《品牌广告调度》PPT课件.ppt

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1、陈义豆瓣,品牌广告调度,在线广告分类,Non-Guaranteed Delivery小广告主提高短期销售额、吸引用户注册、.CPC/CPA只设置投放量或预算的上限Guaranteed Delivery（品牌广告？）大广告主提高品牌的认知程度CPM/CPD事先为预订的投放量付款,广告预定,广告主的需求指定预订的流量属性指定预订的投放量、开始和结束时间、广告位的浏览量的划分按照用户属性划分（年龄、性别、地区、.）按用户兴趣划分按照页面属性划分（电影首页、音乐首页、）按照其他属性划分（例如访问时间）,广告调度的作用,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,A,B,C,D,E,F,

2、G,广告调度的作用,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,A,B,C,D,E,F,G,广告调度的作用,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,A,B,C,D,E,F,G,广告调度的作用,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,?,A,B,C,D,E,F,G,广告调度的作用,广告预订广告投放,运输问题,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,A,B,C,D,E,F,G,实际状况,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,?,A,B,C,D,E,F,G,理论结果,取自Mehta与Mirrokni的t

3、utorial,实际情况下的对策,两种策略混合使用重复规划浏览量预估错误比例为r 0，重复规划次数为k，最终少投放的比例为(r+r2)/(k(1-r).r 0时，最终多投放比例是|r|/(k(1-r)。类似结果在不同场景和假设条件下多次被提出和证明。在线校正,公平问题,2k,1k,2k,2k,2k,A,B,C,优质资源,公平问题,2k,1k,2k,2k,2k,A,B,C,优质资源,公平问题,2k,1k,2k,2k,2k,A,B,C,1.33k,0.67k,0.67k,1.33k,公平问题,2k,1k,2k,2k,2k,A,B,C,容量：1.33k成本：0,容量：0.67k成本：0,容量：0.6

4、7k成本：0,容量：1.33k成本：0,公平问题,2k,1k,2k,2k,2k,A,B,C,容量：1.33k成本：0,容量：0.67k成本：0,容量：0.67k成本：0,容量：1.33k成本：0,容量:0.67成本:100,容量:0.33成本:100,容量:0.33成本:100,容量:0.67成本:100,二次规划能取得更好的公平性.,PV类型的组合爆炸,规划的执行效率规划结果的保存和访问,Aggregated LP,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,A,B,C,D,E,F,G,Aggregated LP,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,A

5、,B,C,D,E,F,G,1.2k,0.5k,0.8k,0.8k,0.3k,0.7k,1.7k,Aggregated LP,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,A,B,C,D,E,F,G,Aggregated LP,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,0.5k,A,B,C,D,E,F,G,Aggregated LP,1k

6、,1k,1k,1k,1k,1k,1k,2k,2k,2k,0.56k,0.33k,0.56k,0.56k,0.56k,0.33k,0.56k,0.56k,0.33k,0.56k,0.56k,0.56k,A,B,C,D,E,F,G,Aggregated LP,1k,1k,1k,1k,1k,1k,1k,2k,2k,2k,0.56k,0.33k,0.56k,0.56k,0.56k,0.33k,0.56k,0.56k,0.33k,0.56k,0.56k,0.56k,A,B,C,D,E,F,G,1k,1k,1k,B,C,E,Aggregated LP,1k,1k,1k,1k,2k,2k,2k,0.44k,0.33k,0.44k,0.79k,0.56k,0.33k,0.56k,0.56k,0.33k,0.44k,0.62k,0.62k,A,D,F,G,Contract Weights,每个订单保存一个权重，根据权重投放广告诱导式方法（HWM）利用历史流量模拟，寻找合适的权重,其他问题,流量的价值品牌广告和CTR提高流量价值的方法Targeting Targeting 与Frequency Capping离线规划与Frequency Capping,其他问题,Guaranteed和Non-Guaranteed广告同时出现广告位定价用户体验,谢谢,