer

Database management system


High level structure of oads

Presentation layer

Data access layer

High-level structure of OADS


Advertisement Instance

Seller ‘s Website

Target

Website

Tracking

Sub-system

3. Click Ads

4. Redirect users

1. Upload Ads

2. Generate Ads

Ads distribution sub-System

Publisher Website

OADS System

Advertisement

Advertising Flow

Online Advertising Distribution System


Target

Website

Procedures

System Core

1

Online Advertising Distribution System


Target

Website

Visit website

2

3

Generate Ad

System Core

1

Procedures

Online Advertising Distribution System


Target

Website

Click Ad

4

Visit website

2

3

Generate Ad

System Core

1

Procedures

Online Advertising Distribution System


Target

Website

Middle Page

Click Ad

4

Visit website

2

5

Generate

3

Generate Ad

System Core

1

Procedures

Online Advertising Distribution System


Target

Website

Middle Page

Click Ad

Redirect

4

6a

Visit website

2

5

6b

Generate

3

Report for tracking data

Generate Ad

System Core

1

Procedures

Online Advertising Distribution System


Functionalities

Of main components


The ad loader
The Ad Loader

<script>

<!--

baseURL = "http://localhost:54409";

pubAdsID = 58;

ad_width = 468;

ad_height = 60;

-->

</script>

<scriptsrc="http://localhost:54409/js/oads.js" type="text/javascript"></script>


Advertisement Distribution

Sub-System

  • - Crawling every single web-pages displaying Ad.

  • Categorizing every web page indexed

  • Providing accurate advertisements


Indexing and classifying every web pages
Indexing and Classifying every web pages

Taxonomy is a collection of vocabulary terms organized into a hierarchical structure



Keywords extracted from html document
Keywords extracted from HTML Document

TFIDF Measurement

Term frequency-inverse document frequency

vs.

Word Co-occurrence Statistical Information

By Yutaka Matsuo & Mitsuru Ishizuka

Details at page 28 of

OADS Thesis Document


Yet another problem in oads
Yet another problem in OADS

English vs.

Information

Finance

Technology

Biology

Etc.

can be keywords

Vietnamese

“công an” , “côngchúng”, “côngluận”,“côngviệc” can be keywords

but “công” , “an”, “việc”

are not quite suitable to be chose as keywords in a Vietnamese document.


Intelligent fraud prevention detection
Intelligent Fraud Prevention & Detection

  • Control the effect of advertising campaign

  • reducecheating(spamming, automatic robot, etc)

    Even Google admit that ~10% of their clicks are fraud.

Online Advertising Distribution System





Daily report sub-system

A independent process will automatically run at a specific time every day to calculate the daily report


Sample report

We can provide

Providing detail information about:

  • Number of clicks

  • Number of Impressions

  • Where ad was displayed…

    And a lot more reports as required.

Online Advertising Distribution System


Payment transaction management

15/05/2009: earning from impression: 15 USD – balance: 225 USD

15/05/2009: earning from click: 20 USD – balance: 245 USD

16/05/2009: earning from impression: 10 USD – balance: 255 USD

16/05/2009: earning from click: 12 USD – balance: 267 USD

17/05/2009: earning from impression: 23 USD – balance: 290 USD

17/05/2009: earning from click: 30 USD – balance: 320 USD

18/05/2009: payment issued: -300USD - balance: 20 USD

18/05/2009: earning from click : 50USD - balance: 70 USD

simple to maintain but effective and robust




Evaluation conclusion
Evaluation & Conclusion

  • Functional and Non-functional evaluation

  • OADS provides functionalities that currently not available in Vietnam

  • OADS gives us a chance to contribute to development of online advertising in Vietnam.

  • Can be customized to be other tools like advertising tracking system, or market research.

    • Problems & Lessons learnt


  • Future Works

    • Performance and scalability

    • Improve the effectiveness of algorithm used in distributing system

    • Gain Trust and loyalty of system’s stakeholders by providing more transparent information.

    • Provide more control for advertisers and publishers to optimize budget and revenue.

    • Building more sophisticated & customizable reporting sub-system

    • Integrating with contemporary online payment service.


    Thank you
    Thank you!

    Online Advertising Distribution System


    ad