chapter  Chapter 9
20 Pages

Technological Overview

WithLiu Peng, Wang Chao

This chapter reviews various advertising products from the perspective of system architecture and data-processing algorithm, hoping to guide readers who need to build traffic monetization or data monetization system in practical work. It looks at the selection of mature open source tools to quickly build AD system frameworks. Computational advertising is one of the typical systems to deliver personalized content based on individual user information. Similar systems include recommendation system, personal credit information system, and indoor navigation system. The collaborative process of these parts is as follows: log of the online serving system is connected to the data highway and then transferred from the data highway to the offline data-processing platform and the online stream computing platform. In different advertising products, the optimization objectives will take different forms, and sometimes there will be additional constraints.