37MDCC 2014走进YAM+(雅虎程序化购买解决方案)_8166811

走进YAM+（雅虎程序化购买解决方案）武磊YAM+是什么程序化购买和需求方平台YAM+的优势YAM+详细解读YahooAdManagerPlusAnewbuyingplatformthatgivesadvertisersdirect,hands-onaccesstoYahoo’sadvertisingproducts.帮助广告商直接购买雅虎广告产品的一站式平台。–所有雅虎广告产品–Yahoo+3rdparty广告位–自助式程序化购买，大势所趋•到2017年…50%+的显示广告将由程序化购买$33B的市场份额（目前为$7B）50/50实时竞价/优先购买什么是程序化购买•通过数字平台，代表广告主，自动的执行广告媒体购买的流程–需求方平台（DSP），供应方平台（SSP），广告交易平台（AdExchange）–实时竞价（RTB），程序化优选购买（programmaticpremium）,私有市场（privatemarketplace）Inventory价格卖方：买方相关术语AutomatedGuaranteed预定固定1:1ProgrammaticdirectProgrammaticguaranteedUnreservedFixedRate无预定固定1:1PreferreddealsPrivateaccessInvitation-onlyAuction无预定竞价1:fewPrivatemarketplaceOpenAuction无预定竞价1:manyRealtimebidding中国在线广告市场在DSP上投放趋势5.515.33363.7112.3172.2179.50%116.00%92.70%76.40%53.20%-200.00%-150.00%-100.00%-50.00%0.00%50.00%100.00%150.00%200.00%050100150200250300201220132014e2015e2016e2017e市场投放单位(亿元)增长比例需求方平台(DemandSidePlatform)DMPAdvertiserAdvertiserAdvertiserAdvertiserDSPSSPPublisherPublisherPublisherPublisherDMPExchangeRTB广告商利益最大化eCPM=p-CTR*CPC媒体利益最大化CPM充分利用数据YAM+的特点YAM+YAHOO!数据资源独享一站式跨平台用户交互AdServingWorkflowSSPBidServerOptimizationServerPresentationServerUserProfileMobStorDMPBrowserGrid1256734911108AdServingTechnologies•MessageBus–ZooKeeperforservicemanagement–ZeroMQformessagingtransport–Roundrobinloadbalance•ProfileServer–KyotoCabinet–Hashrangebasedpartitioning–2Xreplicationinthesamedatacenter,replicatedacrossdatacenters•DBLoader–Globaluniqueincrementalversionid–Pullobjectsevery5minutes–PersistlocallyandcacheinmemorySystemCapacity•6billionimpressionsperday,250Klines•20billionbidrequestsperday(500KQPSonpeakhour)•1billionusers,3Kprofile(compressed)peruser,30TBtotalADW(DMP)JDBC/ODBCHiveMetaDBRealtimeandbatchcomputeengineforADW(Hadoop/Storm)Serving/Scoring/Bookingfeed,1st/3rdpartydataUI/API,Analysis,AdhocaccessYahoo!PlatformmanagedADWteammanagedQuickcacheJSONAPIDruidDataWarehousePersistenceDemo谢谢！