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進化する配信ロジックとDSP戦略

 進化する配信ロジックとDSP戦略

Yoshitomo Hayashi

February 22, 2019
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  1. Tristan Irvine w ॴଐ גࣜձࣾαΠόʔΤʔδΣϯτ ळ༿ݪϥϘ w ৬छ σʔλαΠΤϯςΟετ w

    झຯ υϥΰϯϘʔϧԻָΛฉ͍ͯӡಈͯ͠৯΂͗ͯ͢σϒΔ w ಛٕ ؅ཧը໘σβΠϯ
  2. ༧ଌਫ਼౓ͷӨڹ "NFCB*OGFFE "NFCB%41 ߴ͗͢Δ$53༧ଌ஋ ૬ରతͳϥϯΩϯάͷͨΊ ಛʹ໰୊ͳ͍ ߴ͍$1.Ͱೖࡳ͢Δ͕ ࣮ࡍʹ͸ΫϦοΫ͞ΕͣʹଛΛ͢Δ ௿͗͢Δ$53༧ଌ஋ ૬ରతͳϥϯΩϯάͷͨΊ

    ಛʹ໰୊ͳ͍ ࢉग़͞ΕΔ$1.͕௿͘ͳΓ ΦʔΫγϣϯͰউͯͣʹ ഑৴͞Εͳ͍ ߴ͗͢Δ$73༧ଌ஋ దੑΑΓߴ͍$1$ͷͨΊ ໨ඪ$1"ʹର࣮͠ࡍͷ$1"͕ߴ͗͢Δ݁Ռʹ
 ʢ޿ࠂओ͸཭୤͢Δʣ ௿͗͢Δ$73༧ଌ஋ దੑΑΓ௿͍$1$ͷͨΊ ໨ඪ$1"ʹର࣮͠ࡍͷ$1"͕௿͗͢Δ݁Ռʹ ʢϓϩμΫτͱͯ͠ച্ݮʣ
  3. *NQSFTTJPOൃੜޙɺ Ұఆ࣌ؒ$MJDL͕ൃੜ ͢ΔͷΛ଴ͪɺ$MJDL ͞Ε͔ͨͲ͏͔ͷϑϥ άΛ෇༩͢Δ ετϦʔϛϯάֶशͱ༧ଌγεςϜ %BUB+PJOFS "HHSFHBUPS -FBSOFS 1SFEJDUPS

    ֶशʹඞཁͳσʔλΛ ूΊͯ-FBSOFSʹ౉͢ ૹΒΕͨσʔλΛֶश ͠ϞσϧΛ࡞੒͢Δ ʢ෼ִؒͰߋ৽ʣ ֶश͞ΕͨϞσϧΛ࢖ ༻ͯ͠༧ଌ஋Λฦ͢ "E4FSWFS
  4. "NFCB*OGFFE "NFCB%41 "NFCB%41΁ల։ %BUB+PJOFS "HHSFHBUPS -FBSOFS 1SFEJDUPS %BUB+PJOFS "HHSFHBUPS -FBSOFS

    1SFEJDUPS w ಉ͡ߏ੒Ͱ%41༻ͷ؀ڥΛ༻ҙ ଞ؀ڥͷϩάྔ૿Ճ౳ͷӨڹΛड͚ͳ͍ Α͏ʹ w 35#ݻ༗ͷಛ௃ྔΛֶश 441 *"#ΧςΰϦ w "NFCB*OGFFEͷσʔλ΋ֶश %41ͷσʔλ͚ͩͰ͸ֶशʹඞཁͳσʔ λྔΛ֬อͰ͖ͳ͍Մೳੑ͕͋ΔͨΊ
  5. ༧ଌΞϧΰϦζϜબ୒ 'BDUPSJ[BUJPO.BDIJOF '.  "EBHSBEΦϓςΟϚΠβʔΛ࢖͏ '.͸ΦϯϥΠϯͰจ຺Λߟྀͨ͠ϚτϦΫεϑΝΫτϥΠθʔγϣϯΛߦ͑ΔΞϧΰϦζϜͰ͢ɻ εύʔεσʔλʹڧ͘ετϦʔϛϯάͰߋ৽Մೳ "EBHSBEΦϓςΟϚΠβʔʹΑͬͯ৽نσʔλ͸΋ͬͱ଎ֶ͘श͞ΕΔ ଞީิΞϧΰϦζϜ w

    ϩδεςΟοΫճؼૉૣ͍ߋ৽Ͱ͕͢Ϣʔβɾ޿ࠂͷ૬ޓ࡞༻߲͸ܭࢉͮ͠Β͍ w (#%5૬ޓ࡞༻߲ͷܭࢉʹ༏लͰ͕͢εύʔεσʔλʹऑֶ͍͠श͕஗͍͠ɻ w 'JFME"XBSF'BDUPSJ[BUJPO.BDIJOF࠷ۙ$53༧ଌͷ,BHHMFͰ༏উ͍ͯ͠ΔΞϧΰϦζ ϜɻͰ΋ϝϞϦʔফԽ͸'.ͷഒɻ w σΟʔϓϥʔχϯάকདྷతʹՄೳͰ͕͢୯७ͷ࡞ΓํͩͱϝϞϦফԽ͸ݫ͍͠ɻ
  6. ༧ଌಛ௃ྔ ޿ࠂओͷσʔλ Ϣʔβʔͷσʔλ ۀछʢԽহ඼ɺϑΝογϣϯɺήʔϜɺۚ༥ʣ σϞάϥϑΟοΫ
 ʢੑผɺ೥ྸɺ஍Ҭʣ λʔήοτͱ͍ͯ͠Δސ٬૚ʢ୅ঁੑʣ ๚Ε͍ͯΔϝσΟΞ ঎඼ͷ৘ใʢະରԠʣ ϢʔβʔͷΞΫςΟϒ࣌ؒଳΫϥελʢ࠷ۙ௥Ճʣ

    ΫϦΤΠςΟϒ΍-1ͷ৘ใʢະରԠʣ Ϣʔβʔͷڵຯؔ৺Ϋϥελʢ࠷ۙ௥Ճʣ ίϯόʔδϣϯͨ͠Ϣʔβʔͷ৘ใʢະରԠʣ Ϣʔβʔ͕࣍ʹΫϦοΫͦ͠͏ͳ޿ࠂ༧ଌʢ௥Ճ༧ఆʣ ಛ௃ྔΛ࡞੒͢Δͱʮ"NFCB*OGFFE$53$73ʯʮ"NFCB%41$53$73ʯͷͭͷγεςϜͰվ ળʹ໾ཱͯΔՄೳੑ͕͋Δɻ ͍·͸Ϣʔβʔಛ௃ྔΛ௥Ճ͢Δ͜ͱʹूத͍ͯ͠Δɻ
  7. Ϣʔβʔڵຯؔ৺Ϋϥελ ᶃ޿ࠂจΛFNCFEEJOHWFDUPSʹม׵ ޿ࠂ ৴͡ΒΕͳ͍΄Ͳ ඒഽʂ ޿ࠂ ϓϧϓϧ͢΂͢΂ ͷ͓ഽʹʂ ޿ࠂ ࠷ߴڃʂඒഽԽহ

    ਫ ޿ࠂ઀৮ཤྺ Y Y Y  V ᶄ଍͠߹ΘͤͯϢʔβʔ ϕΫτϧΛ࡞Δ ᶅϢʔβʔϕΫτϧΛΫϥελϦϯά V V V V V V V V