USER IDENTIFICATION PROBLEMS ON DSP SIDE IN TERMS OF ADVERTISING RTB - - PowerPoint PPT Presentation

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Apr 04, 2023 25 likes •146 views

USER IDENTIFICATION PROBLEMS ON DSP SIDE IN TERMS OF ADVERTISING RTB AUCTIONS B. F. Trofimov, . V. Arsiriy, . . rsiriy AGENDA Introduction Informational technology of AD delivery for RTB User identification on DSP side

SLIDE 1

USER IDENTIFICATION PROBLEMS ON DSP SIDE IN TERMS OF ADVERTISING RTB AUCTIONS

B. F. Trofimov, А. V. Arsiriy, Е. А. Аrsiriy

SLIDE 2

AGENDA

Introduction
Informational technology of AD delivery for RTB
User identification on DSP side
Profiles fragmentation in DSP Database
Conclusions

SLIDE 3

INTRODUCTION

Comparing to the previous year, the RTB market growth was

36%

according to PRNewswire, RTB market will hit $42 Billion by

2018

Primary complexity and problems of advertising domain

SLIDE 4

User identification on DSP side

SLIDE 5

Retargeting and Cookie Origins

Retargeting dsp_cookie RTB Auction ssp_cookie

retargeting, is a signal from third-party partner web pages, that a specific end-user has a specific

interest.

impression, is a signal that an end-user has seen Ad;
click, is a signal that an end-user has clicked on Ad;
conversion, is a signal that an end-user has performed some highly expected activity, for instance,

he bought promoted goods;

SLIDE 6

INFORMATIONAL TECHNOLOGY OF AD DELIVERY IN TERMS OF RTB AUCTIONS

Strong isolation between advertisers and publishers
Well-defined interaction protocol between DSP and SSP

SLIDE 7

USER IDENTIFICATION

Publisher receives request Content delivered to user Ad Server sends signal to Ad Exchange All bidders should send their decision (participate? & price) back Ad Server shows page that

redirects to the DSP

winner server

makes piggybacking

Publisher sends response back Site sends request to Ad Server toshow ad SSP (Ad Exchange) receives ad request and

pens RTB Auction

Every bidder/DSP receives info about user:

ssp_cookie_id
geo data
site url

SSP chooses the winning DSP and sends this info back to Ad Server User’s web page

shows ad banner

with ad

firing DSP’s 1x1

pixel (impression)

20 ms 100 150 170 200 210 280 300 350

~70% users have this cookie aboard thankfully to retargeting >>1 independent companies take part in this auction 80 ms

400 1sec

Piggybacking – async JS redirect to all DSP servers with ssp_cookie as a query param

Chance for DSP to link ssp_cookie_id with own dsp_cookie (retargeting again)

SLIDE 8

PERFORMANCE

SLIDE 9

Profiles fragmentation in DSP Database

SLIDE 10

PROFILE FRAGMENTATION IN DSP DATABASE

PROBLEM: Often neighboring profiles are the same user GOAL: Build complete person profile based on bridging information from different sources:

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Mobile

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Desktop

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Social WiFi Location X

Time 10:00 am

WiFi Location Y

Time 8:00 pm