How LINE Ads Platform is Constantly Evolving

How LINE Ads Platform is Constantly Evolving

Jinsoo Oh
LINE Plus AD Performance Software Engineer
https://linedevday.linecorp.com/jp/2019/sessions/D1-3

Be4518b119b8eb017625e0ead20f8fe7?s=128

LINE DevDay 2019

November 20, 2019
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Transcript

  1. 2019 DevDay How LINE Ads Platform Is Constantly Evolving >

    Jinsoo Oh > LINE Plus AD Performance Software Engineer
  2. Two and a Half Years Ago…

  3. The Direction of Evolution Become an Advertiser-Friendly Platform Support Smart

    Features Using Machine Learning & Algorithmic Techniques Comply with Industry Standards
  4. Takeaways Gather Professionals in the Ad Industry! Don’t Focus on

    the Beauty of your Logic! Then What? Make your System the Industry Standard! Take a Look at the Features that are Related to Machine Learning & Logic
  5. https://www.linebiz.com/jp/service/line-ads-platform/

  6. https://www.linebiz.com/jp/service/line-ads-platform/

  7. Online Account 2019.11 JP Migration Completed 2019.03 JP Migration Started

    2018. 08 TH OPEN 2017.10 Two and a Half Years Ago…
  8. Two and a Half Years Ago… Conversion Events Added CTR/CVR

    Conversion Auto Bidding Click Auto Bidding
  9. Understanding Some Terms Conversion Event App Install Purchase CVR Conversion

    Rate = # of conversions / # of clicks Bidding Amount 1,000 yen per app install 2,000 yen per purchase
  10. Two and a Half Years Ago… Conversion Events Added CTR/CVR

    Conversion Auto Bidding Click Auto Bidding
  11. Machine Learning & Algorithms System Architecture Two and a Half

    Years Ago…
  12. Takeaways Gather Professionals in the Ad Industry! Don’t Focus on

    the Beauty of your Logic! Then What? Make your System the Industry Standard! Take a Look at the Features that are Related to Machine Learning & Logic
  13. Takeaways Gather Professionals in the Ad Industry! Don’t Focus on

    the Beauty of your Logic! Then What? Make your System the Industry Standard! Take a Look at the Features that are Related to Machine Learning & Logic
  14. System Architecture > Standard Protocols such as OpenRTB and VAST

    > Scalability > Components that Follow the Industry Standard
  15. System Architecture A Brief View of the AD System

  16. System Architecture A Brief View of the AD System Supply

    Side Platform SSP Demand Side Platform DSP
  17. System Architecture Supply Side Platform SSP Demand Side Platform DSP

    A Brief View of the AD System
  18. Supply Side Platform SSP Demand Side Platform DSP System Architecture

    A Brief View of the AD System Ad Serving Ad Manager
  19. System Architecture A Brief View of the AD System Supply

    Side Platform SSP Demand Side Platform DSP Data Management Platform DMP Data Pipeline Pipeline
  20. System Architecture Some Examples Supply Side Platform SSP Demand Side

    Platform DSP OpenRTB
  21. Some Examples System Architecture Supply Side Platform FIVE SSP Demand

    Side Platform DSP OpenRTB
  22. Takeaways Gather Professionals in the Ad Industry! Don’t Focus on

    the Beauty of your Logic! Then What? Make your System the Industry Standard! Take a Look at the Features that are Related to Machine Learning & Logic
  23. Advertiser https://www.linebiz.com/jp/service/line-ads-platform/

  24. Advertiser

  25. Advertiser Supporting Strategies for Each Marketing Goal

  26. Marketing Goal

  27. Marketing Goal

  28. Marketing Funnel Interest Consideration Conversion Retention Brand Awareness

  29. Marketing Funnel Interest Consideration Conversion Retention Brand Awareness

  30. Interest Consideration Conversion Retention Brand Awareness Marketing Strategy

  31. Ad Performance Advertiser Interest Consideratio n Convers ion Retentio n

    Brand Awareness
  32. Advertiser Target Event: App Install Willingness To Pay: 5,000 Yen

    per App Install Couldn’t Be Happier If You Can Lower the Price Under 5,000 Yen
  33. Interest Consideration Conversion Retention Brand Awareness Marketing Strategy

  34. Advertiser Target Event: App Install Willingness To Pay: 5,000 Yen

    per App Install Auto Bidding With Bid Cap Supporting App Install Conversion : Couldn’t Be Happier If You Can Lower the Price Under 5,000 Yen
  35. Auto Bidding With Bid Cap Supporting App Install Conversion :

    CTR (Click Through Rate) CVR (Conversion Rate) BA (Bidding Amount) Building Block
  36. Before This, We Prioritize Other Issues

  37. 3 Important Things Before Logic Real-time Monitoring Real-time Serving Experimental

    Environment
  38. Real-Time Monitoring

  39. Real-Time Monitoring

  40. Prometheus & Grafana Real-Time Monitoring

  41. Druid / Imply OLAP

  42. Experiment Environment

  43. Experimental Environment Offline Test Online Test Data Pipeline

  44. Online Test Offline Test Multi A/B Test Experimental Environment

  45. Real-Time Serving

  46. Latency Data Pipeline Model Performance Real-Time Serving

  47. Latency Joiner Model Performance Real-Time Serving QA Tools Various Logs

  48. 3 Important Things Before Logic Real-time Monitoring Real-time Serving Experimental

    Environment
  49. Real-time Monitoring Real-time Serving Experimental Environment Interest Consideratio n Convers

    ion Retentio n Brand Awareness
  50. None
  51. Takeaways Gather Professionals in the Ad Industry! Don’t Focus on

    the Beauty of your Logic! Then What? Make your System the Industry Standard! Take a Look at the Features that are Related to Machine Learning & Logic
  52. Latency Real-Time Model Performance CTR Prediction

  53. Latency Real-Time Model Performance CTR Prediction Logistic Regression Factorized Machine

    Field-Aware Factorized Machine FTRL- Proximal Gradient Boosting Tree Clustering
  54. CVR Prediction Impression Click Conversion Conversion 30 Days Later…

  55. CVR Prediction Data Cleansing Rarity Delay Multi-Label

  56. CVR Prediction Data Cleansing Rarity Delay Multi-Label Logistic Regression Delayed

    Feedback Model L-BFGS FTRL- Proximal Exponential Distribution Poisson Distribution
  57. Given Total Budget Auto Bidding small Bidding Amount 3 Time

    Winning Price Budget1 Budget2 Bidding Amount 2 Bidding Amount 1 Total Budget
  58. About 2 and a Half Years Ago… Conversion Events Added

    CTR/CVR Conversion Auto Bidding Click Auto Bidding
  59. About 2 and a Half Years Ago… Conversion Events Added

    CTR/CVR Conversion Auto Bidding Click Auto Bidding
  60. About 2 and a Half Years Ago… Conversion Events Added

    CTR/CVR Conversion Auto Bidding Click Auto Bidding
  61. About 2 and a Half Years Ago… Conversion Events Added

    CTR/CVR Conversion Auto Bidding Click Auto Bidding
  62. Look-Alike

  63. Look-Alike

  64. Look-Alike

  65. Speed Embedding Monitoring / Experimental Environment Look-Alike

  66. About 2 and a Half Years Ago… Conversion Events Added

    CTR/CVR Conversion Auto Bidding Click Auto Bidding New
 Look-Alike Engine
  67. Simulator

  68. About 2 and a Half Years Ago… Conversion Events Added

    CTR/CVR Conversion Auto Bidding Click Auto Bidding New
 Look-Alike Engine R&F Simulator
  69. Optimization Status 0 100 200 300 400 500 600 700

    800 CPA Conversions Calibration
  70. About 2 and a Half Years Ago… Conversion Events Added

    CTR/CVR Conversion Auto Bidding Click Auto Bidding New
 Look-Alike Engine R&F Simulator Optimization Status ?
  71. Auto Delivery Auto Bidding Auto Experiment Auto Series

  72. Takeaways Gather Professionals in the Ad Industry! Don’t Focus on

    the Beauty of your Logic! Then What? Make your System the Industry Standard! Take a Look at the Features that are Related to Machine Learning & Logic
  73. Thank You