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Download Slides (PDF) X How Artificial Intelligence is Changing Advertising in China Bessie Lee Ching Law Founder & CEO - Withinlink General Manager - Tencent Social Ads X About Tencent X Tencent Has Developed into A Leading Fortune Global 500 2015.01 Companies 2017 Provider of Internet Services in China "Internet+" Tencent included concept proposed by Pony Ma was included in the National Strategy Report 2013.08 2017.05 Mobile QQ and Market W eixin launched capitalization game centers over US$ 300 billion 2011.01 2013.09 Market Launched Weixin capitalization over US$ 100 2007.06 2011.06 billion Established Launched open Tencent platform strategy Charity Fund 2004.06 2009.12 Annual revenue Listed on Hong over RMB 10 Kong Stock billion Exchange 2005.05 2003.08 Launched social Entered online networking service Qzone games market 1998.11 2003.12 Tencent was Launched web founded portal – www.QQ.com 1999.02 Launched instant messaging service- QQ X 6 Business Groups Provide A Range of Internet Products CSIG WXG IEG PCG TEG CDG Cloud & Smart Interactive Technical Engineering Corporate Development W eixin Group Platform & Content Group Industries Group Entertainment Group Group Group Tencent Cloud Tencent Big Data QQ Browser Advertising & Wechat Tencent Games YingYongBao Tencent Data Center Marketing Service Qzone Tencent Auto lntelligence WeChat Work China Literature PC Manager Security QQ Map Tencent Video Financial Tech QQ Mail Tencent Pictures Mobile Manager Tencent Internet Plus Tencent News Tencent eSports Tencent WiFi Manager Tencent Open Platform Tencent animation&comics X “Connection” Strategy Connecting People with Connecting People with Connecting People with People Services Devices X AI @ Tencent X AI In All Reinforcement Decision Computer Learning Vision Making Generation Creation Machine Learning Natural Voice Language Recognition Comprehension Processing Cognition X Tencent Al Labs Wechat AI Tencent Youtu AI.QQ.COM AI Lab X CASE 1 Smart Retail Face Payment Face recognition payment solution that empowers the retail industry Precise identification Extremely efficient Safe and reliable 99% 1s 3D Live detection 应用场景 Self-service cash Small screen cash Mobile self-service register register cash register X CASE 2 Medical Imaging Lung cancer monitoring Locate suspicious nodules to improve the discovery rate and accuracy of early lung cancer It has been applied to more than 60 hospitals Pulmonary nodule detection Lung cancer diagnosis AI electronic diagnosis report X AI in Tencent Ads X Ads Serving – Machine Gun for a Moving Target AD2 AD1 • Tens of billions of requests AD3 • Hundreds of thousands of ads • Real-time matching of the most relevant User profile ads to users • Supported by machine learning models Best Ad trained on extremely large historical data Ad request X Intelligent Profile Understanding & Accurate User Insights Demographics Interest • inherit • purchasing • location intent • education • hobby • marriage • wealth • employment Device Behavior • carrier • travel UID • network • App • brand • eCommerce • type • O2O • OS • Ad engagement • price • purchase Custom Vertical • seed • auto • travel • expansion • education • 3C • 1-party labels • eCommerce • finance • game • FMCG X Traditional User Definition - Manual Targeting Gender, age, geo, Interests, education. keywords False Cons Gender: F Age Followers, 30~60 • Prior knowledge Marriage, APP installs, employment, payments, Exclude: True • Information loss wealth, culture engagements previous • Coarse graininess buyers Interest: • Manual optimization APP, designer Context, eCommerce, purse False device, Search, and weather Social behaviors Large number of Advertisers manually specify the Boolean match during targetable attributes targeting criteria ads retrieval X Auto Targeting: Automatic User Identification by AI 0.56 Existing leads from 1st-party data x 1 x 2 A change of mindset Previously 0.81 Converted users • Targeting by user-ad relevance x 3 User/Ad features +1 +1 0.79 Multiple ways to define Targeting by machine Matching based on seed user learning models relevance X Auto-Targeting：Representation Learning & ANN Representation learning Approximate Nearest Neighbor Search Learns embeddings for users and ads; Efficient ad retrieval based on user/ad can be used during ad retrieval embeddings under scalability constraints User embedding Ad embedding User Context Channel Ad features features features features ”Efficient and robust approximate nearest neighbor search using Hierarchical Navigable Small World graphs ”, 2016 X Lookalike Expansion for Targeting: Identify Potential New Customers Custom audience based on known converters Lookalike 1st-party data Tencent data MORE User Profiles Understand the commonality of the seed Find lookalike Mined user audience audience features 2015 DNN 2014 - Deep embedding for each seed user, Logistic Regression expansion done online 2013 - One model per seed audience, Peacock expansion done offline - Large scale distributed LDA X Static Creative is Hard to Optimize for Advertisers with Large Inventory User Static Creative： Impression Challenges Creative Hit-or-miss Coarse-grained targeting Serving Static content with no personalization Creation Advertiser X DPA: Automatic Creation, Retrieval, and Rendering of Personalized Ad Creatives Advantages User Automatic creative generation Impression Online creative • No need for trial-and-error generation optimization from advertisers Creative Product retrieval Fine-grained targeting Serving • 100m targetable products • More detailed and accurate than ad targeting Product targeting Creation Truly personalized Product DB • Different experience even for the same ad Advertiser X AI Innovations by Chinese Startups X Collaboration AI Backend X Collaboration Marketing Solution X Collaboration Offline Data Platform X Collaboration KOL Management X Thank you X Contact Us Bessie Lee Ching Law [email protected] [email protected].
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