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The core channel of the advertising business system - "log center-s2s monitoring and reporting"
s2s monitoring report
s2s monitoring and reporting means that ADX transfers advertising exposure, interaction [click/play/download/close...], and Win data to DSP [ advertiser] in the form of an interface .
Advertisers perform data attribution and settlement based on this data, which is the core channel for explaining/synchronizing the effect of advertising.
s2s 、c2s
In ADX, there are two types of reporting sources for monitoring and reporting, c2s and s2s.
- c2s is reported by the terminal, and the data is output on the terminal and sent directly to the DSP side for related attribution processing.
- s2s is reported by the server. After the data is produced by the terminal, it will be sent back to the platform server. After being disassembled/classified by the platform server, it is reported to the DSP side in the form of macro definition.
Due to the different links, the two also create their own application scenarios.
- c2s carries a large amount of equipment information, is more real, and has higher timeliness, but the format is native data, which requires DSP to have certain data analysis/processing/mining capabilities.
- s2s only contains DSP specified fields, the data format can be customized, and is more intuitive, but due to the long data link, there is a slight loss/error in the data effect.
Exposure/interaction/Win data reporting
In addition to exposure data, DSP is concerned with interactive data and the bidding situation of its own advertising materials on the platform [especially the RTB mode - real-time bidding] .
It is noted in the figure that the exposure/interaction/Win data are all flowed into ADX by the Client after passing through the settlement side. The reason for this is that the data we send to the DSP must maintain the same caliber as the settlement data , and the settlement side will carry out professional data mining logic such as anti-cheating and data deduplication on the traffic data .
In addition, the exposure and the Win data source are consistent. It means that an exposure corresponds to the winning record of the candidate bidding in the advertising space, which completes the logical self-consistency on the data link.
Monitoring and reporting
For monitoring and reporting, we use the API for network transmission.
The URI used in the report is included in the advertisement candidate content requested from the DSP for current traffic adaptation. These data will be encapsulated and flow into exposure/Win and interactive data.
Before reporting, the validity of the data will be verified, and then the fields will be spliced/integrated and sent to the DSP in the form of a body.
In the first-level Redis and second-level HBase caches in the flow chart, the data is injected from the exposure data transfer stage. [Refer to " Log Center - Exposure Data Transfer Settlement " for detailed process]
AB experiment platform
In the advertising business, data is usually used as one of the internal driving forces for business advancement. The AB experimental platform is an important auxiliary decision-making tool that uses experimental data to measure various demand changes, future business development directions, and potential business growth points...
See follow-up article!
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