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Key-Value Storage Network Advertising Delivery System-DSP Research and Design

Author: DuanChao
Tutor: WeiKaiPing
School: Central China Normal University
Course: Applied Computer Technology
Keywords: Network advertisement Demand-Side Platform(DSP) key value store
CLC: TP311.52
Type: Master's thesis
Year: 2014
Downloads: 2
Quote: 0
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With the rapid development of network, more and more people surfing on the internet, web pages increase rapidly in number and content and Internet advertising has also ushered in a very good development opportunity. The chances that ads get displayed, the times that ads get browsed or clicked have increased largely. Nevertheless, there appears a confusing situation of ads delivery through the traditional delivery mode. Some webpages are inundated with various ads, for example, the home page of Sina flooded with a variety of ads. Many ads are delivered without target, failing to realize the expected effect.Precise ad delivery system transfers the webpage-focused delivery mode into a user-focused one. It is realized by mining user data. The demand-side platform (DSP) for precise ad delivery system is to provide ads management function for advertiser or advertising agency. Meanwhile it collects information of the audience and extracts from large amounts of data the audience’s relevant information, based on which ads can be delivered more precisely with clearer targets.The core competitiveness of DSP is the precision degree of ads delivery. Thus it is related to the processing of big data and the processing effect directly impacts the delivery results. Traditional relational database can hardly meet the requirements of big data processing, therefore to deal with this issue is the subject of this thesis.The author firstly analyzes the current research situation of DSP, introduces the delivery process of Internet ads delivery system and states the advertising pricing models currently used. A detailed analysis of dynamic CSP technology used in developing DSP is made, which is followed by a description of the JavaScript library used in it and frequently used self-developed internal library of initialized forms. After introducing the characteristics of key storage and analyzing the shortcomings of traditional relational database, the author designs a non-relational database xdb to solve relevant problems.By introducing virtual nodes the author attempts to improve the consistency of the hash algorithm to distribute data to each node so as to achieve dynamic load balancing. Data is stored through append operation of reading the latest version each time instead of modification. The data replication and detection and timely treatment of errors ensures reliability. The value is linked through designing four-dimensional key, which is extendable. And audience data is processed by key value storage.Advertisers or advertising agents upload ads through DSP and set the desired delivery plan for creative advertising, pay the costs of ads to be delivered, set the delivery status of the advertising creativity, view advertising statistics report etc.Individuals and micro enterprises can also perform the same operations through DSP.The system administrator manages the information of advertisers and agents through the backstage management system, checking the legality of advertising, examining and analyzing the delivery effect.The DSP also need to be connected with the ad trading platform which can be connected with several DSP and several seller platform to realize precise delivery of ads commonly.

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