互動技術在字節跳動中扮演了什麼角色？

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"隨着移動互聯網流量的競爭，移動互聯網廣告的發展也在發生着變化，移動互聯網廣告形式也從早期的文字到圖片和視頻、再到現在的互動廣告，從打擾式到現在的有趣沉浸式可互動。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"從2016年開始，海外廣告平臺開始在互動技術商業化應用上的探索，早期是以互動廣告方面的應用爲主，2018-2019年在在互動廣告不斷得到價值驗證下，海外主流廣告公司開始支持互動廣告的投放應用。2019年開始，國內主流廣告公司開始嘗試互動廣告的投放，互動技術逐漸成爲移動互聯網廣告發展的利器。互動技術在得到價值驗證的同時，也需要面對高成本高技術門檻的難題，如何實現互動技術應用上的價值最大化，需要從互動創意的策劃方法論、批量化生產、高效管理流轉、精準投放優化和高性能渲染方面做全鏈路建設。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"互動廣告是一種新的廣告形式，是互動技術比較早的產品應用形式，相比圖片和視頻廣告創意的打擾式，互動創意最顯著的優勢在於更有趣味性的沉浸式可玩體驗，用戶在下載之前迅速獲得最直觀生動的體驗，提升用戶對產品的認可度，提高轉化率和留存率。同時互動廣告創意互動數據可追蹤，方便精細化運營和分析"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}},{"type":"strong"}],"text":"，"},{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"實現對互動廣告創意的快速迭代和優化，提升互動廣告的質量和效果。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"作爲國內最先引入互動技術的公司之一，字節跳動在互動技術的建設和商業化應用上一直有着自己的節奏。爲了進一步瞭解字節跳動在互動技術上的創新與實踐，在AICon（北京站）前夕，InfoQ 有幸採訪了字節跳動互動技術方向的負責人YunPeng，2017年開始探索互動技術的落地和制定標準，國內早期互動技術的探索者和推動者，聽他來分享字節跳動在互動技術上的建設及應用。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"字節跳動在互動技術上的建設及應用"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"在互動技術的衆多應用產品形式中，互動廣告近年來的熱度可謂甚囂塵上。互動廣告之所以能取得爆發性增長，和圖片和視頻的打擾式用戶體驗相比，與其沉浸式可互動、有趣好玩的用戶體驗密不可分。那麼，在字節跳動商業化技術體系中，互動技術的建設和應用是怎樣的呢？"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"字節跳動商業化互動技術負責人YunPeng介紹，字節跳動從2019年開始支持互動廣告的投放。截止到採訪前，字節跳動互動廣告投放已覆蓋抖音、頭條、番茄小說、西瓜視頻、穿山甲等業務場景。字節跳動早期的互動技術建設圍繞互動廣告方向爲主，整條鏈路的技術建設上還不夠完善，規劃上還不是很清晰。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"面對這樣的技術現狀，YunPeng透露，在加入字節跳動後，提出了從互動創意生產、管理、投放、展現和數據分析優化全鏈路統一標準化建設互動技術的思路："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"在互動創意生產方面，制定互動創意統一生產標準，賦能可視化製作工具實現0-1、1-N的製作模式，再引入和培養外部互動創意開發者建設供需生態，最後形成標準+工具+生態的模式；"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"在互動創意管理方面，統一互動創意的出入口，根據互動創意統一的生產標準進行流程化管理、程序化處理和參數化打包投放，實現互動創意的批量化管理、高度複用和高效流轉；"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"在互動創意投放方面，根據互動創意統一的標籤化、參數化標準，實現互動創意的DCO（動態投放優選）精細化投放和運營，實現同一互動創意玩法下的千人千面；"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"在互動創意展現方面，引入從加載、渲染、展現到試玩結束的全流程360度監控和在線優化，保證互動創意的展現穩定性和用戶體驗，同時通過兜底機制避免流量浪費。在能力上兼容不同的渲染容器、支持AR和AI創新能力、不斷擴展互動創意的能力邊界。建設互動創意在端側的統一標準化展現機制，降低業務側使用互動技術的應用成本；"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"在互動創意數據分析優化方面，全流程多維度狀態監控和數據埋點上報，對上報數據進行實時分析、報警和處理，爲互動創意的優化提供數據依據，同時向投放算法側提供數據價值，幫助算法側建立更多維度數據模型，使投放更加精準。"}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":" "}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"在縷清整條技術鏈路後，下一步就是要落地部署，儘快創造價值。但要將整條鏈路跑通，也面臨着不小的挑戰。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":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將落地。本文采訪嘉賓YunPeng將於11月25日設立的「推薦廣告技術及實踐」專題下，帶來《字節跳動在互動技術上的建設和應用》演講。本專題由阿里巴巴資深技術專家張迪擔任出品人，還邀請到了阿里巴巴\/阿里媽媽資深技術專家孫鵬、騰訊專家研究員李帥、快手社區科學部技術總監李彪。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/9c\/9c91b615cd8384a1d7f1599166a6e701.png","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"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","marks":[{"type":"color","attrs":{"color":"#494949","name":"user"}}],"text":"目前會期臨近，餘票有限，購票請聯繫票務小姐姐文柳：13269078023（電話同微信）"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/c7\/c7854a545a6f42d7e67650eb108c332b.jpeg","alt":null,"title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}}]}