Architecture And Implementation Of Internet Advertising Demand Side Platform

Internet advertising is different from newspapers,magazines,radio,television and other media on the traditional advertising,the traditional advertising function is mainly exposure,the delivery effect is difficult to quantify the evaluation;Internet advertising' effect can be tested,the results can be statistics.This makes it possible for the advertiser to change from the way of purchasing the media to the way of purchasing the audience.Internet advertising promoted the vigorous development of the Internet,the development of the Internet has also contributed to the diversification of Internet advertising.Advertising has become a major source of revenue for many Internet companies,especially media companies.The advertising market is related to the interests of advertising producers,advertisers and audiences.DSP is the system,it can help advertisers better to complete much work,such as purchase of advertising exposure opportunities,orientation,sub-time delivery,materials management and so on.This thesis discussed the specific requirements of the DSP system and the three modules according to the demand: Operational support system.Operational support system is the entry point for ad serving operators,supports ad targeting settings,material stuffing,bid report and so on.Bidding System(BE).BE determines whether to participate in the auction based on the bid request sent by ADX(Ad Exchange)and the targeting set by the operator.The information is fed back to ADX according to the corresponding format and the bid log is generated.DMP(Data-Management Platform).DMP parses the logs generated by the BE,on the one hand,is sent to the FE for the operator to see;on the other hand,it is used as a bid model training to provide a basis for subsequent BE bids.The thesis analyzes the specific needs of each module and the key technical points involved in fulfilling these needs.The DSP system need to do many things in a very short period of time,so the DSP bidding system requires a high efficiency.The system uses some techniques to design some methods to solve some of the problems in system design and implementation.Secondly,in order to quickly complete the selection of orientation conditions such as media orientation,geographical orientation,language orientation,system orientation,and operator orientation,this thesis draws on the inverted indexing technology in the search engine and uses the space-changing method to filter the screening time Shortened to constant time.Finally,the Nginx,Redis,RabbitMQ,HBase and other technologies are used together,so that the DSP system is more perfect.