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Informationen zum Autor Dr. Liu Peng is senior director and chief architect of business products at Qihoo 360. He is also responsible for product and engineering for monetization of 360. After receiving his PhD from Tsinghua University in 2005, he joined Microsoft Research Asia and studied cutting-edge artificial intelligence technologies. In 2009, he participated in the founding of Yahoo! Labs Beijing as a senior scientist. He was also chief scientist of MediaV. Dr. Liu Peng is devoted to products and technologies related to big data and computational advertising. His public online course “computational advertising” has attracted more than 30,000 students on Netease.com, and has been adopted as a basic training material in many related companies. Moreover, this course has been selected by Peking University, Tsinghua University and Beihang University for their graduates. Wang Chao received his master’s degree from Peking University, and then worked at Weibo and Autohome’s advertising department for some years. He is now a tech leader in the query recommendation group at Baidu’s portal search department. His work focuses on machine learning algorithms in computational advertising, and he has won 7th place among 718 participants in “predict click-through rates on display ads” organized by Kaggle and Criteo. He is also interested in contributing code for open source machine learning tools such as xgboost. Klappentext This book introduces computational advertising, and advertising monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Zusammenfassung This book introduces computational advertising, and advertising monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Inhaltsverzeichnis Contents Figures, xxi Tables, xxvii Foreword, xxix Preface (1), xxxvii Preface (2), xxxix Preface (3), xli Authors, xliii PART 1 Market and Background of Online Advertising 1 CHAPTER 1 ¦ Overview of Online Advertising 3 1.1 FREE MODE AND CORE ASSETS OF THE INTERNET 4 1.2 RELATIONSHIP BETWEEN BIG DATA AND ADVERTISING 5 1.3 DEFINITION AND PURPOSE OF ADVERTISING 8 1.4 PRESENTATION FORMS OF ONLINE ADVERTISING 10 1.5 BRIEF HISTORY OF ONLINE ADVERTISING 18 CHAPTER 2 ¦ Basis for Computational Advertising 25 2.1 ADVERTISING EFFECTIVENESS THEORY 26 2.2 TECHNICAL FEATURES OF THE INTERNET ADVERTISING 29 2.3 CORE ISSUE OF COMPUTATIONAL ADVERTISING 30 2.3.1 Breakdown of Advertising Return 32 2.3.2 Relationship between Billing Models and eCPM Estimation 33 2.4 BUSINESS ORGANIZATIONS IN THE ONLINE ADVERTISING INDUSTRY 36 2.4.1 Interactive Advertising Bureau 37 2.4.2 American Association of Advertising Agencies 38 2.4.3 Association of National Advertisers 38 PART 2 Product Logic of Online Advertising 39 CHAPTER 3 ¦ Overview of Online Advertising Products 41 3.1 DESIGN PHILOSOPHY FOR COMMERCIAL PRODUCTS 43 3.2 PRODUCT INTERFACE OF ADVERTISING SYSTEM 44 3.2.1 Demand-Side Management Interface 44 3.2.2 Supply-Side Management Interface 47 3.2.3 Multiple Forms of Interface between Supply and Demand Sides 48 CHAPTER 4 ¦ Agreement-Based Advertising 51 4.1 AD SPACE AGREEMENT 52 4.2 AUDIENCE TARGETING 53 4.2.1 Overview of Audience Targeting Technologies 54 4.2.2 Audience Targeting Tag System 57 4.2.3 Design Principles for Tag System 59 4.3 DISPLAY QUANTITY AGREEMENT 60 4.3.1 Traffic Forecasting 61 4.3.2 Traffic Shaping 61 4.3.3 Online Allocation ...
