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アドテクノロジーの向かうべき未来 ~広告取引の理想の姿について考える~ / The futur...
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CyberAgent
PRO
February 22, 2019
Technology
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300
アドテクノロジーの向かうべき未来 ~広告取引の理想の姿について考える~ / The future of ad technology
サイバーエージェントの技術者(エンジニア・クリエイター)向けカンファレンス『CA BASE CAMP 2019』
アドテクノロジーの向かうべき未来 ~広告取引の理想の姿について考える~
木村 衆平
CyberAgent
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February 22, 2019
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Transcript
ΞυςΫϊϩδʔͷ͔͏͖ະདྷ ~ ࠂऔҾͷཧͷ࢟ʹ͍ͭͯߟ͑Δ ~ ΞυςΫຊ෦ Ad Tech Studio Dynalyst Shuhei
Kimura
• ΞυςΫຊ෦ ΞυςΫελδΦ Dynalyst ৽ଔ2011ೖࣾ Business Officer & Product Manager
& Software Engineer ଜ ऺฏ Tracking PC Ads Smart Phone Ads Dynamic Retargeting Ads Global Expansion
1. ϓϩάϥϚςΟοΫόΠΠϯά֎؍ 2. ࠂऔҾͱࣄۀऀؒʹಇ͘ྗֶ 3. ϓϩάϥϚςΟοΫόΠΠϯά͕Ͳ͏ൃల͔ͨ͠ʁ 4. Google ͷࠂ Re-Branding
͕ҙຯ͢ΔมԽͱ 5. ·ͱΊ ~ ཧͷ࢟ʹۙͮͨ͘Ίʹ ~
ϓϩάϥϚςΟοΫόΠΠϯά֎؍
ࠂऔҾͷجຊߏ Advertiser Publisher
Programmatic Buyingͷجຊ Buyer Seller Real Time Bidding Advertiser Publisher
Buyer A Real Time Bidding Buyer B Buyer C Buyer
Z . . . Seller Z Seller B Seller A . . . Programmatic Buyingͷੈք؍ Advertiser Publisher
ࠂऔҾͱࣄۀऀؒʹಇ͘ྗֶ
Buyer’s Principle Buyerങ͏͖InventoryΛదʹೝࣝɺ ධՁֹΛܾఆ͠ɺ͕݅߹͑Ԡࡳ user-profiling prediction segmentation • Advertiser’s ੍݅
- Budget - Targeting - KPI etc .. • Buyer’s ੍݅ - sales / cost > 0
Seller’s Principle user-experience floor-pricing prediction • Publisher’s ੍݅ - ڝ߹ͷࠂܝࡌ͠ͳ͍
- ϢʔβʔͷମݧΛ્͠ͳ͍ - KPI etc .. • Seller’s ੍݅ - sales / cost > 0 SellerചΔ͖buyerΛೝࣝ͠ɺ ՄೳͳݶΓߴͰ͞ΕΔΑ͏ʹใΛఏڙ
But it’s not that simple …
Buyer A Buyer B Buyer C Buyer Z . .
. ࠂͷύϑΥʔϚϯεධՁ ʢ࣭ x ྔʣ Attribution Analytics ͲͷBidderͷࠂύϑΥʔϚϯε͕Α͍͔ΛԣஅతʹධՁ => ར༻͢ΔπʔϧʹΑͬͯධՁج४͕ҟͳΔέʔε
Ϗδωεߏ্ͷϦεΫ • Media BuyingCPMͰऔҾ͞ΕΔ • ࠂඅ༻CPI/CPA/CPCͰࢧ͍ => cost > sales
ʹͳΔϦεΫ͕͋Δ • Buyerλμಇ͖͢Δ༁Ͱͳ͍ͷͰɺࣄۀऀ ͱͯ͠ఏڙ͢ΔՁͷϚʔδϯΛࠩ͠Ҿ͍ͨ ͏͑ͰύϑΥʔϚϯεΛ୲อ
Publisherऩӹͷ༧ଌੑ • ʢ֓೦ͱͯ͠ʣߴ͘ങͬͯ͘ΕΔͷخ͍͕͠ɺ ͲΕ͘Β͍ͷऩӹʹͳΔ͔༧ଌͰ͖ͳ͍ා͞ ϦεΫϔοδͱͯ͠ɺଟগCPM͕҆ͯ҆͘ఆͨ͠ऩӹ ֬อ͓͖͍ͯͨ͠ͱ͍͏৺ཧ
ϓϩάϥϚςΟοΫόΠΠϯά͕Ͳ ͏ൃల͔ͨ͠ʁ
ࠂɾࡏݿͷՁΛΑΓਖ਼֬ʹଌΔͱ͍͏ਐԽ
ใྔͷൃల • ͱ͋ΔϢʔβʔ • ීஈɺ͜͏͍͏ߦಈΛͱ͓ͬͯΓɺ • ͓ͦΒ͘ʓʓ͋ͨΓʹॅΜͰ͍ͯɺ • ˚˚ʹۈ͍ͯ͠Δ •
࠷ۙ˘˘Ͱങ͍ͨ͠ͻͱͩͱࢥΘΕ·͢ Buyer͕ΑΓਫ਼ߴ͘ Ԡࡳ͢ΔͨΊͷ3Partyใ DMP
• ͍ͭ • ୭͕ • ͲΜͳʢ௨৴ڥ, ҐஔʣͰ • ͲΜͳΞϓϦʹ๚Ε •
ͦ͜ʹ˓˓ͳࠂ͕ྲྀͤ·͢Α • ࢹೝੑ˚˚͘Β͍Ͱ • ͜Ε·Ͱͷ࣮Ͱ˘˘%͘Β͍ͷCTRͰ͢ • ෆਖ਼ରࡦࣄۀऀͷධՁXX͘Β͍ͳͷͰɺ݈શͰ͢ Buyer͕ΑΓਫ਼ߴ͘ Ԡࡳ͢ΔͨΊͷSellerใ ใྔͷൃల
• ͳͥͦͷECαʔϏεͰϞϊΛങ͏ͷ͔ʁͱ͍͏ ཧղ • ͷྑ͞Ͳ͜ͳͷ͔ʁΛݟ͚ͭΔ • ͦͷήʔϜͳͥϢʔβʔʹࢧ࣋͞ΕΔͷ͔ͱ ͍͏ཧղʢΠϕϯτʁΩϟϥʁ etc ..ʣ
ΑΓʮϚʔέςΟϯάʯͱ͍͏ࢹ͕ॏཁʹ ࠂ͢Δͦͷͷͷใ ͜ͷઌͲ͏ൃలͯ͠΄͍͔͠ʁ
ࠂϏδωεͷ҆ఆੑͱ͖߹͏ਐԽ
ΦʔΫγϣϯϝΧχζϜͷଟ༷Խ Second Price Auction First Price Auction Private Auction Preferred
Deal Programmatic Guaranteed
• ͍ΘΏΔʮઌऔҾʯ͕͔ͳΓ૿͑ͯ͘Δͱߟ ͑ΒΕΔ ϦΞϧλΠϜʹ͚͢Δ ͔Β ະདྷͷՁΛ༧ଌͯ͠ɺઌʹങ͓ͬͯ͘ϑΣʔζʹ ΄΅ۚ༥ͱಉ͡ྺ࢙ΛͨͲΔ ͜ͷઌͲ͏ൃల͢Δ͔ʁ
Googleͷࠂ Re-Branding ͕ ҙຯ͢ΔมԽͱ
Google Ad Manager • Not just an ad server or
Sell-Side Platform (SSP)—a complete ad platform • Ͳ͏͍͏औҾܗଶͰ͋ΕɺجຊతʹऔҾ ProgrammaticʹߦΘΕΔੈք • ExchangeͨͩͷΦʔΫγϣϯࢢͰ ͳ͘ɺSalesChannelͰ͋Δ Ҿ༻ݩ: https://www.blog.google/products/admanager/introducing-google-ad-manager/
Google Ads • ϢʔβʔߦಈͷมԽͱϚʔέςΟϯάι ϦϡʔγϣϯͷෳࡶԽΛΑΓγϯϓϧʹ ͍ͨ͠ • εέʔϧϝϦοτΛ׆͔͠ɺSmall Businessͳސ٬ʹ࠷దͳϚʔέςΟϯ άChannelΛఏڙ
Ҿ༻ݩ: https://www.blog.google/technology/ads/new-advertising-brands/
• ϚʔέςΟϯάखஈͱͯ͠ར༻͢ΔͨΊͷϋʔ υϧΛ͍͔ʹԼ͛Δ͔ͱ͖߹͏ඞཁ͕͋Δ ʮ༧ࢉ༬͚ͨΒɺΑ͠ͳʹ৴͠·͢Θʯ ͱ͍͏ڀۃ͚ͩͰ͍͠෦͕͋Δ ෳࡶʹͳΓ͚ͭͮΔΞυςΫ ͳʹΛҙຯ͢Δ͔ʁ
·ͱΊ ~ ཧͷ࢟ʹۙͮͨ͘Ίʹ ~
Google Ad Manager ͷ Authorized Buyerͱͯ͠ • BuyerͨͩͷAutionೖࡳऀͰͱͲ·Βͳ ͍ɻଟ༷ͳऔҾΛѻ͑Δٕज़Λʹ͚ͭΔඞ ཁ͕͋Δɻ
• ੲͳ͕ΒͷࠂऔҾ͕Programmaticʹஔ͖ ΘΔɻͦΕΒΛ͍͔ʹ׆༻͢Δ͔ ʮઌऔҾʯΛ࣮ݱ͢ΔͨΊͷ༧ଌٕज़͕େࣄ
͋Γ͕ͱ͏͍͟͝·ͨ͠