Analysis of Toutiao’s information flow directional system

This article will tell you about the targeting functions that Toutiao currently has, so that you can have a complete understanding of Toutiao targeting.

There are mainly three contents: the background of the directional system, the structure of the directional system, and the detailed explanation of the directional content. Friends in need can take notes.

1. Background of the directional system

1. Achieving a win-win-win situation has become the core goal of all advertising platforms

As the media advertising market continues to grow, whether users, advertisers and advertising platforms can each get what they need and achieve a win-win situation has become the core goal of each advertising platform.

Advertising platform: Precise targeting capabilities help me meet the needs of both users and advertisers

Advertiser: I want precise targeting to save costs

User: I only want to see content that interests me

Accurate targeting makes advertisements valuable information

Advertisements are no longer harassment. They are displayed to people in need through precise targeting, making them valuable information.

2. Huge data thickness provides data support for the directional system

So far, Toutiao 's products have more than 400 million active users and more than 400T of user portraits. Every user has different attributes, preferences, behavioral trajectories and other information. This information provides data support for the targeting system and, through big data, becomes the advertising platform that understands users best.

Technical capabilities + data support to explore user needs and build a targeted system

Based on Toutiao's strong technical strength and data capabilities, we deeply analyze each user's basic information, reading behavior, reading scenarios, interests and hobbies, accurately explore user needs, and build a rich targeting system.

3. Toutiao builds a bridge between advertisers and users and becomes the advertising platform that understands you best

Advertisers: Use headlines for precise targeting and achieve maximum conversion with minimal cost

User: Every advertisement a user sees is a piece of valuable information

2. Directed Architecture

There are so many types of orientation, how can we understand them clearly and systematically?

The directional structure is divided into 16 types of orientation and 6 dimensions of precise orientation

Basic attributes: region, gender, age

Hobbies and Interests: Interest categories, interest keywords

User environment: platform, mobile phone brand, network, operator, system version

Custom crowd: directional crowd package, exclusion crowd package

User behavior: App behavior, new users

Other targeting: article classification, smart targeting

3. Detailed explanation of targeted content

1. Basic attributes

1) Geographical targeting

Toutiao's geographical targeting is obtained by weighting factors such as the user's current GPS, IP, historical city, server address, etc. This positioning method is more accurate than simple IP positioning.

2) Gender and age targeting

The user's gender and age can be determined through the headlines user information and related information chain data (such as usage behavior, reading habits, etc.).

2. User environment

1) Platform

Advertisers can place advertisements on the platform of a designated system according to their own delivery needs.

For example, if an advertiser promotes the download of an Android app, then the target users should be users of Android phones, so they can target "Android".

2) Mobile phone brand

Targeting is carried out based on the brand of mobile phone used by the user. There are currently 27 mainstream brands.

It is suitable for advertisers who have targeted needs for mobile phone brands. For example, for Xiaomi mobile phones, you can check "Xiaomi" to promote new products to Xiaomi users, or you can check "Huawei" or "Meizu" for targeting and grabbing users.

3) Network

Orientation is based on the network environment (WIFI, 2G, 3G, 4G).

It can help advertisers who have high requirements on network speed and traffic to avoid "invalid" users, especially those in the mobile game industry and those who frequently use video materials.

4) Operator

Targeting based on the network operator used by the user!

3. User Behavior

1) New users

It mainly targets advertisers who have differentiated delivery needs for new and old users of Toutiao. For advertisers who have been placing large amounts of ads on Toutiao and Xigua for a long time, their ads may have been placed to old users many times. At this time, advertisers may want to place ads to new users who have not seen the ads. By using the user's first activation time targeting, they can conveniently select users who started using Toutiao and Xigua at different time periods based on their own historical placements, making the placement more targeted.

Targeted support: Currently only supports within one month, one month to three months, three months or earlier

2) App Behavior

It is mainly aimed at advertisers who want to target users who have a certain type of app installed on their mobile phones, helping advertisers find people who are concerned about and interested in specific areas.

Targeted support: only supports users with Android phones

4. Hobbies

1) Interest classification

Toutiao content has a rich classification label system, which becomes the data basis for Toutiao's interest classification and targeting. Based on these massive data and user behaviors, Toutiao mines users' reading interests and forms interest classification and targeting. Interest classification supports 18 first-level categories, and each first-level category supports several second-level interest categories.

2) Interest keywords

The granularity is finer than interest classification. It extracts users' high-frequency interest keywords based on their reading behavior and uses keyword tag technology to accurately locate target users, effectively avoiding waste of advertisers' advertising resources.

5. Customize the crowd

Targeted audience package: Deliver ads to the audience in this audience package

Exclude crowd packages: exclude the crowds in this crowd package when delivering ads

If you adopt targeted delivery, once you use the custom audience package created by DMP, it is recommended that you do not use other targeting conditions, otherwise the audience will be further narrowed.

If you use discharge delivery, you can also overlay other basic targeting methods at the same time.

Author: Hardcore Optimizer

Source: Hardcore Optimizer (yhdyhs2020)