RTA is a new way to accurately launch advertisements?

background

The dividends of explosive growth have passed , To achieve sustained revenue growth , Refined marketing is necessary , The huge flow of main , Advertisements mainly reach users accurately , For long-term effect ROI The growing demand for , Improve the delivery effect , that RTA New ways of playing appear , It's not hard to understand , Personalized precise delivery is realized on the advertiser's side .

The data that precise delivery depends on is on the advertiser's side , Based on the consideration of data security, the data will not be synchronized to the media side , And want to achieve the goal , Then the basic data will not come out , It's good to inquire by encrypting the device number .

Federal learning is also a way , High implementation cost , Actually, I don't know whether it really applies ？ Those who are interested can think .

What is? RTA

RTA namely Realtime API For short , It is used to meet the real-time personalized delivery needs of advertisers , Real time here refers to API Interface real-time call , For example, targeted crowd selection may be T+1, even to the extent that T+2.RTA Hand over the traffic option of direct investment advertisers to advertisers , Media incoming device number call RTA Inquiry interface , Filter user delivery , Let the advertiser judge the delivery strategy before the advertisement is exposed , Meet the new 、 Personalized needs such as activating .RTA In essence , It is a need to solve the problem that the advertising system platform cannot be personalized in real time .

got it RTA It is a need to solve advertising , Then the corresponding products are logical .

RTA Technology Architecture

1. advertisers RTA gateway , Provide the media with equipment inquiries , Business parameters 、 channel id、 Device number MD5 encryption .

2. advertisers RTA People circle , Marketing objectives , For example, pull new 、 Promoting activity , User analysis .

3. Advertiser offline algorithm model , Crowd selection output through algorithm model .

4. Interface performance , because API Real time interface call , The requirements for interface call are high ,50ms-100ms.

5. Offline library collision , To save traffic , Improve interface performance , You can hit the library through offline devices .

In the future, I will have the opportunity to write a more detailed implementation plan

Reference resources

https://zhuanlan.zhihu.com/p/125464058?from_voters_page=true

https://www.oceanengine.com/insight

https://e.qq.com/ads/helpcenter/detail?cid=1520&pid=3510

Link to the original text ：https://mp.weixin.qq.com/s/jEu9dYpQNAl6pMcsSCxuyQ