出海智能营销的算法研究及应用-杨诗-汇量科技

1 .出海智能营销算法研究及应用 杨诗 shi.yang@mobvista.com 2018.11 

2 . Who are we？ Mobvista是全球领先的技术平台，为全球应用开发者提供移动广告及移动数据分析服务 Glocalization 专注B2B 国际版的凤巢/阿里妈妈 

3 . 概况 流量 • SSP：SDK、API等接入方式 • DSP：20余家主流Exchange • 规模：DAU 9亿，几百亿请求/天 广告 • 预算：中日韩、东南亚、欧洲、北美为主 • 形式：Banner、Native-image、Rewarded-Video、Playable等 • 素材：广告主提供、抓取、素材实验室、自动化辅助制作 策略 • MindAlpha 一站式机器学习平台，支持百亿特征、千亿样本 • FM、LR等模型，以及ESMM、DF-ESMM-DNN等自研模型 • 百亿用户历史行为DMP服务 

4 . Business Participant World China Platform Advertiser Second-hand Google Play/Appstore Third party Monitor Advertiser 

5 . Business: Forward AD-Server Device Request AppStore/Google Play Second-Hand Advertiser Platform OR Third Party Monitor Advertiser Monitor 

6 .Business: Event Postback Device Event OR Third Party Monitor Advertiser Monitor Second-Hand Advertiser Platform Billing-Server 

7 . Challenge 环境复杂 快速适应 跳转、第 正样本严 三方策略 重延迟 变现 效率 多样化的 多目标的 素材、呈 权衡 现形式 

8 . FM/FFM Training IVR Model with LR and FM/FFM Directly Output IVR … … Sparse Feature FM and LR … … … … … 

9 . ESMM Training IVR Model considering Click event L 𝜃#$% ,𝜃#'% = 𝑙 𝑦, 𝑓 𝑥; 𝜃#'% + 𝑙 𝑧, 𝑓 𝑥; 𝜃#'% ×𝑓 𝑥; 𝜃#$% ESMM Loss Output IVR … … … … … … … … … … … … … … CVR Model CTR Model 

10 . DF-ESMM Training ESMM with delay feedback DF-ESMM Loss Output IVR Delay CVR Loss Expected Delay … Generalized Linear Delay Model CVR Model CTR Model 

11 . DF-ESM-DNN Delay Feedback ESM Base on DNN Modelling delay with Weibull distribution. L 𝜃#$% , 𝜃#'% = 𝑙 𝑦, 𝑓 𝑥; 𝜃#'% + 𝑙 𝑧, 𝑓 𝑥; 𝜃#'% ×𝑓 𝑥; 𝜃#$% @ @ [exp − 𝑒 − 1 ∗ 𝜆 𝑥; 𝜃;<=>? − exp − 𝑒 ∗ 𝜆 𝑥; 𝜃;<=>? ] ∗ 𝑐𝑣𝑟(𝑥; 𝜃#$% ) G , 𝑖𝑓(𝑦 = 1) 𝑓 𝑥; 𝜃#$% = [ 1 − exp − 𝑒 ∗ 𝜆 𝑥; 𝜃;<=>? @ ] ∗ 𝑐𝑣𝑟 𝑥; 𝜃#$% , 𝑖𝑓(𝑦! = 1) λ x = eKLMNOP ∗Q 

12 . DF-ESM-DNN Delay Feedback ESM Base on DNN DF-ESM-DNN Loss Delay CVR Loss Output IVR CVR CTR Expected Delay Full Connection Full Connection Layers Layers … Concatenate …… Embedding 

13 . END shi.yang@mobvista.com