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# LINE Ads Platform 演進史,魔鬼藏在細節中 LINE Developer Day 2019 有一場 Session 讓自己一定要參加一下,LINE Ads platform revolution。 https://speakerdeck.com/line_devday2019/how-line-ads-platform-is-constantly-evolving ### Ads Platform 對於大部分的人來說,這可能是一個最熟悉的陌生人,對於電商平台以及眾多需要曝光的使用者來說, Ads 的來臨讓各位迎來曙光。 最直接的例子莫過於 Facebook 廣告投遞,簡單來說, ``` 投標 -> 快曝光 (給錢) -> 轉換 -> 達到目標 ``` 但是,最重要的就是這個 `BUT` , 投標與曝光之間有許多事情需要進行。 ![](https://i.imgur.com/bW98pff.jpg) 數位廣告已經脫離一刊 100 元的年代許久(雖然許多公司還是用這樣的概念在做事情),但實際上的概念是, ``` 投標 -> 達到標地 -> 投遞 -> 投遞總量 * 投標金額 / 目標轉換 ``` 當此數字出來時,才會是大家所期待看到 100 元 / Click (或者任何轉換) 的計算金額。 聰明的各位肯定有想到了,這樣最簡單的方式,其實並不是告訴大家要投標多少,而是從使用者希望的轉換的預期金額,來進行回推投標金額。 因此還是一樣的概念,投標數字越高,就可以越快達到標,簡單來說就是, ``` 如果有 100 元達不到的事情,那就 200 元,如果再不行就 ... ``` ### Ads Platform 驚奇之旅 對於廣告平台來說,有兩件事情, 1. 讓使用者願意投錢 2. 使用者投遞的錢,可以適當的放到正確位置,給正確的人 在所謂的 Realtime bidding 當中,最困難的部分莫過於, Realtime 的部分,以 LINE 的例子來說,如果台灣有 1900 萬的使用者,意味著如何在投遞的過程中做出 87% 相似,或盡量做到與實際狀況相同的推估,這要將 Data 在之前做大量的預先處理,以及對於版面的選擇做最優化處理,包含此群眾與版面之間互動關係推估等,會是 * UI * API * DATA / Rules * AI / Preprocess 這幾個項目的結合,才可能可以做到很適當的配合與推估行為,讓使用者投遞金額時達到一定的信心程度,同時使用者在進行小量投遞的時候,也會參考 Ads Platform 的推估進行做實際數字比對,讓使用者進行交互比對,提高對於 Ads Platform 的信心程度。 ![](https://i.imgur.com/h44ICH3.jpg) ### Auto biding 能夠達到上述部分之後,擁有夠多的實際投遞結果,加上實際的數據,以及使用者喜好程度,素材,群眾類型,轉換行為等資訊後,才有辦法逐步做出 auto biding. ![](https://i.imgur.com/4TEFxFW.jpg) 看似很簡單的投遞行為,實際上在 LINE Ads Platform 也提出幾個機制。 * 即時監控機制(包含資料,投遞,使用者行為) * 可測試環境與資料 (進行實際狀況離線及線上驗證,進行小且多型的驗證 A/B testing) * 即時回饋機制(從投遞,到效益結果的表現) ![](https://i.imgur.com/wvvkpIN.png) 而其中講者其實有輕描淡寫的講述了一部分,那就是在做 Prediction 的時候其實尤其困難,因為你不會知道使用者的投遞區間,假設 1week 的時間,其實你很難預測到 1week 後使用者行為會是怎麼轉變,會不會真的達到目標(轉換),並且這是要做整段時間的追蹤。 這段,雖然講述起來輕鬆,但實際過程實在煎熬,需要等待資料的累積,同時也需要同時修正預測模型和算法,需要不斷的與 AI 團隊溝通,同時又要背負著這個廣告平台怎麼這麼難用的煎熬 ... (掩面哭泣)。 相信也是在這段時間才有辦法做出 Reach and frequency buying simulator,讓整體預估可以趨近於實際狀況。 ### 後記 你說廣告系統好玩嗎? 很好玩,而且越是了解廣告系統行為之後,你就會更清楚 LINE / Google / Facebook 為什麼這樣下廣告,更可以了解數位廣告生態的模式,從投遞平台到實際測試投遞廣告,到廣告實際投放過程就可以體會到,目前這個廣告系統是到哪一個階段。 ![](https://i.imgur.com/5luPVQF.png) [How LINE Ads Platform is Constantly Evolving](https://speakerdeck.com/line_devday2019/how-line-ads-platform-is-constantly-evolving) 一場很輕鬆 40 多分鐘的演講,可能對於大部分的聽眾來說會是無感的,也會覺得只是在描述一個平台的成長過程,與自己所知道的名詞相差無幾。 實際上談笑風生之餘,底下藏了多少血淚,還有多少工程,數據,算法的結合,加上被需求與供給方追殺的血淚累積出來的成果。 就像是上面最後一張圖一樣,數位廣告方式實際上還在成長中,我們都也是在持續探索這個數位世界,當我們用 lookalike 探索出數位人格之後,能做的事情更大了。 但也表示需要對於使用者的隱私需要有更多的負責,也意味著 Ads Platform 需要做出一定的 filter, 讓真正的廣告可以被刊出,讓假廣告與擾亂人群的惡意擴散資訊退散,盡到平台該負責的責任。 雖然很久沒有接觸數位廣告,但能夠再次聽到 LINE Ads Platform 開發史這樣的歷程,可以讓我們思考一下,也許下個 5 年,數位廣告會是什麼樣子,我們可以怎麼進行整個架構規劃,一想起來就覺得『興奮啊』

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