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

2016ba6b977a2e6691811fa66d5f4336?s=47 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

2016ba6b977a2e6691811fa66d5f4336?s=128

CyberAgent

February 22, 2019
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  1. ΞυςΫϊϩδʔͷ޲͔͏΂͖ະདྷ ~ ޿ࠂऔҾͷཧ૝ͷ࢟ʹ͍ͭͯߟ͑Δ ~ ΞυςΫຊ෦ Ad Tech Studio Dynalyst Shuhei

    Kimura
  2. • ΞυςΫຊ෦ ΞυςΫελδΦ Dynalyst ৽ଔ2011೥౓ೖࣾ Business Officer & Product Manager

    & Software Engineer ໦ଜ ऺฏ Tracking PC Ads Smart Phone Ads Dynamic Retargeting Ads Global Expansion
  3. 1. ϓϩάϥϚςΟοΫόΠΠϯά֎؍ 2. ޿ࠂऔҾͱࣄۀऀؒʹಇ͘ྗֶ 3. ϓϩάϥϚςΟοΫόΠΠϯά͕Ͳ͏ൃల͔ͨ͠ʁ 4. Google ͷ޿ࠂ঎඼ Re-Branding

    ͕ҙຯ͢ΔมԽͱ͸ 5. ·ͱΊ ~ ཧ૝ͷ࢟ʹۙͮͨ͘Ίʹ ~
  4. ϓϩάϥϚςΟοΫόΠΠϯά֎؍

  5. ޿ࠂऔҾͷجຊߏ଄ Advertiser Publisher

  6. Programmatic Buyingͷجຊ Buyer Seller Real Time Bidding Advertiser Publisher

  7. Buyer A Real Time Bidding Buyer B Buyer C Buyer

    Z . . . Seller Z Seller B Seller A . . . Programmatic Buyingͷੈք؍ Advertiser Publisher
  8. ޿ࠂऔҾͱࣄۀऀؒʹಇ͘ྗֶ

  9. Buyer’s Principle Buyer͸ങ͏΂͖InventoryΛద੾ʹೝࣝɺ ධՁֹΛܾఆ͠ɺ৚͕݅߹͑͹Ԡࡳ user-profiling prediction segmentation • Advertiser’s ੍໿৚݅

    - Budget - Targeting - KPI etc .. • Buyer’s ੍໿৚݅ - sales / cost > 0
  10. 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
  11. But it’s not that simple …

  12. Buyer A Buyer B Buyer C Buyer Z . .

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

    ʹͳΔϦεΫ͕͋Δ • Buyer΋λμಇ͖͢Δ༁Ͱ͸ͳ͍ͷͰɺࣄۀऀ ͱͯ͠ఏڙ͢ΔՁ஋෼ͷϚʔδϯΛࠩ͠Ҿ͍ͨ ͏͑ͰύϑΥʔϚϯεΛ୲อ
  14. Publisherऩӹͷ༧ଌੑ • ʢ֓೦ͱͯ͠ʣߴ͘ങͬͯ͘ΕΔͷ͸خ͍͕͠ɺ ͲΕ͘Β͍ͷऩӹʹͳΔ͔༧ଌͰ͖ͳ͍ා͞ ϦεΫϔοδͱͯ͠ɺଟগCPM͕҆ͯ͘΋҆ఆͨ͠ऩӹ ΋֬อ͓͖͍ͯͨ͠ͱ͍͏৺ཧ

  15. ϓϩάϥϚςΟοΫόΠΠϯά͕Ͳ ͏ൃల͔ͨ͠ʁ

  16. ޿ࠂɾࡏݿͷՁ஋ΛΑΓਖ਼֬ʹଌΔͱ͍͏ਐԽ

  17. ৘ใྔͷൃల • ͱ͋ΔϢʔβʔ͸ • ීஈɺ͜͏͍͏ߦಈΛͱ͓ͬͯΓɺ • ͓ͦΒ͘ʓʓ͋ͨΓʹॅΜͰ͍ͯɺ • ˚˚ʹۈ຿͍ͯ͠Δ •

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

    ͦ͜ʹ͸˓˓ͳ޿ࠂ͕ྲྀͤ·͢Α • ࢹೝੑ͸˚˚͘Β͍Ͱ • ͜Ε·Ͱͷ࣮੷Ͱ͸˘˘%͘Β͍ͷCTRͰ͢ • ෆਖ਼ରࡦࣄۀऀͷධՁ͸XX͘Β͍ͳͷͰɺ݈શͰ͢ Buyer͕ΑΓਫ਼౓ߴ͘ Ԡࡳ͢ΔͨΊͷSeller৘ใ ৘ใྔͷൃల
  19. • ͳͥͦͷECαʔϏεͰϞϊΛങ͏ͷ͔ʁͱ͍͏ ཧղ • ঎඼ͷྑ͞͸Ͳ͜ͳͷ͔ʁΛݟ͚ͭΔ • ͦͷήʔϜ͸ͳͥϢʔβʔʹࢧ࣋͞ΕΔͷ͔ͱ ͍͏ཧղʢΠϕϯτʁΩϟϥʁ etc ..ʣ

    ΑΓʮϚʔέςΟϯάʯͱ͍͏ࢹ఺͕ॏཁʹ ޿ࠂ͢Δ঎඼ͦͷ΋ͷͷ৘ใ ͜ͷઌͲ͏ൃలͯ͠΄͍͔͠ʁ
  20. ޿ࠂϏδωεͷ҆ఆੑͱ޲͖߹͏ਐԽ

  21. ΦʔΫγϣϯϝΧχζϜͷଟ༷Խ Second Price Auction First Price Auction Private Auction Preferred

    Deal Programmatic Guaranteed
  22. • ͍ΘΏΔʮઌ෺औҾʯ͕͔ͳΓ૿͑ͯ͘Δͱߟ ͑ΒΕΔ ϦΞϧλΠϜʹ஋෇͚͢Δ ͔Β ະདྷͷՁ஋Λ༧ଌͯ͠ɺઌʹങ͓ͬͯ͘ϑΣʔζʹ ΄΅ۚ༥ͱಉ͡ྺ࢙ΛͨͲΔ ͜ͷઌͲ͏ൃల͢Δ͔ʁ

  23. Googleͷ޿ࠂ঎඼ Re-Branding ͕ ҙຯ͢ΔมԽͱ͸

  24. 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/
  25. Google Ads • ϢʔβʔߦಈͷมԽͱϚʔέςΟϯάι ϦϡʔγϣϯͷෳࡶԽΛΑΓγϯϓϧʹ ͍ͨ͠ • εέʔϧϝϦοτΛ׆͔͠ɺSmall Businessͳސ٬ʹ΋࠷దͳϚʔέςΟϯ άChannelΛఏڙ

    Ҿ༻ݩ: https://www.blog.google/technology/ads/new-advertising-brands/
  26. • ϚʔέςΟϯάखஈͱͯ͠ར༻͢ΔͨΊͷϋʔ υϧΛ͍͔ʹԼ͛Δ͔ͱ΋޲͖߹͏ඞཁ͕͋Δ ʮ༧ࢉ༬͚ͨΒɺΑ͠ͳʹ഑৴͠·͢Θʯ ͱ͍͏ڀۃ࿦͚ͩͰ͸೉͍͠෦෼͕͋Δ ෳࡶʹͳΓ͚ͭͮΔΞυςΫ ͳʹΛҙຯ͢Δ͔ʁ

  27. ·ͱΊ ~ ཧ૝ͷ࢟ʹۙͮͨ͘Ίʹ ~

  28. Google Ad Manager ͷ Authorized Buyerͱͯ͠ • Buyer͸ͨͩͷAutionೖࡳऀͰͱͲ·Βͳ ͍ɻଟ༷ͳऔҾΛѻ͑Δٕज़Λ਎ʹ͚ͭΔඞ ཁ͕͋Δɻ

    • ੲͳ͕Βͷ޿ࠂऔҾ͕Programmaticʹஔ͖ ׵ΘΔɻͦΕΒΛ͍͔ʹ׆༻͢Δ͔ ʮઌ෺औҾʯΛ࣮ݱ͢ΔͨΊͷ༧ଌٕज़͕େࣄ
  29. ͋Γ͕ͱ͏͍͟͝·ͨ͠