Demand Side Platform

With the development of the Internet,monetized by advertising has become the main way for Internet companies to commercialize.With the development of technology,has formed a computing and technology-driven programmatic advertising market.With the development of technology,programmatic advertising has a precise audience targeting and advertising bidding decision mechanism,and advertisers are also eager to customize their own advertising requirements,which has led to Real Time Bidding.Advertisers or agents purchase advertisements in real-time bidding and in accordance with customized crowd labels.Such an advertising platform is a Demand Side Platform(DSP,Demand Side Platform).Users can manage advertising activities on this platform,combine data analysis to optimize ad serving strategies.Therefore,the research on demand-side advertising platform is very promising and has commercial value.The demand-side advertising platform generally includes:an advertising management subsystem and an advertising delivery engine.The advertisement management subsystem is generally used by advertisers to create advertisements and conduct ad placement management activities,while the ad delivery engine determines the ads that are finally displayed after bidding through complex sorting and decision-making algorithms.The implementation of the effect-oriented advertiser's advertising management subsystem is exactly the internship project that the author participated in throughout the enterprise during the gradate internship.Therefore,this article will use this project as the background to elaborate a demand-side advertisement placement for the effect advertiser,which is the design and implementation process of the advertising management subsystem.The main work of this article includes the following parts.Firstly,through active communication and in-depth understanding of the business level with the company's business personnel,a detailed needs analysis of the advertising management subsystem was conducted,and the system was divided into four parts:account management,ad management,site management and data management.Secondly,for the needs analysis,each sub-module of the advertisement management subsystem is designed and implemented in detail.Finally,after completing the development of the entire system,functional tests and non-functional tests were performed on the system.The results show that the system meets the requirements putting forward in the requirements analysis of this paper.The system has been put into practical use so far,and it can meet the needs of advertisers with different effects.The use and continuous optimization of this system have brought considerable economic benefits to the company's core Internet advertising commercialization segment,greatly improved the customer experience,and won a better reputation for the company.