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Online Advertising Distribution System

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

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Online Advertising Distribution System

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  1. Online Advertising Distribution System Supervisor: Msc. VõDuyKhôi Reviewer: Dr. NguyễnĐứcCường Students: LêViệtHồng – NguyễnĐứcQuản

  2. Outline • Problem statement about current Online Advertising Market in Vietnam • Literature reviews • OADS vision & solution • Analysis and Design of OADS • Development • Evaluation & Conclusion

  3. 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.

  4. The need of Online Advertising Distribution

  5. Some people are may still confuse that Why Online Advertising?

  6. 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

  7. Online Advertising Distribution System

  8. Because Online Advertising can deliver the rightmessage to the rightperson in the righttime Online Advertising Distribution System

  9. The Current Online Advertising market in Vietnam

  10. - 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

  11. Some main Reasons of those problems

  12. Applying old & low effective models Have you ever clicked any Advertisement in Internet ?

  13. Deficient understanding about online advertising Yeah, people think that Online Ad and Print Ad are the same, just different in the medium!

  14. Deficient understanding about online advertising Yeah, people think that Online Ad and Print Ad are the same, just different in the medium!

  15. Underutilization of web advertising advantages No users profiling No contextual advertising No Segment advertising No advertising network No CPM, CPC Yes, in very early state!

  16. 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

  17. What need to do? • Re-distributing the online ad. market. • Improving Online ad. effectiveness • Gaining truth from advertisers

  18. ReviewWhat is going on in the world?

  19. Google Adsense&Adwords • Double-Click • Chitika • Yahoo Network of Publishers • Some others.

  20. our solution: Online Advertising Distribution System

  21. 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

  22. How does OADS re-distribute the advertising market

  23. http://XpressMedia.vn

  24. OADS models Online Advertising Distribution System

  25. OADS System The advertisement has to adapt to the content of the webpage. Online Advertising Distribution System

  26. OADS Analysis & Design

  27. System Context

  28. OADS Administration Budget Deposit Advertisement Management Payment <<includes>> Advertisement Distribution <<extends>> Campaign Management Report Management <<extends>> Fraud Management Channel Management Use cases

  29. Functionality for Advertisers

  30. Functionalities for Publishers

  31. Ordinary Internet Users

  32. Functionalities for Staff

  33. System Architecture Browser OADS Application Presentation Layer Business Logic Layer Configuration Security Data Layer Database management system

  34. Presentation layer Data access layer High-level structure of OADS

  35. 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

  36. Target Website Procedures System Core 1 Online Advertising Distribution System

  37. Target Website Visit website 2 3 Generate Ad System Core 1 Procedures Online Advertising Distribution System

  38. Target Website Click Ad 4 Visit website 2 3 Generate Ad System Core 1 Procedures Online Advertising Distribution System

  39. Target Website Middle Page Click Ad 4 Visit website 2 5 Generate 3 Generate Ad System Core 1 Procedures Online Advertising Distribution System

  40. 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

  41. Functionalities Of main components

  42. 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>

  43. Advertisement Distribution Sub-System • - Crawling every single web-pages displaying Ad. • Categorizing every web page indexed • Providing accurate advertisements

  44. Indexing and Classifying every web pages Taxonomy is a collection of vocabulary terms organized into a hierarchical structure

  45. Taxonomy Applied in OADS

  46. 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

  47. 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.

  48. 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

  49. Fraud Management Sub-System

  50. Fraud filter System

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