CHAPTER 1 - INTRODUCTION - oads

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Feb 2, 2013 (4 years and 8 months ago)

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i

VIETNAM NATIONAL UNIVERSITY


HOCHIMINH CITY

INTERNATIONAL UNIVERSITY

SCHOOL OF COMPUTER SCIENCE AND ENGINEERING






Online Advertising Distribution System


T
hesis research by


Việt Hồng

Nguy

n Đ

c Qu

n



Supervisor

Msc. Võ Duy Khôi

Re
viewer

PhD. Nguyễn Đức Cường





















ii

SIGNATURE PAGE



ONLINE ADVERTISING DISTRIBUTION SYSTEM





APPROVED BY




Name:




Name:




Name:




Name:




Name:




THESIS
COMMITEE





iii


Acknowledge
ment


We want to express our gratitude to all

professors, teachers, instructors, advisers, mentors, and
school staffs

who

directly and indirectly
gave
us

the poss
ibility to complete five

years of study
at
Int
er
national University



Vietnam National University HCMC.

To PhD. Nguy

n Đ

c Cư

ng and MSc. Võ Duy Khôi, we would like to give them our special
thanks to their precious time, instructions, recommendations, and advices.

We also want to thank our families, who were supportive i
n caring and helping us, especially in
finance, in order to have means for demonstration.

Also to all lect
urers and instructors, who provided
us with knowledge base so that we have
enough backgrounds and confidence to conduct our thesis.

We are grateful t
o advertising staffs of ClipperSpider Company and MaxB Corporation for
sharing us real experiences in the adverting industry and becoming very first stakeholders of our
system.

To all my friends, especially

those

bloggers and web masters

spent time on ou
r thesis
recommendations
, we appreciate their willingness and openness to help us collect necessary data
and build the adverting network for our system.


















i

Contents


CHAPTER 1
-

INTRODUCTION

................................
................................
................................
........................

1

1.1.

VISION AND SCOPE

................................
................................
................................
...........................

1

1.2.

BUS
INESS OPPORTUNITY

................................
................................
................................
..................

1

1.3.

VISION OF SOLUTION

................................
................................
................................
........................

2

2.

CHAPTER 2
-

LITERATURE REVIEW

................................
................................
................................
....

3

2.1.

ONLINE ADVERTISING IN VIETNAM: ISSUES AND
IMPACTS

................................
..............................

3

2.1.1.

Effectiveness of online advertising in Vietnam

................................
................................
.............

3

2.1.1.1.

Applying old & low effective models

................................
................................
........................

3

2.1.1.2.

Impacts

................................
................................
................................
................................
......

4

2.1.2.

Underutilization of online advertising advantages

................................
................................
.......

4

2.1.2.1.

Deficient understanding of online advertising
................................
................................
..........

4

2.1.2.2.

Underutilization of web advertising advantages

................................
................................
......

5

2.1.2.3.

Impacts

................................
................................
................................
................................
......

5

2.1.3.

Lack of motivation and comprehensive investment for online advertising

................................
.

6

2.1.3.1.

Demography, habits and skills of experiencing Internet of Vietnam Internet user

.................

6

2.1.3.2.

Vietnam Internet infrastructure

................................
................................
...............................

6

2.1.3.3.

Impacts

................................
................................
................................
................................
......

7

2.2.

COMTEMPORARY INTERNATIONAL ONLINE ADVERTISING SYSTEMS REVIEW

................................
.

8

2.2.1.

Google

................................
................................
................................
................................
...........

8

2.2.1.1.

Google
Adsense

................................
................................
................................
.........................

8

2.2.1.2.

Google Adwords

................................
................................
................................
........................

9

2.2.2.

Double click

................................
................................
................................
................................
.

10

2.2.3.

Chitika

................................
................................
................................
................................
.........

11

3.

CHAPTER 3


BUSINESS NEEDS ANALYSIS

................................
................................
..........

12

3.1.

ONLINE
ADVERTISING SCENARIO AND GENERAL SOLUTION

................................
..........................

12

3.1.1.

Common online advertising scenario

................................
................................
.........................

12




ii

3.1.2.

General solution in Vietnam and its disadvantages
................................
................................
....

13

3.2.

OADS System Description

................................
................................
................................
...............

14

3.2.1.

Systems Context

................................
................................
................................
..........................

14

3.2.2.

Main Features of OADS

................................
................................
................................
...............

15

3.2.2.1.

Advertisement Distribution:

................................
................................
................................
...

15

3.2.2.2.

Advertisement tracking and report

................................
................................
........................

16

3.2.3.

Other Important Features of OADS

................................
................................
............................

16

3.2.3.1.

For Publishers

................................
................................
................................
..........................

16

3.2.
3.2.

For Advertisers

................................
................................
................................
........................

16

3.2.3.3.

For OADS Staffs

................................
................................
................................
.......................

17

3.2.3.4.

For Internet Users

................................
................................
................................
...................

17

3.3.

Glossary

................................
................................
................................
................................
...........

17

4.

CHAPTER 4


SYSTEM MODELING

................................
................................
................................
...

19

4.1

Key use
-

cases

................................
................................
................................
.............................

19

4.2

System architecture

................................
................................
................................
....................

20

4.2.1

Advertisement distribution

................................
................................
................................
.........

20

4.2.2

Impression tracking

................................
................................
................................
.....................

21

4.
2.3

Click tracking

................................
................................
................................
...............................

22

4.2.4

Data Provider

................................
................................
................................
......................

23

4.2.5

Administration Management Sub
-
System

................................
................................
..........

24

4.2.6

Ads
-
Loader

................................
................................
................................
..........................

24

4.2.7

Advert
isement Distribution Sub
-
System

................................
................................
.............

24

4.2.8

Advertisement Management Sub
-
System

................................
................................
..........

27

4.2.9

Tracking Sub
-
System

................................
................................
................................
...........

27

4.2.10

Fraud Management Sub
-
System

................................
................................
.........................

28

4.2.11

Reporting Service

................................
................................
................................
................

29

4.2.12

Website Front End

................................
................................
................................
..............

30

5.

CHAPTER 5


IMPLEMENTATION AND EVALUATION

................................
................................
......

31

5.1.

Implementation

................................
................................
................................
..............................

31




iii

5.1.1.

D
ata Access Layer
................................
................................
................................
........................

31

5.1.2.

Business Logic Layer

................................
................................
................................
....................

34

5.1.2.1.

Administration Sub
-
System
................................
................................
................................
.....

34

5.1.2.2.

Advertisement Management

................................
................................
................................
..

34

5.1.2.3.

Advertisement Distribution Sub
-
System

................................
................................
.................

34

5.1.2.4.

Advertisement Tracking Sub
-
System

................................
................................
......................

36

5.1.2.5.

Fraud Prevention and Detection (FPD)

................................
................................
...................

36

5.1.2.6.

Reporting Service

................................
................................
................................
....................

38

5.1.2.7.

Payment & Billing Management

................................
................................
.............................

38

5.1.3.

Presentation Layer

................................
................................
................................
......................

39

5.2.

Evaluation

................................
................................
................................
................................
.......

41

5.2.1.

Functional and Non
-
functional evaluation

................................
................................
.................

4
1

5.2.2.

OADS development evaluation

................................
................................
................................
...

42

5.2.2.1.

Problem understanding & Model development

................................
................................
.....

42

5.2.2.2.

Requirement analysis

................................
................................
................................
..............

42

5.2.2.3.

Design

................................
................................
................................
................................
......

43

5.2.2.4.

Sys
tem Implementation & Problem solving

................................
................................
...........

43

5.2.2.5.

Quality management

................................
................................
................................
..............

43

5.2.2.6.

Project Management & Teamwork

................................
................................
.........................

44

6.

CHAPTER 6


EPILOGUE

................................
................................
................................
..................

45

6.1.

Conclusions and Discussion

................................
................................
................................
............

45

6.2.

Future Works

................................
................................
................................
................................
..

46

7.

REFERENCES

................................
................................
................................
................................
....

48

8.

APPENDIX

................................
................................
................................
................................
........

51







iv

Figures



Figure 1
-

Advertising Market Share in Vietnam 2008

................................
................................
..................

1

Figure 2
-

A site that is full of advertising as Vnexpress.net is not supposed to bring good effectiveness to
its advertisers since the CTR (Click through Rate) is very low.

................................
................................
.....

3

Figure 3
-

Online Service in Vietnam

................................
................................
................................
.............

6

Figure 4
-

A sample of Google text/link advertisements

................................
................................
..............

8

Figure 5
-

a sample of Chitika Advertisement

................................
................................
.............................

11

Figure 6
-

A samp
le of banner advertisement in an online news website in Vietnam.

..............................

13

Figure 7
-

System Context Diagram

................................
................................
................................
.............

14

Figure 8
-

OADS Features

................................
................................
................................
............................

15

Figure 9
-

OADS Use Case

................................
................................
................................
............................

19

Figure 11
-

Advertisement Distribution Model

................................
................................
...........................

20

Figure 10
-

System Architecture

................................
................................
................................
..................

20

Figure 12
-

Impression Tracking Model

................................
................................
................................
.......

21

Figure 13
-

Click tracking model

................................
................................
................................
..................

22

Figure 14
-

High level structure of OADS

................................
................................
................................
....

23

Figure 15
-

Data Provider Package

................................
................................
................................
..............

24

Figure 16
-

Administration

Management Sub
-
System

................................
................................
................

24

Figure 17
-

Ads
-
Loader

................................
................................
................................
................................

24

Figure 18
-

Advertisement Distribution Sub
-
System

................................
................................
..................

25

Figure 19
-

Taxonomy System Model
................................
................................
................................
..........

25

Figure 20
-

Advertisement Management Sys
-
system

................................
................................
.................

27

Figure 21
-

Tracking

Sub
-
system

................................
................................
................................
.................

28

Figure 22
-

Fraud management Sub
-
system

................................
................................
...............................

28

Figure 23
-

Filter Models

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................................
................................
.............................

29

Figure 24
-

Reporting Service

................................
................................
................................
......................

30

Figure 25
-

Website Front End

................................
................................
................................
....................

30

Figure 26
-

The simplified Entity Relationship Diagram of OADS Data Layer

................................
.............

32

Figure 27
-

The interface of Advertisement Management

................................
................................
.........

34

Figure 28
-

Taxonomy Applied in OADS

................................
................................
................................
......

35

Figure 29
-

OADS Statistic Daily Report

................................
................................
................................
.......

38




v

THESIS

OVERVIEW


In this part, we want to give an
overview about our thesis. This will provide readers the
structure of our thesis as well as brief information about what we have done in every chapter. It
also helps readers to navigate easier through the document and understand the objective of
every chap
ter.

Chapter 1
-

Introduction

As the first part of the thesis, we introduce our initial vision
and objectives

about the research
area
-

online advertising
.

We have show the growth of online advertising in the world and how
potential online advertising in
Vietnam is.
We also figure the current state of online advertising
in Vietnam and why it is considered in early state. In the last part of the chapter, we introduce
our solution for the current situation: Online Advertising Distribution System (OADS) and
the
targets that we aimed to when developing the system.

Chapter 2
-

Literature R
eview

In this chapter, we present the results of our researches about online advertising industry. It
includes some current important problems and their impacts to the
development

of online
advertising industry in Vietnam. We also provide short reviews

both in business and in technical

sides

about similar systems

that are currently successful in the world like
DoubleClick, Google
Adsense, Google Adwords, and Chikita
.
Thi
s helps us not only to understand the current
situation of online advertising industry

but also the advantages and disadvantages of
contemporary advertising systems

in Vietnam.
This chapter builds the base
-
understandings for
our further research in this th
esis as well as provides

readers with a broad understanding about
online advertising in Vietnam and in the world.


Chapter 3
-

Business needs analysis

Basing on the information and understandings collected on the previous chapter, we start to
gather and
analyze the needs of the industry in order to devel
op our online advertising model
.

Through survey and
interviews

with
all peo
ple participating in the system as well as
our

research and

analysis
, w
e also construct the

brief but sufficient
requirements for
Online
A
dvertising Distribution System, the

demonstration of our model
.
This chapter provides

all the
information related with current bus
iness scenario and what we have figured out for OADS
features including the detail requirements and expectations for t
he Advertisement Distribution,
Tracking and Report, as well as other management operations can be performed in OADS.

Chapter 4
-

System modeling

After defining the business model and requirements for OADS, we model the system in the
technical view. In shor
t, we can consider this as system analysis and design phase in the
development

life cycle, in which we point out our selection for the architecture of the system.



vi

The system model will show you the overview about the system structure from the
high
-
level

vi
ew with system architecture to lower view with its
components

structure. It describes the
functions and the
internal

relationships or depen
dencies among those components.
Besides

generally

describing the
main subsystems for man
datory functions of the syste
ms such as
W
ebsite Front End
,
Advertisement Loader
,
Advertisement Management Sub
-
System
,
Advertisement Distribution
Sub
-
System
, Fr
aud Management Sub
-
System

etc.,
We also dug

into
special packages designed to
improve

the quality of the system such as Content analyzer with
taxonomy
classification

and fraud filters with filtering policy.

Chapter 5
-

Implementation and evaluation

In this chapter, we present the selections of technologies and techn
i
ques that we used to
im
plement OADS at client side, application server side, and database server side. We also have
rather detail descriptions about how we organize and implement the important parts of each
application layer. For example, database implementation details, adverti
sement distribution
scenarios
, action tracking cases, taxonomy algorithm, fraud management
scenarios etc.

In addition to implementation activities, evaluation is
necessary

for any demonstration. In the
evaluation part, we show the assessment based on valid
ation including
feedback’s

reports of
people that did survey or we interviewed. We make a comparison between OADS and the most
successful
local online advertising system

like

VnExpress
.net
,

too.
Finally
, we review what we
have done from the
beginning to

th
e e
nd of development phase of OADS including its strengths
and weaknesses.

Chapter 6
-

E
pilogue

The final chapter, w
e

give the

conclu
sion
about what we have done

in OADS
and

discuss
ed

about

what we have learned and discover through doing

thesis
.
We descr
ibe our
thoughts
about the

knowledge we have gained through a long
term of study and
by
doing
this
thesis
. It

includ
es

how
doing this thesis has

brought us into a new level of understanding how
technologies
have changed real businesses nowadays
. The last part is about
a short
plan for

further
development

of OADS, which is about what we are expecting to do if we continue in
researching and deploying OADS into real world
.

This is also the last chapter of our thesis.






1

CH
APTER 1
-

INTRODUCTION



1.1.

VISION AND SCOPE

Advertising is one of most important activities of every brand or company nowadays. It takes a
major part in the development of each company by increasing sales revenues through making
customers be familiar with
products and services.


There are many ways and media used for advertising such as newspaper, television, brochure,
radio…
However, the effectiveness of advertising methods and
the
measure
ment of

it is still a
big issue needed to be considered nowadays.
In 1965, advertiser only needs three times of
displaying his advertisement on television in peak viewing time, in three consecutive days to
reach up to 90% of
housewife

class get acquainted with the brand. However, in 2002, in order
to get the same effect,

an advertiser needs to display advertisement up to 137 times (
according
to Mediapost and Gallup Organization
). It is clear that traditional advertising media are more
and more ineffective.


A new advertising method that has come after Internet invente
d is online advertising. Online
advertising (in the broadest sense, it is also known as Digital Advertising) has been one of the
most successful business models.

It is said that

online advertising

revenues will double from
more than $21 billion in 2007 to
$42 billion in 2011

(according to Interactive Advertising Bureau
of Canada).
One of successful factor of online advertising is online campaign run across multiple
sites (
According to BrandChannel
). It takes the advantages of Internet environment to make th
e
connection between organizations and their customers no matter when and where their
customers are. As usual, when advertisers want to run online advertising campaigns, they have
to contact with different websites/blogs (publishers) that they want to show

their
advertisements. However, this approach is still time
-
consuming and not cost
-
effective. More
than that, nowadays, most advertisers know the power of online advertising and take its
advantages to create and improve their advertising programs. Therefor
e, who will reach
customers first and have bigger customer networks is another issue also.



W
e

recognize

that finding out and developing a new online advertising model suitable to
Vietnam environment is not only an urgent need but also a big opportunity
.

1.2.

BUSINESS OPPORTUNITY

Online advertising is young in Vietnam
because traditional advertising media still
take a major part in advertising revenues.

However,

the situation is changing since the
Internet and e
-
commerce in Vietnam are
currently developing rapidly. More than 20%
of Vietnam population use Internet
(
according to report in 7/2007 of VNNIC and
Internet World Stats
). However, t
he
current
revenue that
online advertising contributes to
advertising industry is less than 5% of the
Online Ad.
TV
Figure
1

-

Advertising Market Share in Vietnam 2008




2

total advertising market share.
The methodologies and technologies applied in online
advertising in Vietnam are quite old and ineffective. That is one of the reasons that even th
ough

online advertising in Vietna
m is a very promising industry but still having not developed yet. If
there is a solution for online advertising in Vietnam that changes the way people are thinking
about it, standardizes the business process, makes online
advertising become more effective
and attractive, that breakthrough solution would solve the current problem and help
contributing to bring online advertising into a higher level of mature and development.

1.3.

VISION OF
SOLUTION

By researching, we have found

out
one

solution for the

above

problem
s,
and

it
can

help move
online advertising Vietnam into a new era to catch up with the
world.
It is Online Advertising
Distribution System (OADS).
The basic idea of OADS
is to connect publishers into a

classified
adve
rtising network and then when an advertiser want to advertise, he/she just need to easily
work with OADS agency with a defined simple process
. OADS does not only simplify the process
but also provides
many

important features to help the online advertising more effective
. OADS
provides a shortcut for advertisers to introduce their products, services or even brands to end
users who could need to buy their products, use their services, or get information about

the
brand. OADS also assures that advertisers’ advertisement will be seen by real people and helps
advertisers to evaluate the effectiveness of theirs advertising campaigns. These tasks will be
done via fraud detection and management
Sub
-
System
s included
in OADS. The reporting
Sub
-
System

will take part in providing publishers and advertisers concrete reports on how the
advertisements running. It will keep track everything from how many clicks, impressions, how
much advertisers have to pay, how much publish
ers have earned etc…

The whole system has to be built in the way that
it is

easy to use and understand the models for
new users (advertisers/publishers) when applying in real world.




3

2.

CHAPTER 2
-

LITERATURE

REVIEW


In this chapter, we are going to get an
overview of current online advertising in Vietnam with
considering deeply about its issues and impacts to beginning understand why we need to solve
the problems and why OADS will be supposed to help. In the remain
ing

part of th
e chapter, we
will
review

the

most updated and successful advertising system
s

in the world. This could
provide an overview about what is going on and should be expected when we build OADS, a
quite similar system but

is open
-
source, free, multi
-
language support, and

more suitable for
V
ietnam

advertising

market. In our philosophy, innovation sometimes is not just about building
something brand new, not really building something that better than existing ones, but simply
building something open and free for people to use, to study and cha
nge it, and to
contribute
to make it better
.

When successfully deployed into real life, OADS can help save money, make
more jobs,
and provide

more opportunities for
entrepreneurs, which

mean

contribut
ing

to
make the world better.

2.1.

ONLINE ADVERTISING IN
VIETNAM: ISSUES AND IMPACTS

2.1.1.

Effectiveness of online advertising in Vietna
m

Online advertising has been considered as a trend that helps companies save cost and reach
potential customers in a more effective way.
However,

in fact, online advertising
in

Vietnam is
still in the early state and its effectiveness is still

very

modest.
The

online advertising

business
model is
not really attractive and profitable as it should be. Here are some main reasons
.

2.1.1.1.

Applying old

& low effective

model
s

One

problem when

applying web
-
advertising models in Vietnam is that it has not demonstrated
to bring a good effectiveness as it is expected.


Figure
2

-

A site that is full of advertising as Vnexpress.net is not
supposed to bring good effectiveness to its advertisers since
the CTR (Click through Rate) is very low.

The problem is not simpl
y

about not fully understanding the business model
s of online
advertising

b
ut also l
a
ying in technical side, for example,
the us
ability of the
websites

that make
visitors not likely to click on the advertisements

or most of the time, the website displays wrong
advertisements to wrong segment of customers.





4

A
dvertisers

usually

have to buy the whole ad placeholder for a time span (us
ually 1 week or 1
month) with a specific price but cannot make payment based on performance like CPM (cost
per thousand impressions) or CPC (Cost per click). They even cannot have detail reports on how
their advertisements p
erform like how many clicks are
made, how many times the
advertisements are display
etc.


As a result, even thought the web advertising market of Vietnam is promised to be a big
market, web
-
advertising models currently applied are still not very successful

and need to be
improved a lot b
efore it can really bring revenue.

2.1.1.2.

Impacts

Since the effectiveness of online advertising has not been demonstrated having good result,
advertisers usually just think about online advertising as an additional part of a marketing
campaign. Advertisers do no
t trust and think online advertising that much important comparing
to other kinds of
advertising like TV, print etc
. Online a
dvertising has not yet brought
great
impact
s

into advertising industry
.

C
omparing to the development of online advertising in the
world
,

which is bringing billions of
dollars a years, online advertising market of Vietnam is still very tiny. Many big brands still
choose TV as a main marketing tool and have not realize how important and advanced the
online advertising is and how they c
an use it as a great mean to reach potential customers with
much smaller cost. One of the main reasons replies on the old perception and traditional view
of marketing methods.

Advertisers and marketers should know how an online advertising campaign is diff
erent from
traditional advertising campaign and how the power of technology is changing the advertising
industry. By this approach, more and more people and advertisers will understand the
important of online advertising nowadays, and therefore, more chanc
es for online advertising
to grow in Vietnam.

2.1.2.

U
nderutilization of online advertising advantages

2.1.2.1.

Deficient understanding of online advertising

The advertising
industry and D
ot
Com

industry in Vietnam have not had a fully understanding
about the advantages o
f online advertising. There is a realization about the transition from
traditional media (TV, print, radio etc
.
) into social media (web, blog, social networks etc
.
) but
what most of people think about online advertising is that is just instead of displayin
g banner
on print or TVC on TV, now displaying them on web. The online advertising demonstrates its
superior advantages comparing to traditional media not just by the increase of number of
visitors but also by the advantages that its technology provide.

T
here are also differences in planning, executing, tracking/conversion between traditional
advertising and online advertising. An online advertising campaign, everything should be
controlled almost by technology, changing during the campaign also is managed

by technology.
The lack of fully understanding how to run online advertising campaign makes low effective
result of the campaign. This could also make people have wrong judgment or underestimation
of the effective of online advertising.

Companies that ap
ply online advertising models in Vietnam also do not provide a
comprehensive benefit of online advertising about costs, technology advantages to their



5

potential customers. They also have not built the comprehensive tool to manage and track
advertising. For

example, most of Vietnamese advertisers do not know that in an online
advertising campaign, they can have a real time report about performance of advertising, and
then they can adjust for a better performance. Usually, after the campaign finishes they hav
e to
spend addiction money to analyze the effective of the campaign and calculate the ROI (Return
of Investment) like advertise in traditional media. Those obstacles contribute a lot to the
difficulty when applying online advertising models into Vietnam.

2.1.2.2.

U
nderutilization of web advertising advantages

In global size, Companies like DoubleClick or Google provide behavioral advertising and
content
-
targeted advertising services. With behavioral advertising, user’s information and
activities are like age, sex, f
avorite websites/content are tracked and mined, and then through
browser cookie the system can detect users’ identity to provide the appropriate advertisement
to the users’ segment. This is almost could not be done in traditional media like TV since it
can
not know correctly who is watching in front of the TV. As a result, TV can show wrong
advertisements to wrong users at the wrong time.

Those technologies mentioned above even thought have a great development in the world but
still
brand new in Vietnam.

Th
e underutilization of technology applied in web advertising make
online advertising business markets of Vietnam being limited to a number of well
-
understanding people and organizations.

The development of online advertising business of Vietnam is in early
state. The market size is
big but there is still lack of convincible successful examples that can make advertisers to
consider online advertising a big part in their marketing plan. One of biggest reason is that
Vietnam online advertising businesses still
cannot provide an entire solution including from
planning, executing to technology
-
based tools that can show the deep and breath benefit of
online advertising.

2.1.2.3.

Impacts

When people just simply think that Internet is just another type of media, and they do
the
marketing in the same way as traditional advertising in traditional media (simple display
banner/video ads), they do not make the most of advantages of web advertising. Those
advantages like tracking user’s seg
ment (gender, ages, hobbies etc
.) or conte
nt
-
target
advertising if not applied in Internet advertising will make online advertise just alike the
traditional advertising. In addition, this lead
s

to the current situatio
n of Vietnam online
advertising:

advertisers have not realized a real value of on
line advertising.

This limitation makes it difficult for web advertising to overcome traditional advertising in next
few years. On the other hands, online advertising cannot reach many segments as TV can do
like farmers (above 60 % population of Vietnam).
Currently, the only way for online advertising
in Vietnam is maximizing its advantages to maximize profits from its reached audience. To do
this, web
-
advertising businesses need to do more research in online advertising technology and
demonstrate i
t
s super
ior benefit

to

customers.




6

2.1.3.

Lack of motivation and comprehensive investment for
online advertisin
g

2.1.3.1.

Demography, habits and skills of experiencing Internet of
Vietnam Internet user

In the recent years, Vietnam is always considered as one of most
growing

countries in
Internet
in term of number of users. It
seems to be an advantage for web advertising develops in
Vietnam. However, it is not very true. The habits and skills of experiencing
Internet

of Vietnam
Internet

users is a hard issue for any advertise
r. Most of them, especially women, are using
Internet

in a passive manner
.

According to the research of Yahoo and TNS Media about
Vietnam
Internet

users, 89% of them use
Internet

for reading news with common websites
above; 73% use
Internet for instance me
ssaging service,

58% use
Internet

for email service…

It
is not too hard to recognize that the reasons for Vietnamese use
Internet

are quite simple. In
addition, the level and frequency of using
Internet
, and the number of
Internet

users vary in
different a
reas in Vietnam. 42% of citizens of four big cities Ho Chi Minh, Ha Noi, Da Nang, and
Can Tho, use
Internet

around 43 minutes eac
h day. Up to the present, there i
s no similar
research done in other areas but we can assure that those statistic numbers will
be decreased
in poorer areas.


Figure
3

-

Online Service in Vietnam

The research reports also show that 79% of Vietnam
Internet

users are from 15 to 19 years old.
Those are not really potential users for web advertising because mo
st of them are ones who are
depended in finance of their families. Meanwhile, most of services and businesses need
potential customers who have abilities to activel
y manage their financial issues.

2.1.3.2.

Vietnam
Internet

infrastructur
e

Internet

infrastructure in
Vietnam develops rapidly in recent years with very high growth rate
200% per year (according to Vietnamnet.vn). However, this development is centralized in
important centers and big cities while other areas still face many difficulties in developing the
In
ternet

infrastructure in particular and information technology infrastructure in general. At the
present, most of
Internet

service subscribers use broadband
Internet

ADSL but in fact there is a
lot of complains about the service quality the
Internet

service providers provide.

0
20
40
60
80
100
News
Email
Chat/IM
Blog
%

Online Service

Online Service Usage

Online Service



7

In other aspect, web adverting and ecommerce have a very strong relationship. They are hand
in hand. Ecommerce provides needs and demands for web advertising
to develop

while web
advertising motivates the development of ecommerc
e. However, ecommerce in Vietnam is still
at starting point of the development due to the weakness and incompleteness of its
supplement services, especially payment or logistics services in Vietnam.

2.1.3.3.

Impacts

Like any other business, the motivation for web a
dvertising to develop is originated from
consumers. Consumers are

the

targets, which provide demands and determine the trends and
directions of web advertising. Web advertising in Vietnam currently have a big problem related
to consumers.
I
n addition, the
main area that produces demands for online advertising is e
-
commerce has not been developed and no complete legal framework has been established for
web advertising in Vietnam.

This reduces the enthusiasms, expectations, and motivation of
advertisers.
Cons
equently
, they are cautious to invest in web advertising. For

a

long
-
term
development, web advertising is negatively affected by this fact because those are ones who
make decision of using web advertising or not and determine the investment level for web
a
dvertising if it is selected.

While big Vietnam online newspapers, which attract most of web traffic of Vietnam, cannot
spend more capital and resources for web advertising because their specialization is providing
content and news, not web advertising.
T
here is

still no company that specializes in web
advertising is really considered successful. This results Vietnam web advertising industry does
not have diversity as other developed countries do. This also decreases the competition, which
is required for
any development.

The poor infrastructure ma
kes advertising companies cannot apply and deploy all kind of web
advertising models with sophisticated media, especially video

or rich media

advertising. Its
imbalanced development and the inconsistence between w
eb advertising and e
-
commerce
make web advertising cannot be spread out and create a breakthrough in Vietnam web
advertising industry.

Web advertising has not been given obvious opportunities to develop. Its advantages have not
been entirely recognized by advertisers, companies, and people who have abilities, powers, and
responsibilities to the development of digital advertising in Vietna
m. According to the research
of Yahoo and TNS Media, the average duration Vietnamese users spend on using
Internet

is 43
minutes per day. It is equal to twice of the duration they spend on watching television and 8
times of that on reading newspaper (accor
ding to IDC research).
I
n contrast, television
advertising still takes almost 80% of local market share (according to VietnamBranding.com
)
. In
Vietnam, only 31.31% of companies have their own websites for introducing information about
the companies to
Inte
rnet

users. And among them, there are quite few companies understating
the needs of advertising
after building the websites. It i
s clear that the investment for web
advertising is not as it should be.

The number of companies working on advertising areas i
s large in Vietnam but there are a few
ones among those specializing in web advertising or digital advertising

such as
VietnamNet,
24H,
and
VnExpress

etc.

Advertisers who want to run online advertising campaigns do not have
many choices due to the inflexi
bility of the web advertising models these providers are using.




8

2.2.

COMTEMPORARY INTERNATIONAL ONLINE ADVERTISING
SYSTEMS REVIEW

2.2.1.

Google

From the very beginning when trying to find way to earn money from their search engine,
Google’s founders have thought about

a way to use their search engine as a tool to detect
users’ need when they search, then display relevant text advertisements beside the search
results. That was a big success from the beginning. Later, they build up a bigger system, which is
not only disp
laying advertisements in their result page but also in their partners’ websites.

Google divide its system into two

products: Adsense


for publishers who want to display
advertisements into their site to earn money and Adwords


advertisers who want to dis
play
advertisements in search result page and publishers’ sites. This has recently become one of the
most successful business model in
Internet

which bring Google become one of the most fast
-
growing company ever.

2.2.1.1.

Google Adsense

Overview

Many websites aroun
d the world, especially small ones, have been using
Adsense
to

monetize
their content. These websites including big websites like New York Times (nytimes.com) to
small blogs like Lifehacker.org … three most advantages of
Adsense
are:

o

It helps small websites, which do not have sale department to earn money easily just
enrolling in
Adsense

program. Does not need to own a website with
traffic

100.000/day
to earn money with
Adsense

o

It works on performance
-
based, which is
Pay
-
per
-
Click (PPC)
, how much a
publisher

will
Figure
4

-

A sample of Google text/link advertisements




9

earn depending on how many times
visitors

click on the advertisements.


o

Adsense distribute advertisements smartly based on relevant information. For example,
a forum about mobile phone will be automatically displayed ads of Nokia etc… This lead
to the click
-
through
-
rate is very high comparing to traditional static banner
adve
rtisements.

Source of these advertisements are from the Adwords service where advertisers pay money to
place their ads in Google search result or Adsense network sites.

Technology view

Google uses a web crawler called Media
-
bot, a robot similar to content
crawler of its search
engine, but Media
-
bot just indexes those website enrolling
Adsene

programs. After crawling the
content, Google will analyze these contents with complex methods to categorize these web
pages based on
keywords
. Then, Google engine will
detect which advertisements are suitable to
display in every webpage.

For publishers, to display advertisements, they have to include a small piece of
JavaScript

code
into their website. Every time a visitor visits the website, this
JavaScript

code will ca
ll
to
Adsense engine to generate
suitable
ad
s
.

Currently, this is a solid solution to distribute and display
ads
, which bring Google and
publishers around the world billions of dollars per month. However, there are still many
limitations such as the distr
ibution system is just based on
Artificial Intelligent algorithm

without any manual manipulation and interaction, there are many cases that advertisements
cannot be displayed correctly with the visitors need. For example: a kid visits a
n

education
website
about Henry Ford for the preparation of the history class, but it displays advertisement
of Ford car, which is not interested by that kid, and that kid also does not belong to target
audience of Ford car advertisement. Another example, a person is looking
and reading
information for a house in Ho Chi Minh City, but it can display the advertisements about a
house for sell in Hanoi, which is not in the interest of that person.

2.2.1.2.

Google Adwords

Overview

With the philosophy that Google want to build a marketing
tool that, for example, when people
pay 1000$ in marketing, the system will guarantee 5000$ in return for that investment,
Adwords works on performance
-
based with heavily on based on end users’ needs. Not simply
advertisers only have to pay for those click
s that have been made, but Google want these clicks
must be efficiency as much as possible. It is more about quality than quantity of the clicks that
advertiser have to pay for. That makes the difference.

There are mainly 2 places that an ad can be displa
y when an
Advertiser

pays for advertising with
Adwords:




10

o

Search Engine: is when end users search for something in Google search, there will be
related advertisements displayed.

o

Content network: this is a network of
Adsense
’s registered publishers. Compari
ng to
displaying ad in Search Engine, ad in content network has lower click
-
through
-
rate. In
this situation, Google automatically categorized of pages and displays relevant ads
based on the advertisers' keyword lists.

Because of its commitment in providin
g high quality return for marketing investment, Google
not only keeps improving its ability to display correct ads that fit customer’s need when they
surfing websites but also it builds a very strong fraud protection system which is help to
guarantee that
every click made is real and not made by malicious activities. However, as a
recently research, there is still more than 10% of clicks considered fraud.

Technical View

Two main functions of the Adwords are collecting advertisements for Adsense to
distribute and
reporting. Adwords works in web
-
based environments and can be ac
cessed by anyone through
web browers.

2.2.2.

Double clic
k

Overview

Different to Google with text and link advertisements, DoubleClick uses image as
advertisement. The publishing advertisement approach of Double Click is also different in
comparison with that of Google. DoubleClick buys advertisement positions on big and h
igh
traffic websites (publishers),
and then

works with advertising agencies to sell these
advertisements.

Established in the end of 90s, DoubleClick has survived through the dot Com bubble in
beginning of 2000s. Its main product is called DART, which prov
ides solution to administrate the
advertisement buying cycle for advertisers and publishers. Because of displaying banner
advertisements, DoubleClick charges advertisers in both ways Pay
per

Click (PPC) and Cost
per

Thousand Impression (CPM)
.

Technical ov
erview

DoubleClick has been trying to display advertisement in the way that is more efficient for
advertiser and publishers. In other words, it always tries to display right advertisements to the
right web viewers, which will increase the click percentage

and the quality of every click. By
that way, publishers can earn more and advertisers not wasting much money in display
advertisements to wrong target.

To reach the goal, DoubleClick has built a tool to collect users’ data, including IP address,
domain,
browser, local time and date, operating system, and page viewed… DoubleClick
collects this information during the time users visiting websites belonging to DoubleClick’s
network and will store in data center. By analyzing this information, DoubleClick can
produce
statistics to improve their advertisement displaying method.
Moreover,

every time users come
back to a website, DoubleClick can detect some information like gender, age, location, or even
interest
…, which

helps

them provide
advertisements that are
more suitable

to those users. By



11

that way, it will also help not to display wrong advertisement to wrong users, like displaying car
advertisement to kids
.

2.2.3.

Chitika

Overview

The development of Chitika attached with the development of web 2.0. Chitika is the
pioneer in
widget advertising. After registering with Chitika, publishers (mainly small websites or bloggers)
will get the HTML segment and paste it on their websites/blogs. These HTML segment, works
like a widget, which is embedded into a webpage position

like sidebar and then displays
advertisements such as mobile phone, books etc… with short description. When users click on
these items, Chitika will redirect them to destination website like Amazon, Ebay, or other online
shops etc… for purchasing the prod
ucts. In other hands, publishers do not sell products; Chitika
does not sell any products either. They just build widgets on publishers’ web pages and sell
them to online shops or advertisers.


Figure
5

-

a

sample of Chitika Advertisement

Technical overview

In general, Chitika provides widget, which heavily based on JavaScript.
Instead of displaying link
advertisements or banner
advertisements, the widget look

more like natural on
line shop
s
'

out
-
look.
Chitika also builds middle pages to redirect to the real online shop and tracking visitors’
activity.

The way it displays ad is quite simple, it let publishers choose which type of products they want
to advertise (or in other words,
sell) in their websites and got the HTML segment with
JavaScript code embedded and paste it into their
web pages
. Every time a visitor visits the
webpage, these JavaScript code
s

will call back to Chitika server to request information about
the advertisemen
t information to display such as product name, image, price, description etc…
or sometimes, even price comparison from different online shops. The content of the widget
then becomes very dynamic, sometimes, if the Chitika web service cannot find suitable i
tems,
the widget can display a search box for visitors to search products right in the publishers’
websites.







12

3.

CHAPTER
3


BUSINESS NEEDS ANALYSIS


To have
a better understanding about the current business need of the advertising distribution
system in
Vietnam, we have made a small research by interviewing

and surveying

the main
stakeholders of the systems: advertisers and publishers. The purpose of the interviews is to
figure what functions, what kind of reports, and how the system would satisfy their b
usiness
needs.
The detail of the survey result can be found
in the appendix of this document.

Advertisers here are mainly marketing managers of different type companies, or media
planning manager of advertising agencies or media companies. Some of them may

have had
chance to work with Google Adwords so their requirements and expectations from OADS are
stated more clearly and in detail.

There are also two main types of publishers: big websites and small websites/blogs. They have
different views and expectati
ons to the system. Usually publishers with big websites requested
more complicated report and customization from the system since they easily to realize what
the system can bring them. In other hand, small website owners they actually do not care much
abou
t they need from the system, what they really care is whether the system is feasible to be
applied and whether they can make real money from their website.

From what we obtained through those interviews, we have concluded that what they care most
about i
s the system reliable:

-

Advertisers want to know that if they will lose their money because of fraud,

-

Publishers wonder whether the system will provide the correct report about how many
clicks and impressions. The reason is that this information will direc
tly affect their income and
their reputation to the publishers.

From that scope and vision of the system, we decide to design and implement a more stable,
reliable, high
-
performance system rather than spending time on implement complicated
functionality f
rom the early state of the system. We also realize that the most obstacles need to
be overcome to apply the OADS system into the real life is the trust from both sides: advertisers
and publishers. If they do not believe in the system’s capability, the syst
em becomes useless.

In the next part of this chapter, based on our research, we provide a brief understanding about
business models as well as simple system requirement analysis.

3.1.

ONLINE ADVERTISING SCENARIO AND GENERAL SOLUTION

3.1.1.

Common online advertisin
g scenario

S
ince the current growing of number internet users

in Vietnam, when a company (advertiser)
has products or services need introduce or advertise to many people in specific segment like
teenagers, female, kids etc. Internet users will take an impo
rtant part. Internet has been
becoming more and more important for advertiser to spread out the information about the
product or service to Internet users.




13


3.1.2.

General solution

in Vietnam and its disadvantages

In their advertising campaigns, advertisers will have to following 3 main steps:

-

Do advertising research and create advertisements:
they

can be video, images,
etc


-

Choose the websites to display advertisements in a specific period. These website
s

(publishers) can be
famous

online news, a technology forum, to a
famous and high traffic
blo
g etc.

-

Work with those websites to negotiate the price and sign contract with the
m to run the
advertisements.

The cost for this banner that the advertiser has to pay is depended on the position of the
banner on the advertising websites and the campaign’s duration. This cost could be paid at
once or many times depending on the contract
between the advertiser and advertising
company.

T
his way of advertising

process

ha
s

many disadvantages
, which

can be listed out as follow:

-

Advertisers have to work with many publishers; the process is very slow, costly, and time
consuming.

-

There are no gu
arantee on how the advertisement performance since their no concrete and
trusted report, especially report from the third party.

-

There is no way that advertisers can control how their campaign
s

are

going. They cannot
know which banner is performing better,

which should disable and there is no way for
advertiser to disable an advertisement beside have to work directly with every publisher.

-

The process is not capable for small businesses like a small online shop when they just
display ads in a small period or

target.

-

It is not cost effective for advertisers since advertisers have to pay for publisher not based
on performance of the advertisement but they have to buy the whole package.

-

No way for small publishers like small forum or blogs can earn money throu
gh
advertisements since advertisers do not have time to work with every publishers.

Figure
6

-

A sample of banner advertisement in an online news website i
n Vietnam.




14

-

There is no report for advertiser to tracking and forecast for future campaign, they also do
not know in which site the advertisement if performing better, which site has l
ead more
sales etc…

These many limitations for current solution can be improved or avoided by using OADS
advertising network. Besides, OADS will provide a lot of functionality for both advertisers to
make them saving times and money, doing better marketing

campaign and publishers to earn
more and to reach more advertisers.

3.2.

OADS
System
Description

3.2.1.

Systems Context

OADS interacts with four kinds of users. They are advertiser, publisher,
Internet

user, and OADS
staff.


Figure
7

-

System Context Diagram

o

Advertiser:

Advertiser is one who wants to advertise and introduce their products,
services or brands to end user (their customer
s
)

o

Publisher:

Publisher is one who participates in the advertising network of OADS. He/she
could be blog
ger, web admin, web master or website member… who has
own or
manage
the content of his/her blog or website or webpage. He/she is one who helps
OADS brings the message of advertiser to users (
Internet

users).

o

Internet

user:


Internet

user
s

are

ordinary peop
le

who use
Internet
. In OADS,
Internet

user is targe
t
e
d

user of online advertising who will view or click on advertisements.

o

OADS staff:
OADS staff is one who manages the operations of OADS.




15


3.2.2.

Main Features of OADS

OADS

has two
main features:

Advertisement distribution
and A
dvertisement tracking

& report


3.2.2.1.

Advertisement Distribution:

The

main role of OADS is to redistribute the advertisements across different websites of
publishers so that it can bring
the most profit to publishers and most benefit to advertisers. In
theory, the ultimate goal of Advertisement Distribution is to display the
right message, to the
right person, at the right time
. In more detail, the system should be able to detect and
under
stand the need of users based on its user’s profile and the website context, then when
users want to, say, buy a new clothes, the OADS display right there the advertisement of
clothing.

By this way, we can avoid a lot of wasting money of advertisers for a
dvertising to wrong users
who do not need their product. It also brings much more revenue to publishers since the
effectiveness of advertisement is improved, the click
-
through
-
rate is increased, and the CPC
and CPM prices are increased.

As our research an
d implementation of OADS, there is another big challenges of Advertisement
Distribution feature is it has to be very scalable. Since working as a center for storing and
retrieving advertisement units for many website, the performance of OADS has to play a
critical
part.

Figure
8

-

OADS Features




16

3.2.2.2.

Advertisement tracking and repor
t

One of the most important components of OADS that can affect its success is the tracking and
report capability of the system. No matter how good OADS can distribute advertisement but it
cannot tracking its advertisements and providing a comprehensive repor
t about how every
advisement was performed, it becomes useless and no one will use it.

The system should have capability of tracking every activity, every click and every impression, of
advertising performance. The logged information including when and wh
ere an activity
happened (the publisher’s website URL), information about the users who saw and clicked ads
(IP, cookie, user agent etc.), what type of ad and ad owner (advertiser) has been displayed, how
much it cost for advertisers, how much publishers c
an earn for the activity. In short, tracking
system should can answer who, where, when, how much for every activity. This is the only way
that we can gain the truth for OADS users (publishers and advertisers).

Come with tracking system, there should be r
eports available for publishers and advertisers.
Report should come with different forms, including raw report, graphic report. In other hands,
users can select the range of report, for examples, for a specific time. It could be better to bring
users with
capability to filter report based on different type of filters (channel, category, of
advisement unit).

3.2.3.

Other Important Features of OADS

3.2.3.1.

For Publishers



Get advertisement HTML code:

thi
s is vital for publisher, there must be a way for
them to get their
advertisement code to insert into their website to display OADS
advertisement unit. Publisher should be able to choose the style of advertisement
like width, height, background
-
color, font
-
style etc. They also may want to choose
the category of advertiseme
nts. Every time publishers specify properties for a new
advertisement code, we call it Publisher Advertisement Unit (Publisher Ad
-
Unit)



Channel

Management:

there should be a way for publishers to managing Publisher
Ad
-
Unit. To do this, OADS help publishers

to categorize their Ad
-
Unit into
channel
.
A
channel can contain many Publisher Ad
-
Units. Publishers can use channel for
different purpose like tracking the effectiveness for different group of Ad
-
Unit or
tracking revenue stream for each group.



Payment Man
agement system
: Since publishers will be paid every month
, there
should be a place for them to monitoring the payments, as well as keep track of
revenue or any problems with the payments, for example, payment did not come
etc. This could be quite complicat
ed since there are source of revenue are based on
how many clicks and impressions have been made in their website, but every clicks
and impressions have different prices. It has not said that the fraud protection
system will make it more complicated.

3.2.3.2.

For
Advertisers



Campaign Management:

including creating, editing, deleting advertising campaign
through web
-
based interface. Nice and easy to use interface which is intuitive to use
and understand for advertisers. It should imitate the way that advertisers man
age



17

advertisements in real world. It should also be available for advertisers to
pause

a
campaign, or set daily, monthly spending limit, automatically stopping campaign.



Advertisement Management
:
Ability to upl
oad, update, delete, manage every single
adve
rtisement unit. OADS should also provide a way for advertisers to look back in
the history to find advertisements units created in finished campaign. One of most
important functions of advertisement management is that advertisers can change
the bid price f
or advertisement unit: the CPC and CPM cost for every single
advertisement unit.



Billing management
:

OADS
has

to provide a way for advertiser to control their
account money, this includes how much they have deposited, how much they have
spent. Billing com
ponent should come with a very convenient transaction log.

3.2.3.3.

For OADS Staffs



OADS owners
play

the role of system administration board. We are broker to create
the connection between advertisers and advertising network (a network of
publishers). We do adminis
tration works to make sure the system operates in the
way it should do.



Membership management:
Monitoring all members in the advertising network and
advertisers, assigning roles to suitable members and managing their accessibilities.



Operation supports:
OADS

has to provide tools for its staffs to manage the
operations and processes of the system, especially in budget deposit of advertisers
and payment of publishers.




Problem solving supports:

OADS provides its operators with means to keep track
and find
out
the evidences for any complaints coming from advertisers or publishers.

3.2.3.4.

For Internet Users



Internet users
play

the role of advertising audiences. They interact directly with the
advertisement. Therefore, OADS has to provide the ability to keep track an
d receive
the information of actions that audiences performed on advertisement
s
.
OADS
should provide audiences with the advertisements related to their concerns for
improving the performance of advertising activities.


3.3.

Glossary

In this part, we introduce
the definitions for the key concepts in Online Advertising Distribution
System.



Advertising:
is
a non
-
personal form of promotion that is delivered through selected
media outlets that require the marketer to pay for message placement under most
circumstance
s.



Advertiser:
is one who wants to advertise and introduce their products, services or
brands to end user (their customer)




18



Advertisement:

is a public promotion of product or service. In the scope of OADS, it is a
medium to describe the product or service such as an image or a video movie …



Advertisement Type:
defines the kind of advertisement such as image or video…



Advertisement Category:
represents the field to which the advertisement belongs. It is
used to group similar advertisements together such as traveling, construction,
computing device, book etc.



Publisher:
is one who participates in the network of OADS. He/she could be blogger,
we
b admin, web master… who has ability to manage the content of his/her blog or
website. He/she is one who helps OADS brings the message of advertiser to end users
(Internet users).



Advertisement Unit:
is an advertisement, which is selected by publisher. It
is meaningful
to publishers only. For example, company A (advertiser) has one advertisement named
ABC. The publisher B chooses ABC to be the advertisement that he/she wants to
introduce to end user on his website. At that
time,

ABC becomes advertisement un
it of
publisher B.



Advertisement Instance:
is a copy of advertisement. It is created each time the end user
view the advertisement.
Every time an end user clicks on or a
webpage displays an
image or a video, that image or video is considered as an insta
nce of advertisement.



Click:
Click is a
top tap

on a
mouse button
, pressing it down and then immediately
releasing it. In OADS, a mouse click can only be accepted when the cursor pointing on a
ba
nner at the time the click action is performed.



Impression:
Impression is an advertisement's appearance on an accessed
webpage
.



Pay per click (PPC):
The fee that advertiser needs to pay to publ
isher for every click of
end user.



Cost per thousand impression (CPM):
The fee that advertiser needs to pay to publisher
for every thousand impression that an advertisement is viewed by end users.



Report:
Report is a special document that summarizes stat
istics related to
advertisements. It is used to keep track the effectiveness of advertising activities.



Taxonomy:
is the practice and science of classification. We will build the distribution
sub
-
system of OADS based on taxonomy algorithm to choose the ri
ght advertisement to
display.



Fraud
Prevention
:
is a process/system that is used for avoiding the fraud activities of
malicious users, mainly publishers. These activities can include faking clicks or
impressions on advertisements, or creating software, sp
y
-
ware, virus script to increase
illegal earning.



Fraud Detection:
Fraud protection is a process/system that is used for detecting and
eliminating the fraud activities of malicious users, mainly publishers. These activities can
include identify faked
clicks or impressions on advertisements to increase illegal earning.





19

4.

CHAPTER
4



SYSTEM MODELING


4.1

Key use
-

cases


The key functional requirements of the system describe above can be summarized into the use
-
case
diagram as follow:



<<
extends>>

<<
extends>>

<<
includes>>

Advertisement

Management

Advertisement

Distribution

Fraud

Management

Report

Management

Campaign

Management

Channel

Management

Internet User
Advertiser
OADS Staff
Publisher
Administration

Budget
Deposit


Payment

OADS

Figure
9

-

OADS Use Case




20

4.2

S
ystem
architecture

OADS is a web application designed as a
three
-
layers application



Now we consider the high
-
level model of OADS that shows how the key functions of the
system works before digging into the technical structure of the system.

4.2.1

Advertisement distribution


Figure
11

-

Advertisement Distribution Model

OADS

Application

Database management system

Browser

Presentation Layer

Business Logic Layer

Data
Layer


Configuration



Security


Figure
10

-

System Architecture




21

OADS has its own a network of publishers who are the owners or members of websites, blogs,
forums, or social network…They register as members of OADS and join
in
to the advertising
networ
k of OADS.

o

Step 1:
Advertiser
creates an online advertising campaign,
and then

upload
s

advertisements (text, image or video) into OADS
.

o

Step 2:

o

OADS will manage these advertisements by its advertisement management
Sub
-
System
, and then distribute these advertisements to publishers’ websites, blogs,
forums, or social network…via their webpage.

o

When internet users visit publishers’ websites, the websites will request OADS
for the selected advertisement.

o

Step 3: When requested,
OADS will choose a suitable advertisement to distribute to the
webpage has raised the request. At that time, Advertisement Distribution
Sub
-
System

of
OADS will
create a secure key associated with the action for Tracking
Sub
-
System

to
check the validity of
the action performed on the advertisement later.

4.2.2

Impression tracking


Figure
12

-

Impression Tracking Model

o

Step 1,2, and 3: These steps are described in the previous part
-

advertisement
distribution

o

Step 4: after the advertisemen
t loaded successfully, the webpage will display it and send
the impression information to OADS via Web API of OADS.

o

Step 5: OADS uses the information received from the webpage, ask Fraud Management
Sub
-
System

to validate the impression, and records it for

reporting later.






22

4.2.3

Click tracking



Figure
13

-

Click tracking model

o

Step 1,2, and 3: These steps are described in the previous part
-

advertisement
distribution

o

Step 4: For internet user perform the click action on the
advertisement, the
advertisement must be loaded and displayed. This means that the impression must be
performed first, and of course, it is recorded. Then when user click on the advertisement
displayed, the information related to the click is sent to OADS.

o

Step 5: OADS will handle clicks. In this case, we choose Middle Page as click handler.
When OADS receives a click, it will generate an instance of Middle Page to process
click’s information.

o


Step 6a & 6b: The middle page will check the validity of the
click, record it, and then
redirect the user to the target website, which is specified by advertiser and associated
with the advertisement.


With advertisement distribution system and advertisement tracking system, OADS not only
provides advertisers with t
ools to manage their online advertising campaigns but also measure
the effectiveness of each campaign.

Here is the high
-
level structure of OADS.






23



OADS includes nine packages described below with their main components inside listed.

4.2.4

Data Provider

Data provider is in data access layer of the application.
This package performs all transactions
between the appl
ication and database server that stores all the information used

by the
application such as information of uses, campaigns, channels,

advertisement, application
configuration …

Presentation layer

Data access
layer

WebFrontEnd
AdLoader
AdvertisementManagement
SubSystem
FraudManagement
SubSystem
Administration
SubSystem
ReportingService
Provider
Tracking
SubSystem
AdvertisementDistribution
SubSystem
DataProvider

Business logic layer

Figure
14

-

High level structure of OADS




2
4


Figure
15

-

Data Provider Package

4.2.5

Administration

Management