How LINE Ads Platform is Constantly Evolving

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

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
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