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アドテクノロジーの向かうべき未来 ~広告取引の理想の姿について考える~ / The future of ad technology

CyberAgent
February 22, 2019

アドテクノロジーの向かうべき未来 ~広告取引の理想の姿について考える~ / The future of ad technology

サイバーエージェントの技術者(エンジニア・クリエイター)向けカンファレンス『CA BASE CAMP 2019』

アドテクノロジーの向かうべき未来 ~広告取引の理想の姿について考える~
木村 衆平

CyberAgent

February 22, 2019
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  1. • ΞυςΫຊ෦ ΞυςΫελδΦ Dynalyst ৽ଔ2011೥౓ೖࣾ Business Officer & Product Manager

    & Software Engineer ໦ଜ ऺฏ Tracking PC Ads Smart Phone Ads Dynamic Retargeting Ads Global Expansion
  2. Buyer A Real Time Bidding Buyer B Buyer C Buyer

    Z . . . Seller Z Seller B Seller A . . . Programmatic Buyingͷੈք؍ Advertiser Publisher
  3. Seller’s Principle user-experience floor-pricing prediction • Publisher’s ੍໿৚݅ - ڝ߹ͷ޿ࠂ͸ܝࡌ͠ͳ͍

    - ϢʔβʔͷମݧΛ્֐͠ͳ͍ - KPI etc .. • Seller’s ੍໿৚݅ - sales / cost > 0 Seller͸ചΔ΂͖buyerΛೝࣝ͠ɺ ՄೳͳݶΓߴ஋Ͱ੒໿͞ΕΔΑ͏ʹ৘ใΛఏڙ
  4. Buyer A Buyer B Buyer C Buyer Z . .

    . ޿ࠂͷύϑΥʔϚϯεධՁ ʢ࣭ x ྔʣ Attribution Analytics ͲͷBidderͷ޿ࠂύϑΥʔϚϯε͕Α͍͔ΛԣஅతʹධՁ => ར༻͢ΔπʔϧʹΑͬͯධՁج४͕ҟͳΔέʔε΋
  5. Ϗδωεߏ଄্ͷϦεΫ • Media Buying͸CPMͰऔҾ͞ΕΔ • ޿ࠂඅ༻͸CPI/CPA/CPCͰࢧ෷͍ => cost > sales

    ʹͳΔϦεΫ͕͋Δ • Buyer΋λμಇ͖͢Δ༁Ͱ͸ͳ͍ͷͰɺࣄۀऀ ͱͯ͠ఏڙ͢ΔՁ஋෼ͷϚʔδϯΛࠩ͠Ҿ͍ͨ ͏͑ͰύϑΥʔϚϯεΛ୲อ
  6. ৘ใྔͷൃల • ͱ͋ΔϢʔβʔ͸ • ීஈɺ͜͏͍͏ߦಈΛͱ͓ͬͯΓɺ • ͓ͦΒ͘ʓʓ͋ͨΓʹॅΜͰ͍ͯɺ • ˚˚ʹۈ຿͍ͯ͠Δ •

    ࠷ۙ˘˘Ͱങ͍෺ͨ͠ͻͱͩͱࢥΘΕ·͢ Buyer͕ΑΓਫ਼౓ߴ͘ Ԡࡳ͢ΔͨΊͷ3Party৘ใ DMP
  7. • ͍ͭ • ୭͕ • ͲΜͳ୺຤ʢ௨৴؀ڥ, ҐஔʣͰ • ͲΜͳΞϓϦʹ๚Ε •

    ͦ͜ʹ͸˓˓ͳ޿ࠂ͕ྲྀͤ·͢Α • ࢹೝੑ͸˚˚͘Β͍Ͱ • ͜Ε·Ͱͷ࣮੷Ͱ͸˘˘%͘Β͍ͷCTRͰ͢ • ෆਖ਼ରࡦࣄۀऀͷධՁ͸XX͘Β͍ͳͷͰɺ݈શͰ͢ Buyer͕ΑΓਫ਼౓ߴ͘ Ԡࡳ͢ΔͨΊͷSeller৘ใ ৘ใྔͷൃల
  8. Google Ad Manager • Not just an ad server or

    Sell-Side Platform (SSP)—a complete ad platform • Ͳ͏͍͏औҾܗଶͰ͋ΕɺجຊతʹऔҾ ͸ProgrammaticʹߦΘΕΔੈք • Exchange͸ͨͩͷΦʔΫγϣϯࢢ৔Ͱ ͸ͳ͘ɺSalesChannelͰ͋Δ Ҿ༻ݩ: https://www.blog.google/products/admanager/introducing-google-ad-manager/
  9. Google Ad Manager ͷ Authorized Buyerͱͯ͠ • Buyer͸ͨͩͷAutionೖࡳऀͰͱͲ·Βͳ ͍ɻଟ༷ͳऔҾΛѻ͑Δٕज़Λ਎ʹ͚ͭΔඞ ཁ͕͋Δɻ

    • ੲͳ͕Βͷ޿ࠂऔҾ͕Programmaticʹஔ͖ ׵ΘΔɻͦΕΒΛ͍͔ʹ׆༻͢Δ͔ ʮઌ෺औҾʯΛ࣮ݱ͢ΔͨΊͷ༧ଌٕज़͕େࣄ