This document discusses LINE's Demand Media Platform (DMP) which collects user data from LINE News and Ads Platform to perform targeted advertising. It provides an overview of LINE's DMP architecture, how it collects both web and mobile app data using cookies and IDFA, and how it uses that data for look-alike modeling and demographic analysis. The document also outlines the teams involved in LINE's DMP including those managing the Kafka data pipeline, databases, data analysis, and user interfaces.

1. LINE NEWS
LINE DMP
LINE

2. ● (Okada Haruki)
● 2017/09
● Demand Side Science ~>
● 2017/10
● LINE
● LINE Ads Platform
● LINE DMP

3. • LINE NEWS / LINE Ads Platform
• LINE DMP
• LINE DMP
• Architecture
• Teams
Agenda

4. ● MAU 6,000
LINE
● LINE
LINE NEWS

5. ● LINE NEWS
LINE
Ads Platform

6. ● LINE Ads Platform DMP
●
=
LINE DMP

7. ●
●
●
● Demographic
LINE DMP

8. ● IDFA
● Web Mobile App
●
● Mobile App

9. ● Look a like
● LINE
n%

11. ●
●
●
●
●
REQUIREMENTS

12. ● : Look a like
● 2018 5 LINE NEWS
● Look a like
● CTR : 34%↑
● eCPM : 45%↑
LINE DMP PERFORMANCE

13. ARCHITECTURE

14. OVERALL ARCHITECTURE

15. ● : ”/item1/”
●
●
● Cookie IDFA Redirection
●
”/item1/”
WEB SEGMENT

16. WEB SEGMENT

17. WEB SEGMENT

18. ● : ”item1"
● SDK
postback
● postback
”item1”
MOBILE APP SEGMENT

19. MOBILE APP SEGMENT

20. ● : IDFA
LINE
●
LOOK A LIKE

21. LOOK A LIKE

22. ●
● Redis
DELIVERY

23. TEAMS

24. ● LINE DMP
● IMF Team
● ITSC
● Data Labs
● UIT
TEAMS

25. ● DMP Team
● Kafka workers
● Batch
● Redirector
● Postback receiver
TEAMS

26. ● IMF Team
● LINE
Kafka cluster
● partition config
● Kafka Streams
TEAMS

27. ● ITSC
● MySQL, Redis, HBase
●
● HBase, Redis
● MySQL DDL
TEAMS

28. ● Data Labs
● Look a like
● Demographic
● / Postback
● Tag collector
● Fluentd cluster
● UIT
●
TEAMS

29. ● LINE DMP
● LINE NEWS
CONCLUSION