FreeWheel技术副总裁李旸《FreeWheel基于大数据的新兴视频广告测量实践》
提纲 BDTC2015 新兴视频广告测量方式 用户性别年龄预测 广告完成率预沨 广告测量的挑战 BDTC2015 Half the money l spend on advertising is wasted the trouble is i don t know Which half John wanamaker 视频广告缺乏有效的测量方式 BDTC2015 US TV*VS Digital Video** Ad Spending Annual Increases 2012-2018 billons A46 US TV+ vS Digital video** Ad spending, 2012-2018 billions and change 20122013201421201620172018 Tv 564545655563545059$337S59S贞4 Ds change 6,4%28%3,3%3.0%4.5%3C%35% Digital vide08542055%77$4551112$1271 no chanee 44.5%45.3%41,%%304%21.7%176%143% Note: includes broadcast TV network, syndication spot)& cable Tv 品2013i时dmBP认 data: incides advertising t部 on desktop an唧ms战 wel as mobile phones and tablets;es门 banner. ini-strean[he-o如d四ey5 and in-text (ads delivered when users mouse over relevant words 2012201320142015201620172018 Srce;t,儿能e2014 ■T*■ Digital video 174115 WieMaretercom Note: *includes broadcast rv network, syndication& spot!& cable V. data through 2013 is derived from lAB/PwC data, inciudes advertising that appears on desktop and laptop computers as well as mobile phones and tablei5s门 banner in-stream such器 e-row and overlay5 and in-text fads delivered when users mouse over relevant words se: mArketer,息214 174128 Wwemarketer.com G/e:http://www.emarketer.com/article/us-tv-ad-market-still-groWing-mOrE-than-digital-video/1010923 新兴视频广告测量方式 BDTC2015 数字收视率 Digital Rating) 在特定性别年龄用户群体( demographic)上的广告曝光 广告完成( Ad Complete) 播放器发送IAB4th Quartile响应的广告曝光 可见曝光( viewable Impression) 视频广告50%的面积被持续可见不少于2秒的广告曝光 数字收视率测量流程 BDTC2015 1.创建广告订单 2.注册该广告订单 6返回前日 nielsen 4请求广告投放结果 3.播放视频 5.发送 beacon IUDS 挑战:投放时预测用户年龄性别 问题与挑战 BDTC2015 观看历史 静态特征 REEMAI tea criminal mastermind Mountain view Hothouse hwr Mr a reaten CA,∪S HAWSHA了 12:40pm 新 OR? UEFA Champions ThE Ubuntu 14.04 SUPER BOWL XLVI Chrome 思路:有监督分类问题 挑战:缺少有效的样本标注手段( Bluekaiz标注数据的准确率只有60%) 解决思路 BDTC2015 M Male ratio Female ratio 1/2 P(M)∝12X2/3=1/3 Male Ratio 2/ P(F)∝1/2X1/3=1/6 Female ratio 1/3 Male Ratio =1/ Female ratio 1/2 P(M)∝2/3x1/2X1/4 Male Ratio = 1/4 1/12 Female ratio P(F∝1/3X1/2x3/4= 3/4 1/6 网页性别分布 BDTC2015 Top Male Page Top Female Page ESPN SoCCer game ABC Family drama Page ESPN Front Page Fox Bones show ESPN NBA Game ABC Health News ESPN NFL Game ABC Lifestyle News MSN Sports Video ABC Entertainment news Fox Family guys Show Foⅹ Masterchef Foⅹ Gotham show Fox Empire show ABC Technology News AOL Entertainment News ABC Politics news AOL Huffington Post 选取2000个流量较大的页面,获取 Nielsen性别分布反馈 选取600W在这些页面上浏览较多的用户,并预测他们的性别 从中选取100W最可能是男性的用户(准确率90%)和100W最可能是女性的 用户(准确率82%)作为训练样本