Online Advertising Distribution System

Online Advertising Distribution System

Supervisor: Msc. Võ Duy KhôiReviewer: 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• Analysis and Design of OADS• Development• Evaluation & Conclusion

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

Some people are may still confuse that

Why Online Advertising?


is Mass Media Ads still effective?

While people…• Skip TV ad by changing TV channel• Throw advertisements in newspaper away without a look

deliver the right message

to the right person

in the right timeOnline Advertising Distribution System

Because Online Advertising can

The Current Online Advertising market in Vietnam

- 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

Online Ad.

TV

Print, event etc

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!

Underutilization of web advertising advantages

No users profilingNo contextual advertisingNo Segment advertisingNo advertising networkNo CPM, CPC

Yes, in very early state!

The challenge

How to display less advertisement but raise more awareness

Advertising - Advertising - Advertising

Advertising

Advertising

Advertising

Content ContentContentContentContentContent ContentContentContentContentContentContentContent ContentContentContentContentContentContentContent ContentContentContentContentContentContentContent ContentContentContentContentContentContentContent ContentContentContentContentContentContentContent ContentContentContentContentContentContentContent ContentContentContentContentContentContentContent ContentContentContentContentContentContentContent 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?

• Google Adsense & Adwords

• Double-Click• Chitika• Yahoo Network of

Publishers• Some others.

our solution:


A system that

- Distribute advertisements to advertising network (network of publishers)

- Control & Measure the performance of advertising campaigns

- Optimizing advertisers budget.- Maximizing publishers’ revenue.


2.2 What is OADS?

How does OADS

re-distribute the advertising market

http://XpressMedia.vn


OADS models

OADS System


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

OADS

Analysis & Design

System Context

<<extends>>

<<extends>>

<<includes>>

AdvertisementManagement

AdvertisementDistribution

Fraud Management

ReportManagement

CampaignManagement

ChannelManagement

Internet UserAdvertiser

OADS Staff

Publisher

Administration

Budget Deposit

Payment

OADS

Use cases

Functionality for Advertisers

Functionalities for Publishers

Ordinary Internet Users

Functionalities for Staff

OADS Application

Database management system

Browser

Presentation Layer

Business Logic Layer

Data Layer C

onfig

urati

on Security

System Architecture

High-level structure of OADSPresentation layer

Data access layer

WebFrontEnd AdLoader

AdvertisementManagement SubSystem

FraudManagement SubSystem

Administration SubSystem

ReportingService Provider

Tracking SubSystem

AdvertisementDistribution SubSystem

DataProvider

Business logic layer

Ads distribution sub-System


3. Click Ads

2. Generate Ads

TargetWebsite

Publisher Website

Seller ‘s Website

Advertisement

Tracking Sub-system

OADS System

1. Upload Ads

4. Redirect users

Advertisement Instance

Advertising Flow

System Core


TargetWebsite

1

Procedures

System Core


Generate Ad

Visit websiteTarget

Website

1

2

3

Procedures

System Core


Click Ad

Generate Ad

Visit websiteTarget

Website

1

2

3

4

Procedures

System Core


Click Ad

Generate Ad

Visit website

Generate

Middle Page Target

Website

1

2

3

4

5

Procedures

System Core


Click Ad

Generate Ad

Visit website

Generate

Middle Page

RedirectTarget

Website

Report for tracking data

1

2

3

4

5

6a

6b

Procedures

FunctionalitiesOf main components

The Ad Loader

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

iFrameAdsLoader

AdsLoader

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

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

Taxonomy Applied in OADS

Keywords extracted from HTML Document

TFIDF MeasurementTerm frequency-inverse document frequency

By Yutaka Matsuo & Mitsuru Ishizuka

Details at page 28 of OADS Thesis Document

Word Co-occurrence Statistical Information

vs.

Yet another problem in OADS

English vs. InformationFinanceTechnologyBiologyEtc.

can be keywords

Vietnamese“công an” , “công chúng”,

“công luận”,“công việc” can be keywords

but “công” , “an”, “việc” are not quite suitable to be chose

as keywords in a Vietnamese document.

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.


Fraud Management Sub-System

FraudManagement Subsys

Fraud FiltersKey Generator

Fraud filter System

Front End of System

ReportViewer

PublisherControls AdvertiserControls OADSStaffControls

CommonControls

Website Front End

Daily report sub-system

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

Sample reportWe can provide

Providing detail information about:– Number of clicks– Number of Impressions– Where ad was displayed…

And a lot more reports as required.


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

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





18/05/2009: payment issued: -300USD - balance: 20 USD18/05/2009: earning from click : 50USD - balance: 70

USD

Payment transaction management

simple to maintain but effective and robust

Demonstrations

Evolution & 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

Technology: .NET Framework, HTML/CSS/JavaScript, Object-related Mapping, 3 layer application, Web API, Threading programming etc.

Knowledge: Object-oriented analysis & design, Database System, Web programming, Software Engineering, Computer Network & Security etc..

• 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.

Future Works

Thank you!


Online Advertising Distribution System

Documents

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