The Design And Implementation Of The Launching System Of Native Advertising

The traditional format of advertising is abandoned by people these years because it is too obvious to annoy users. The new age of advertising is coming and a new format must be created to balance the benefit of users and advertisers. Native advertising is one of the solutions. It is driven by content and integrating perfectly with the environment of website or app. It can bring useful information for users and of course commercial interests for adervertisers. So, it will be the future of the adversiting industry. With all the benefits it has, we decided to develop a product of native advertising and coeus was created.Many companys have tried the native advertising such as Google, Baidu, Facebook and Outbrain. All of them benefit from the native advertising. Coeus is an attempt of native advertising on the Zhidao channel which can balance user experience and commercial interests. The Zhidao channel has a large quantity of user so it can provide a huge stage for the system. With the channel, advertisers can easily find their target audiences. All the questions are selected by Metis system using the stategy of data mining to make sure that they are most concerned by users. Also, advertisers cannot use any promotion words in their answer so that the answers will be useful to users. What’s more, the advertisements must be in the form consistent with the channel so that users will not be disturbed.When implement the system, we use the Spring framework together with Spring MVC and Hibernate to make the code more clear and easy to develop and maintain. The user requests come from the web and are processed by controller of Spring MVC. The system consists of there modules:resource unit management, idea management and material page management. The resource unit management module helps administrators create and modify resource units, bind the contract line and unit. Also, exporting units to Metis to analyze the predicted PV and query of ideas and importing the result are among the duties of this module. Idea management includes create and modify answers and send audit to both auto and artificial audit system. Similarly, material page management helps create and modify material page and send audit. All the operations of creation and modification should be validated. So, there is a validation module includes field validation, kscarch validation and aka validation. The system cooperates with some external systems such as ALB, SAP, Metis, aka, Zhidao, etc. Automatically launching the ads is implemented by the CDP technology which connects the system and Metis. System invokes the methods of kscarch and aka by the means of filter and send materials to Zhidao and aka using the timed task. With all the design and effort mentioned above, it’s easy for advertisers to make advertisement and automatically control the state of the ad(online or offline).We collect data of the product everyday after it launched. It is obvious that the click-through rate of coeus is higher than other questions in Zhidao channel. What’s more, it shows that the better the content the higher the click rate which is consistent with the aim of the native advertising-useful content and consistent form. A plenty of advertisers shows great interest in it and will continue cooperating with us in the future.