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?
Online Advertising Distribution System
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
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!
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:
Online Advertising Distribution System
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
2.2 What is OADS?
How does OADS
re-distribute the advertising market
http://XpressMedia.vn
Online Advertising Distribution System
OADS models
OADS System
Online Advertising Distribution 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
Online Advertising Distribution 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
Online Advertising Distribution System
TargetWebsite
1
Procedures
System Core
Online Advertising Distribution System
Generate Ad
Visit websiteTarget
Website
1
2
3
Procedures
System Core
Online Advertising Distribution System
Click Ad
Generate Ad
Visit websiteTarget
Website
1
2
3
4
Procedures
System Core
Online Advertising Distribution System
Click Ad
Generate Ad
Visit website
Generate
Middle Page Target
Website
1
2
3
4
5
Procedures
System Core
Online Advertising Distribution System
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><!-- baseURL = "http://localhost:54409";pubAdsID = 58;ad_width = 468;ad_height = 60;--></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.
Online Advertising Distribution System
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.
Online Advertising Distribution System
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 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
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