2012年6月18日星期一

Internet precise ad targeting technology

Internet precise ad targeting technology, is relying on a huge search engine of Internet users behavior database, personalized in-depth analysis of Internet users in almost all online behavior, according to the demand for advertisers to target audiences, one-on-one communication, providing multi-channel delivery in accordance with the effect.
Original intention of the writing of this article is a summary of their knowledge, and knowledge from the fragments, invisible transformation to talk to others about, to give help. Summarized also raised a lot of hope that these elements can be effective to the students just entering the industry to help. In order to view the convenient, special aggregate.

First, the basics:

1, Http the Header User-Agent

Called the User Agent User Agent Chinese, is part of the Http protocol is an integral part of the header field, the User Agent also referred to the UA. It is a special string head to visit you use the browser type and version, operating system and version, the browser kernel, the identity of the information. Access the site through the identification, the user can display a different layout to provide a better experience for users, or statistical information; for example, using a mobile phone to access Google and computer access is not the same, these Google visitors to the UA to determine the. UA can be disguised.
The standard format of the browser's UA string: Browser Identification (operating system identification; the identity of the level of encryption; language of the browser) rendering engine identifies the version information. However, each browser is different.
String description:
1, the browser identifies
For the purpose of compatibility and promotion, many of the browser identity, browser identity and can not be true browser version, real version information can be found in the UA string tail.
2, the operating system identifies the
operating system identifies the user-agent
3, the encryption level of identification
N: no security encryption I: that the weak secure, encrypted U: Indicates a strong security encryption
4, the browser language
The language specified in the Preferences> General> Language
5, the rendering engine
The mainstream browser rendering engines: Gecko, WebKit, the KHTML, Presto, Trident, the Tasman format: rendering engine / version information
6, the version information
Real browser version information, the format is: browser / version information

Two basic technologies, user tracking - cookie

Cookie is so important that we want to address later repeat orientation, visitor frequency directional, direct users, etc. can be achieved based on this technology, and third-party monitoring tools can be seen in our daily work, such as doubleclick, 99click, and second hand must also use cookie technology, web analytics tools such as GA, Baidu statistics, CNZZ, also need to use cookies. If there are no cookies, Internet advertising market will be a huge blow, especially for the accurate advertising that we are talking about. If there are no cookies, web analytics is not from the start, let alone optimized.
A cookie is a
Cookies in the English language is the meaning of a small dessert, but in computer language, the cookie is when you visit a website, the site of a small text file stored on your computer, along with user requests and pages on the Web server and browser between the pass. It records your user ID, password, pages viewed, time to stay for the identification of the user. The cookie is usually named by the user @ domain format, user is your local user name, domain is the domain of the site visited.
Why you want to Cookie
HTTP protocol is stateless, a browser sends a request, the server can not distinguish between is not the same source, you can not know the last time what the user did. Therefore, the need for additional data used to maintain the session. Cookie is the period of the additional data that is passed along with the HTTP request for the maintenance of the browser and the server session. We can imagine a scene, you are not logged in Jingdong Jingdong on shopping, select the three items into the shopping cart, in the settlement, the Jingdong Why can know what these three products? Yes, cookie!
The cookie works
Cookie HTTP header information in the page code, along with the user request and the page passed between Web servers and browsers. For example: when in the browser address bar, type the URL of the Amazon's browser to read the web page to Amazon send a request, and the results displayed on the monitor. Before sending the pages on your computer to find the cookie file set by the Amazon site, if found, the browser will redirect the cookie file of the data together along with the URL of the previous input is sent to the Amazon server. The server receives the cookie data in the database to retrieve your ID, your purchase history, personal preferences and other information, and record new content, added to the database and cookie files. If not detected cookies, or your cookie information with database information does not comply, then you first visit the site, the server CGI program will create a new ID, and saved to the database.
Cookies knowledge point
A cookie is a browser-based, so when more than one browser installed on your computer, the server will generate more than one cookie. Although it is the same person, but the server is identified as multiple users.
A cookie is a browser-based, when the same computer more than one person use, the server will only generate a cookie. Although more than one person, but the server as a user.
3, the cookie can not cross-device set. For example, at work and at home respectively, using two computers, even if we use the same version of the same kind of browser, we generated two cookie, the server will think that the two users. (PS: Some browsers now can synchronize data such as Chrome, Firefox, 'to avoid this problem)
Please note: all of the above-mentioned Cooke refers to the Http cookie. Have a cookie - Flash cookies, you can solve the problem of multi-browser.
Flash Cookie
FlashCookie FlashPlayer control of the client shared storage technology, in view of the universality of the Flash technology, almost all of the sites used, and therefore have the same role with the Http cookie. Technically, through the use of JavaScript and ActionScript can be the Http cookie and Flash cookie interoperability.
Flash cookie advantage of:
1, cross-browser: Whether installed on the user's computer, the number of browsers or different versions of the browser, use the Flash cookie enables to share a cookie on all browsers.
Difficult to delete: All browsers offers a quick way to clear the Http cookie, Flash cookies and there is no such way, and save location is very subtle, difficult to remove Internet users.
3, larger capacity: the Flash cookie can accommodate up to 100 kilobytes of data, a standard HTTP cookies 4 kilobytes.
As a sales staff of the online advertising industry, the understanding of the above knowledge has been more than sufficient. If you would like to know more, you can then look down.
The number of cookies
1, most browsers support up to 4096 bytes of the cookie. It is best to use cookies to store the user ID and the class identifier, details of the user through the user ID read from the database or other data source.
2, the browser restriction site in the number stored in the cookie on a user's computer. Most browsers only allow each site to store 20 cookie; when the store more Cookie, the oldest cookies will be discarded. Some browsers also on the total number of cookies from all sites they will accept an absolute limit, usually 300.
The cookie expiration time
A browser's cookie settings to decide whether to save the cookie data. If the browser does not allow cookies to save, then close your browser, these data disappeared.
2, if the browser allows you to save cookies, cookie time determined by server settings. Cookie has a property of the Expires (valid), this property determines the retention time of the cookie, the server can set the Expires field value, to change the cookie to save time. If you do not set this property, then the Cookie is valid only during the visit the website, close the browser, these cookies disappear automatically, the vast majority of sites this is the case. Under normal circumstances, the cookie contains the Server, the Expires, Name, value of several fields, which the server only the contents of the Name and the value field, the Expires and other fields only to tell the browser how to deal with these cookies.
First-party cookies and third-party cookies
Third-party monitoring tools and website analysis tools will be designed for third-party cookies. The so-called first-party and third-party statement is used to determine the attribution of the cookie, this attribution is recorded in a cookie domain (domain). The only difference of the first and third party only: whether the cookie domain name and the domain of the visit is the first party, whether it is a third party. For example: If you visit site www.chinawebanalytics.cn the time, the site set a cookie on your computer, the domain name is www.chinawebanalytics.cn of the inside of the record, then this cookie is the first side is yours to access website www.chinawebanalytics.cn. If you visit the site www.chinawebanalytics.cn, the cookies set on your computer domain is www.abc.com, then the cookie is the third-party cookie, in the final www.abc.com all.
So, the first party cookies does not necessarily need to own server from a Web site to their own establishment, other sites can also be established for it; first party cookies is not necessarily a website to read it fully may be read by a third party.

Directional Technology:

1, directional language

1, the source of language
Simple to understand, the language refers to the user's browser language, browser Http Header Accept-Language field.
http header
2, the browser's Accept-Language is determined by the browser's language settings.
Browser's default language
3, the default language of the browser settings and browser language unrelated to default inheritance of the operating system language.

2, the browser orientation

Browser directed to the same need to rely on Http header information transmission in all browsers when you open the page in the User-Agent.

3, the operating system orientation

Orientation of the operating system rely on the User-Agent http header information of the transmission when you open the page in all browsers.

4, geographical orientation

Orientation depends on the geographical identification of IP addresses, IP protocol is the underlying protocol of the Internet, the first day of the birth from the network, geographical orientation can be used.
Popular speaking, the IP address is on the Internet all the hosts of the building, access to the Internet is one of our homes, in which individuals, units. Personal residence one is a building unit of more than a public building, due to planning reasons, some accommodation will have more than one building, is also planning, building sometimes changes. The IP address of this character, a host can have multiple IP addresses, multiple hosts can also be a public one IP address.
In reality, no matter how planning, through the building, we can find we are looking for accommodation, but also clearly the physical location of residence. Similarly, in the network, by IP address can also be positioned to the host we need are looking for, and well aware of the geographic location of the host. So that we can ad geographical orientation.
Technically speaking, the geographical orientation of the work logic is:
Depending on the configuration when a request is sent to the server, the server (Apache, for example, the Apache Httpd configuration) records requested under the relevant data, composed of the log file, log basic request time, request IP, requested URL, the request Reffer, the User-Agent request and other information will be collected from the IP address with the IP database right, that can determine the location of the requester, such as Taiyuan, Shanxi Province.
Free IP library has the pure version of the QQ IP database, which we usually refer to pure IP library collection, including China Telecom, China Netcom, the Great Wall Broadband, broadband network, Juyou broadband ISP accurate IP address data, including the most comprehensive Internet cafes data. IP database is updated once every five days, companies can revised on this basis.
The present geographic orientation is the orientation for the province and prefecture-level cities, directed basically against the county-level city or district level, are very inaccurate.

5, repeat orientation

Beginning in 2010 with the popular electric provider website, the Internet advertising industry as a directional way - repeat orientation. Repeat orientation is put forward with the development of a precise concept. As the name suggests, the repeat orientation is reach advertisers site a user or users of a certain behavior for orientation.
From concept, we can repeat orientation of the three basic points: to reach; 2, a point or a behavior; directional running. These three points is also the place to repeat the directional orientation difference and the crowd.
From a marketing point of view, we need to take the marketing strategy may be different for different depth to reach the user or users of the different behavior. Electricity supplier website shopping process examples. Electricity supplier website shopping process is divided into the following steps:
Electric supplier shopping steps funnel plot
1 for browser goods, we should analyze his record, he was interested in commodities, then he was interested in the advertising pushed to the front of him (if you want to be perfect for each users have different advertising displays, the need for what conditions? we can comment, we share together.)
For the goods Add to Cart at this time may be more important to give him an e-coupons, in order to promote the next single.
3, reached registered or login screen, but did not complete the registration and login, goods upcoming sale of the Hope or upcoming price Countdown to give him a better promote its back order.
4, to fill out the shipping address page, but did not submit orders, suggesting that free postal charges or tell him "one more step you will complete the order" may be a good way.
5, has been submitted to the orders of our old customers, and should recommend the associated product information to promote the secondary consumer.
Therefore, the repeat-directed delivery, must have the following three steps:
1, set the repeat population monitoring. Support repeat orientation system must be able to support the monitoring of the various points, extract monitoring code is a must. How to achieve good system can make use of a monitoring code, through data analysis to draw repeat customers of the different monitoring points (say?); Poor system setting function of the different monitoring points for each monitoring point to extract the various monitoring code.
2, finishing a unique marketing demands of users for each monitoring point. Production for the different ideas of different repeat customers.
3, delivery system targeted advertising to repeat.
In general, directed more accurate, can get the amount will be less, therefore, do repeat orientation, should not and then select the media launch. From another point of understanding, repeat orientation is already the most advanced precision target user orientation, the significance of the medium of choice for significantly weakened.
Above-mentioned repeat customers in the pure sense of the orientation, and will repeat the definition of a very wide view of the repeat orientation welcome the concept of precision and poor flow, some person or company balance, such as to site, the point advertising people, read the advertising people are counted as repeat customers, this is just another Chinese characteristics. This kind of thing, but unfavorable to the development of the advertising market.

6, the crowd directed

Groups orientation is actually the target population orientation, marketing, product positioning, and population segments is a very important concept, this concept has been recognized by the market, each product have been identified early in the design, production the target population. From our advertising delivery, marketing is concerned, must be hoping to give the target population, to promote is a waste of spent outside the target population.
But in the past, the media, want to fully identify the user to determine whether the target population is not an easy thing, even in theory is completely impossible, only go through the different means of media as much as possible close to the target population (television, radio, magazines are how to determine their own audience? someone to discuss it?) But even so, also produced the most famous words of an advertising industry - I know that advertising wasted a half, but I do not know exactly which half.
In the Internet era, through the power of technology, can be infinitely close to almost accurately determine the properties of each individual, orientation services for advertisers to target groups. However, the Internet is just unlimited access to, rather than the exact marked personal property. Currently, the closest is similar to Rowe D & B data (Incidentally, CCTV 315 party exposure, Rowe D & B can only be free of advertising, rather than fight).
Closer to home, for us to say that the Internet crowd orientation. Internet companies often talk about the crowd directed not simply the natural attributes of the population (demographic), but also includes crowd interest (interest), crowd behavior (behavior), shopping behavior (purchasing).
Crowd orientation
Note: here we are talking about crowd behavior, advertising behavior, such as browsing the ads, click on the ads, and forwarding, download advertising and other interactive behavior. Currently on the market often have some companies advertised behavioral targeting, but allowed to expand the one that is just the orientation of the user's browsing behavior is correct, no flaws in the argument, but then asked, but still this one. This only shows that this company Fudge without real chapter of the facts (we talk about why the instructions?)
Really provide the targeted company, regardless of the companies provide what kind of crowd orientation, the above-mentioned four categories of property or behavior are based on the cookies technology (understanding of cookie), through the Internet browsing behavior on the user's long-term analysis of the obtained the. The resource advantages of each company is different, no one company can establish a sound data.
Natural attributes (demographic)
Natural attributes, including gender, age, education, region, marital status, family status (whether there are children, child age), income (personal income, household income), industry, occupation and other information. Not solely through the Internet browsing behavior analysis to such a comprehensive and accurate information, there is mainly to find the real sample analysis modeling-based. The natural properties of the most accurate data to iResearch data.
Population of interest (interest)
The crowd interest in each company will have a different perception. At present, the interest data is You easily the best, You easily the data is open to the public, can you audience engines see.
Of crowd behavior (behavior)
Above comment said the crowd behavior is just a behavior, search engine resources, you can join the monitoring of search behavior (such as Baidu search customer orientation - has been added keyword search in Baidu put the customer promotion group creative in their browser to the specified delivery site.); microblogging data can be added to the concern and attention behavior (Sina this?), so the crowd behavior, the definition of difference is the largest.
Shopping behavior (purchasing)
Shopping behavior refers to the role as consumers, the consumption data of Internet users. There is no doubt that shopping data Taobao is the second, no one can claim to first.
Advertising system, all of the properties or behavior of the user can be free combination setting. But all of the above properties or behavior can be a full understanding of the user yet? Is not! This is a divergence of the proposition, each have different views. For example, we can add the user's device (PC, Pad, mobile devices, etc.) to describe the user through the user access channel. There are other point of view, we message discuss it!

7, the number of concurrent

In the era of days sale or sold on a time, do not need to consider the concurrent number of times. Only at the time of sale in accordance with the show times (CPM), will it be possible to consider advertising concurrent setting.
Sale in accordance with CPM advertising speed, there are two - as soon as possible to put in and put in uniform. Put on a good understanding as soon as possible, as soon as possible put finished the prescribed amount. Uniform put on the uniform delivery finished the amount of provisions within the stipulated time. For example, put in the 1000 CPM, choose to put the means of advertising in the first x hours put in is completed, then the time of the (24-x) will not see the ads as soon as possible within a day; uniform put means that we need also see the ads in the first 23 hours, 59 time-sharing. This is how to do it? You need to use the concurrent number of settings.
Complicated by the number refers to the number of broadcast advertising a period of time, its purpose is to guarantee the uniform of the advertising put. Complicated by the number calculated as follows: the amount of advertising / put length. Note: here long needed, according to the units of seconds, minutes, engraved calculated. Complicated by the number of rules need to be advertising the core support, within the prescribed length of time, advertising is not the concurrent number of ads can show. After reaching the set number of times not to be displayed.
Thinking about a question: if an advertisement requirements put 1000CPM, the PV of the media the day it is 1000CPM, then as soon as possible to put in whether it can cover the amount of advertising requirements? Uniform to put on the can cover the amount of advertising regulations? If you run to finish, how we need to do before they can finish?

8, the orientation sessions

Every campaign, every promotional activities, there will be cycle setting. A launch activities have been worked out in every media, each media delivery cycle have been identified. Television, radio, newspapers and magazines based on the broadcast time and advertising order, as well as newspapers and magazines, the number of periods to determine the launch cycle. While Internet advertising start date, end date and running time periods to determine the release period (Note: The running time is the time of the server).

9, pages directed

Web page orientation refers to the orientation, so that ads on the specified URL for a specific URL. Web page orientation is infrequently used in the Internet advertising orientation orientation.
There are two pages directed the core technology:
How to obtain the URL of the current page, pay attention to Reffer this page is non-the Http Header. The current page URL through JS code on the page, to be considered when designing the JS code is placed in the iFrame, and may even be placed in several layers of nested iFrame.
2, the advertising system need to be considered in the orientation set to the URL matching. The match left, the right match, contains, does not contain wildcards, and so. Matching rules need to be processed in the advertising core.

10 visitor frequency

The frequency is a very important concept in advertising. The concept of frequency when the frequency of online advertising and other media delivery is consistent.
The frequency refers to the personal or household contact with a number of advertising messages. In traditional television media, we can not accurately control the number of each individual exposure to advertising messages can only be calculated by the total rating points divided by the arrival rate. The highest frequency in the online advertising, a person can contact the advertising information can be strict control, strict control of the underlying technology is the cookie, the importance of visible cookie for the accurate delivery of Internet advertising.
In the online advertising delivery, and frequency control objects than other media widely frequency control advertising browsing click, complete browser or even advertising forwarding, download, etc. other acts, therefore the Internet frequency times refers to the is the visitors and advertising, the highest number of interactive, interactive behavior settings need to be able to in the advertising system set up. Of course often or browse ads frequency settings, we used this example.
Online advertising frequency control principle is very simple. When the user through a browser to access the page, the request placed on the page advertising code advertising code and server to interact with the advertising code to the user's cookie information (including advertising the number of visits) to the server (if no cookie , the server generates one), the server frequency to match more than the frequency set advertising will not be put at the same time judge directed, the server returns the appropriate ads to the browser to put in the return information At the same time, but also advertising on the user cookie Views 1. In this way, online advertising achieve the precise frequency control.
Advertising, not the frequency the higher the better, too little contact is not in contact with the user in mind an impression, too much contact so they will contact the user to produce unhappiness, disgust. In 1972, the American psychologist Herbert Krugman After the study, established the psychology of consumer exposure to advertising three relations: the first curiosity: "What is this?" The second is to recognize: "What use ? third judge: "What impression of advertising?" Of course, because of the different products, markets, brand, competition, creativity and media, the frequency setting will be different, however, the frequency limit of the effective contact of advertising are generally 3 times for the bottom line.
In order to understand the effect of ads in the report, advertising system will generally provide the average contact frequency, frequency distribution maps.
Discussion: The frequency distribution map look like? Design need to pay attention to?

11, directed Keywords

Keywords orientation we are talking about is actually in the Google AdWords content ads (of Contextual).
Keywords orientation must have the following capabilities:
The ability to crawl the web and analyze
Analysis need to take into account the structure of the page, html tags, links, etc. to analyze the impact on the body of the page to get some of the most appropriate keywords to describe the contents of the page expressed. Keywords directional whether the bottleneck here.
Should be noted that, due to the very high real-time rapid analysis of the requirements of the page when the page is enough time, the system efficiency is very low, so you must have the ability to eagerly possible advertising page.
Of course, real-time rapid analysis is equally important.
The ability to set advertising keyword advertising system
Need to be able to ensure that operating personnel in the system can be a convenient set of keywords (positive selection, reverse excluded), if we can provide effects and recommended better before you put the key words.

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