前亞馬遜工程師：廣告系統架構解密

{"type":"doc","content":[{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"一、無處不在的廣告"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"廣告的形式分爲線上和線下模式。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"線上廣告以互聯網的高速發展作爲媒介，在 pc 端和移動端有着多種多樣的發展模式："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/6d\/66\/6da6f669ae1a502c716e620dc457e466.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"線下廣告以傳統方式，以公交站牌、門頭、交通等媒介的發展模式。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在當今社會的發展趨勢下，線上廣告佔的比重越來越大。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"二、什麼是廣告"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/1b\/bb\/1b8de2343b5806d4645c7ae07991e8bb.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"廣告的基本組成單位：廣告主、媒介、受衆。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"廣告的基礎概念：流量。對於互聯網來講，如何更好地引流、吸引更多的羣體，和如何精準地向特定人羣推送廣告主的廣告，是互聯網廣告的關鍵。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"三、互聯網廣告的發展趨勢"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/31\/a4\/319db98a3e2b73c9d995b9297441a6a4.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互聯網廣告的行業規模越來越大；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"移動端的快速發展，給人們帶來了更多的方便，廣告產業比重越來越多；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"廣告模式越來越多；"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"互聯網廣告依託互聯網媒介的發展，在各類平臺廣告的比重，有着正相關的影響。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"好的互聯網產品更夠帶來更多的廣告推廣和盈利模式。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"四、互聯網廣告的本質"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/dc\/ac\/dcbc8e91c1dbb6d447270b6c2ec903ac.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以CPC（按照點擊計費）爲例，收入可分解成下面這個公式："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.infoq.cn\/resource\/image\/7y\/57\/7yy781e2b1713a32f05e51a5695b0d57.png","alt":null,"title":null,"style":null,"href":null,"fromPaste":true,"pastePass":false}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其中，PV表示系統的訪問量，PVR和ASN表示廣告的填充率，CTR表示廣告的點擊率，ACP表示廣告的平均點擊價格。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"上述各個指標都可以通過一系列的廣告策略來提升。比如填充率可通過開發更多的廣告主來實現，CTR可通過AI算法做到精準投放來提升，ACP可通過精準流量溢價或者提升廣告主ROI來完成。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"o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按時間計費，獨佔性包時段包位置"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"CPM"},{"type":"text","text":"： 按照每千次曝光計費"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"CPC"},{"type":"text","text":"： 按照點擊計費"}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"CPA"},{"type":"text","text":"： 按照行爲計費（比如下載、註冊等）"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}