The Design And Implementation Of The Advertisement Quality Platform Of Alibaba

Since the Internet advertising originateed in 1993, it has rapidly rose to become one of the overwhelming network marketing methods. it has a great number of advantages including wide coverage, strong real-time performance, long-lasting effects, interactive and many others. In the past few years, the Internet advertising has been recognized by more and more advertisers and advertising agents. The boost of the Internet advertisements, the increasing number of Internet users, and the emergence of new forms of advertising, all these elements lead to the enormous and improving impact of the Internet advertising. But the content of some Internet advertisements also contains defects, so the quality control of the Internet advertising is very important.Alimama is the advertising and marketing platform of the Alibaba cooperation, it operates some well-known Internet advertising products such as Taobao Subway, TaobaoKe and Diamond Exhibition. Because the original advertise quality control logic is maintained by each product which causes scattered quality system, low scalability and high maintenance cost. As the growth of the Alibaba’s advertising business lines, the establishment of a unified advertising quality platform system is imperative.In accordance with these problems, the main purpose of this paper is to design and realize a unified advertising quality platform which covers all the advertiseing products of Alimama. On the one hand the platform is responsible for the quality of the incoming advertisements through the gateway and audit modules, which can eradicate the illegal advertisement from enterance; on the other hand the platform is responsible for taking corresponding measures to punish the malicious advertisers who try to deliver illegal advertisements to our products. The main contributions of the thesis are as follows:1) A solution of advertising quality platform which aims at unifying all the Alibaba’s advertising business lines and improving scalability is presented.2) Proposed a J2EE-based advertising quality platform architect design which adopted the modularity design methods. Established the gateway subsystem, the audit subsystem and the punish sybystem which take advantage of real-time message queue as communication ways, realized coverage of the whole process of advertising.3) Base on the data platform and hign-performance service framework of Alibaba, the advertising quality platform managing multiple product lines is implemented and put online.