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進化する配信ロジックとDSP戦略
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Yoshitomo Hayashi
February 22, 2019
Technology
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進化する配信ロジックとDSP戦略
Yoshitomo Hayashi
February 22, 2019
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Transcript
ਐԽ͢Δࠂ৴ϩδοΫͱ %41ઓུ $"#"4&$".1
ྛ ۍ๎ʢHayashi Yoshitomoʣ w ॴଐ גࣜձࣾαΠόʔΤʔδΣϯτ ϝσΟΞ౷ׅຊ෦ΞυςΫϊϩδʔ։ൃ෦ w ৬छ αʔόʔαΠυΤϯδχΞ
w झຯ ίʔώʔΞχϝεϚϒϥ w ಛٕ μογϡϘʔυ࡞
Tristan Irvine w ॴଐ גࣜձࣾαΠόʔΤʔδΣϯτ ळ༿ݪϥϘ w ৬छ σʔλαΠΤϯςΟετ w
झຯ υϥΰϯϘʔϧԻָΛฉ͍ͯӡಈͯ͠৯͗ͯ͢σϒΔ w ಛٕ ཧը໘σβΠϯ
ϓϩμΫτհͱ৴ϩδοΫʹ͍ͭͯ %41ೖࡳઓུ ༧ଌγεςϜ %41ೖࡳઓུվળ ·ͱΊ
ϓϩμΫτհͱ ৴ϩδοΫʹ͍ͭͯ
ϓϩμΫτհ "NFCB
"NFCB*OGFFE "NFCB ྑ࣭ͳࣗࣾϝσΟΞͷࠂ৴͕Մೳ "NFCBͷΦʔσΟΤϯεσʔλΛ׆༻ͨ͠ ৴͕Մೳ
৴ϩδοΫʢ"NFCB*OGFFEʣ $1. JNQ͋ͨΓͷച্ ച্͕࠷େʹͳΔࠂΛ৴͢Δ ʢΫϦοΫ୯Ձ<$1$>ºΫϦοΫ<$53>º ʣ ࠂ $1.ԁ ࠂ $1.ԁ
ࠂ $1.ԁ Ad-Server
"NFCB%41 "NFCB ֎෦ϝσΟΞ 0QFO35#Ͱ441ͱ ଓ͢Δ͜ͱͰ֎෦ͷ༷ʑ ͳϝσΟΞʹ৴Մೳʹ SSP ֎෦ϝσΟΞ ֎෦ϝσΟΞ
৴ϩδοΫʢ"NFCB%41ʣ ೖࡳֹ$1.ºʢNBSHJOʣ 35#ͷ߹ɺૈརΛಘΔͨΊʹϚʔδϯΛઃఆ͢Δ DSP ೖࡳֹ $1. ࢧ͍ ച্ ૈརԁ 70ԁ
100ԁ SSP ࠂओ
%41ೖࡳઓུ
'JSTU1SJDF"VDUJPO %41" %41# %41$ SSP ೖࡳֹԁ ೖࡳֹԁ ೖࡳֹԁ Ұ൪ߴ͍ೖࡳֹΛఏࣔͨ͠%41͕ɺͦͷֹۚΛ441ʹࢧ͏ɻ ࢧֹԁ
ೖࡳઓུ'JSTU1SJDF"VDUJPO ଞࣾΑΓߴ͘ೖࡳͯ͠৴͍͕ͨ͠ ̍ʣ$1.Ҏ্Ͱೖࡳ͢ΔͱଛΛ͢Δ ̎ʣೖࡳֹ$1.ͱۙ͗͢Δͱૈར͘ͳΔ ཧͷϚʔδϯଞͷ%41ʹΑͬͯมΘΔͷͰ࣮ ݧతʹܾΊΔɻ উ JNQͷૈར Ϛʔδϯ
4FDPOE1SJDF"VDUJPO Ұ൪ߴ͍ೖࡳֹΛఏࣔͨ͠ਓ͕ΦʔΫγϣϯʹউར͢Δ͕ɺࢧ͏ ֹۚ൪ʹߴ͍ೖࡳֹͱͳΔɻ %41" %41# %41$ SSP ೖࡳֹԁ ೖࡳֹԁ ೖࡳֹԁ
ࢧֹԁ
ೖࡳઓུ4FDPOE1SJDF"VDUJPO 0QFO35#Ͱओʹɺ4FDPOE1SJDF"VDUJPO͕ ࠾༻͞Ε͍ͯΔɻ 441ʹࢧ͏ֹ൪ͷೖࡳֹʹͳΔͷͰɺࣗ ͷೖࡳֹΑΓৗʹ͘ͳΔɻ͜ͷ࣌ɺͲΕ͘Β͍ ϚʔδϯΛऔΕ͍͍ʁ େ͖͍ϚʔδϯΛऔΔͱೖࡳֹ͕Լ͕Γউ͕Լ ͕Δ͕ɺখ͍͞ϚʔδϯΛऔΔͱ ૈརݮΒͣʹউΛ্͛Δ͜ͱ͕ग़དྷΔʂ $1.
ೖࡳֹ Ϛʔδϯ ࣾͷೖࡳֹ ʢࢧֹʣ ૈར
ͰϚʔδϯ͕͍͍ʁʁ ೦͕ͩɺೖࡳ࣌ʹ$1.Λ͍ͬͯΔΘ͚Ͱͳ͍ɻ ਖ਼֬ʹ༧ଌ͠ͳ͍ͱ͍͚ͳ͍ʂ F$1.$1$ºF$53º ೖࡳઓུ4FDPOE1SJDF"VDUJPO F$1. ೖࡳֹ Ϛʔδϯ ࣾͷೖࡳֹ
ʢࢧֹʣ ࣮ࡍͷ$1. ଛࣦ ϚʔδϯΛF$1.ͷ༧ଌޡࠩҎʹ ઃఆ͢ΔͱଛΛ͢ΔՄೳੑ͕͋Δ উ ଛࣦ Ϛʔδϯ
༧ଌਫ਼ͷӨڹ "NFCB*OGFFE "NFCB%41 ߴ͗͢Δ$53༧ଌ ૬ରతͳϥϯΩϯάͷͨΊ ಛʹͳ͍ ߴ͍$1.Ͱೖࡳ͢Δ͕ ࣮ࡍʹΫϦοΫ͞ΕͣʹଛΛ͢Δ ͗͢Δ$53༧ଌ ૬ରతͳϥϯΩϯάͷͨΊ
ಛʹͳ͍ ࢉग़͞ΕΔ$1.͕͘ͳΓ ΦʔΫγϣϯͰউͯͣʹ ৴͞Εͳ͍ ߴ͗͢Δ$73༧ଌ దੑΑΓߴ͍$1$ͷͨΊ ඪ$1"ʹର࣮͠ࡍͷ$1"͕ߴ͗͢Δ݁Ռʹ ʢࠂओ͢Δʣ ͗͢Δ$73༧ଌ దੑΑΓ͍$1$ͷͨΊ ඪ$1"ʹର࣮͠ࡍͷ$1"͕͗͢Δ݁Ռʹ ʢϓϩμΫτͱͯ͠ച্ݮʣ
༧ଌγεςϜ
*NQSFTTJPOൃੜޙɺ Ұఆ࣌ؒ$MJDL͕ൃੜ ͢ΔͷΛͪɺ$MJDL ͞Ε͔ͨͲ͏͔ͷϑϥ άΛ༩͢Δ ετϦʔϛϯάֶशͱ༧ଌγεςϜ %BUB+PJOFS "HHSFHBUPS -FBSOFS 1SFEJDUPS
ֶशʹඞཁͳσʔλΛ ूΊͯ-FBSOFSʹ͢ ૹΒΕͨσʔλΛֶश ͠ϞσϧΛ࡞͢Δ ʢִؒͰߋ৽ʣ ֶश͞ΕͨϞσϧΛ ༻ͯ͠༧ଌΛฦ͢ "E4FSWFS
"NFCB*OGFFE "NFCB%41 "NFCB%41ల։ %BUB+PJOFS "HHSFHBUPS -FBSOFS 1SFEJDUPS %BUB+PJOFS "HHSFHBUPS -FBSOFS
1SFEJDUPS w ಉ͡ߏͰ%41༻ͷڥΛ༻ҙ ଞڥͷϩάྔ૿ՃͷӨڹΛड͚ͳ͍ Α͏ʹ w 35#ݻ༗ͷಛྔΛֶश 441 *"#ΧςΰϦ w "NFCB*OGFFEͷσʔλֶश %41ͷσʔλ͚ͩͰֶशʹඞཁͳσʔ λྔΛ֬อͰ͖ͳ͍Մೳੑ͕͋ΔͨΊ
༧ଌΞϧΰϦζϜબ 'BDUPSJ[BUJPO.BDIJOF '. "EBHSBEΦϓςΟϚΠβʔΛ͏ '.ΦϯϥΠϯͰจ຺Λߟྀͨ͠ϚτϦΫεϑΝΫτϥΠθʔγϣϯΛߦ͑ΔΞϧΰϦζϜͰ͢ɻ εύʔεσʔλʹڧ͘ετϦʔϛϯάͰߋ৽Մೳ "EBHSBEΦϓςΟϚΠβʔʹΑͬͯ৽نσʔλͬͱֶ͘श͞ΕΔ ଞީิΞϧΰϦζϜ w
ϩδεςΟοΫճؼૉૣ͍ߋ৽Ͱ͕͢Ϣʔβɾࠂͷ૬ޓ࡞༻߲ܭࢉͮ͠Β͍ w (#%5૬ޓ࡞༻߲ͷܭࢉʹ༏लͰ͕͢εύʔεσʔλʹऑֶ͍͠श͕͍͠ɻ w 'JFME"XBSF'BDUPSJ[BUJPO.BDIJOF࠷ۙ$53༧ଌͷ,BHHMFͰ༏উ͍ͯ͠ΔΞϧΰϦζ ϜɻͰϝϞϦʔফԽ'.ͷഒɻ w σΟʔϓϥʔχϯάকདྷతʹՄೳͰ͕͢୯७ͷ࡞ΓํͩͱϝϞϦফԽݫ͍͠ɻ
༧ଌิਖ਼ʢΩϟϦϒϨʔγϣϯʣ w "NFCB*OGFFEͷ߹ϦΞϧλΠϜͰ$1.ͷ૬ର͕͔Εྑ͍ɻ Ұ൪ߴ͍$1.ͷࠂΛ৴͢Δ w 35#ͷ߹$1.ͷઈର͕ඞཁͱͳΔ Ϗουֹ$1.Ҏ্ͩͱଛΛ͢ΔՄೳੑ͕͋Δ ༧ଌ$1.͗͢Δͱউ͕Լ͕Δ ϕʔεͷ༧ଌΞϧΰϦζϜ'BDUPSJ[BUJPO.BDIJOFΛ͍ͬͯ Δ͕ɺສೳͰͳ͍ͷͰɺ͋ͱͰ༧ଌΛ*TPUPOJDճؼͰௐ͢Δ
*TPUPOJDճؼͱ͍͏ͷࣗ༝ʹϑΟοτ͢ΔΞϧΰϦζϜͰ͕͢ɺ ϑΟοτઢ্͕Δ͔͠ແ͍ʢࠨهΛࢀরʣ
ΩϟϦϒϨʔγϣϯͷద༻ ؒͷσʔλΛूΊͨΒΩϟϦϒϨʔγϣϯௐ Λܭࢉ͢͠ ֶशσʔλΛݸͷϏϯʹ͚ͯɺJTPUPOJDճؼ Λ͔͚Δ ଛࣦલճͷΩϟϦϒϨʔγϣϯ݁ՌͰܭࢉ͞ΕΔ ධՁʹਖ਼نԽͯ͠Δ.4&Λ͏ ࣮ࡍͷCTR ༧ଌCTR
༧ଌಛྔ ࠂओͷσʔλ Ϣʔβʔͷσʔλ ۀछʢԽহɺϑΝογϣϯɺήʔϜɺۚ༥ʣ σϞάϥϑΟοΫ ʢੑผɺྸɺҬʣ λʔήοτͱ͍ͯ͠Δސ٬ʢঁੑʣ ๚Ε͍ͯΔϝσΟΞ ͷใʢະରԠʣ ϢʔβʔͷΞΫςΟϒ࣌ؒଳΫϥελʢ࠷ۙՃʣ
ΫϦΤΠςΟϒ-1ͷใʢະରԠʣ Ϣʔβʔͷڵຯؔ৺Ϋϥελʢ࠷ۙՃʣ ίϯόʔδϣϯͨ͠ϢʔβʔͷใʢະରԠʣ Ϣʔβʔ͕࣍ʹΫϦοΫͦ͠͏ͳࠂ༧ଌʢՃ༧ఆʣ ಛྔΛ࡞͢Δͱʮ"NFCB*OGFFE$53$73ʯʮ"NFCB%41$53$73ʯͷͭͷγεςϜͰվ ળʹཱͯΔՄೳੑ͕͋Δɻ ͍·ϢʔβʔಛྔΛՃ͢Δ͜ͱʹूத͍ͯ͠Δɻ
࣌ؒଳΫϥελ Ϣʔβʔͷࠂ৮࣌ؒΛɺLNFBOT๏ʹΑΓಛ͝ͱʹάϧʔϓʹྨ͢Δ ओ්ܕ ܕ ࣾձਓܕ ݸਓࣄۀओܕ
Ϣʔβʔڵຯؔ৺Ϋϥελ ᶃࠂจΛFNCFEEJOHWFDUPSʹม ࠂ ৴͡ΒΕͳ͍΄Ͳ ඒഽʂ ࠂ ϓϧϓϧ͢͢ ͷ͓ഽʹʂ ࠂ ࠷ߴڃʂඒഽԽহ
ਫ ࠂ৮ཤྺ Y Y Y V ᶄ͠߹ΘͤͯϢʔβʔ ϕΫτϧΛ࡞Δ ᶅϢʔβʔϕΫτϧΛΫϥελϦϯά V V V V V V V V
%41ೖࡳઓུվળ
%41ͷվળ݁Ռ w ച্ӈݞ্͕Γʹ૿Ճ w $53༧ଌਫ਼্ʹΑΓૈར͕૿Ճ ϓϩμΫτͷͷͨΊʹૈརͰͳ͘ ࠂओ͕تͿγεςϜΛ࡞Δ͖Ͱ͢ʂ ͳͷͰɺૈརΛ٘ਜ਼ʹͯ͠ࠂओͷ৴ྔ Λ࠷େԽ͢ΔͨΊͷػೳΛ࡞Γ·ͨ͠ɻ
্ͤ$1. • ૈརΛԼ͛ͯɺeCPMʹ্ͤΛߦ͏ͱউɾച্͕૿͑Δ͔ • PID੍ޚͰૈར͕ඪʹͳΔΑ͏ʹ্ͤCPMΛܭࢉ ※ ޡࠩʹԠ͍͢͠Α͏ʹࢦؔΛ࠾༻
·ͱΊ
·ͱΊ w ࠂͷجຊతͳ৴ϩδοΫΛઆ໌ w "NFCB*OGFFEͷ༧ଌγεςϜΛ"NFCB%41ʹద༻ w 35#ʹ߹ΘͤͨೖࡳઓུΛհ w ༧ଌਫ਼ΛΩϟϦϒϨʔγϣϯػೳͱ৽نಛྔΛ༻͍ͯվળ w
ૈརΛԼ͛Δ͜ͱͰ35#ͷউͱച্Λ্͛ΔػೳΛհ
͋Γ͕ͱ͏͍͟͝·ͨ͠