GU CHENG'S SO-CALLED "BUILDING A FEDERAL DEPOSIT INSURANCE COMPANY IN THE INTERNET INDUSTRY" IS ACTUALLY AN INTERNET ADVERTISING INTERMEDIARY PLATFORM SIMILAR TO ADSENSE. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

Here's how the platform works:

Before the advent of ADSENSE, most of the world's website owners were billed for advertising fees based on third-party traffic statistics (such as Alexa statistics to evaluate the advertising value of a website page).

A certain advertising space on the website, placing a certain advertisement, how much money is charged per day, is fixed. There is no direct link between the more points and the income of the website owner. (It's even worse if it's hooked, because it's easy to fake clicks, resulting in a loss for advertisers)

However, because the accuracy of third-party traffic evaluation systems, including Alexa, has been destroyed by the fraud of daily active IP before the cold winter period, all advertisers in all mankind do not trust any website owner in all mankind, and they feel that the effect of Internet advertising is unpredictable, and the premium is too empty, so it is better to return to TV and radio, newspapers and magazines to advertise.

Therefore, the valuation of Internet advertising around the world has plummeted, and the cold winter is coming.

AFTER THE ADVENT OF THE ADSENSE PLATFORM, IT WAS CHANGED TO "ALL ADVERTISERS WHO NEED TO ADVERTISE ON THE INTERNET NO LONGER DIRECTLY HAVE ADVERTISING TRANSACTIONS WITH WEBSITE OWNERS, BUT REPORT THEIR ADVERTISING NEEDS TO THE ADSENSE PLATFORM." ALL WEBSITE OWNERS WHO HAVE VACANT ADVERTISING SPACES ALSO REPORT THEIR VACANT RESOURCES TO THE ADSENSE PLATFORM, AND THE ADSENSE PLATFORM WILL MATCH THESE ADVERTISING NEEDS WITH THE RESOURCES BEING DELIVERED."

And use a set of ADSENSE built up and gradually credible open matching algorithm to win the trust of the public and accept public supervision. You will be charged based on the number of valid clicks, and each IP address will be charged once every 24 hours for up to one valid click. WHETHER THIS CLICK IS VALID AND WHETHER IT IS A MALICIOUS CLICK OF THE BRUSH IS ALSO DETERMINED BY ADSENSE'S ALGORITHM.

Moreover, this platform can also multiply the efficiency of human Internet advertising.

Because at the beginning, the website owner and the advertiser directly traded, so the ads that can be placed on each website are very fixed, and the display efficiency may not be maximized.

For example, today the Los Angeles Lakers operated its official website, but only Nike and Adi, who sold shoes, came to advertise. And maybe the probability of visitors to this website buying shoes is very low, and this advertisement is not cost-effective.

AND ONCE IT IS ENTRUSTED TO ADSENSE TO DECIDE "WHAT ADVERTISING SHOULD BE DONE ON THIS WEBSITE", BACKED BY AN ALGORITHM SUPPORTED BY SEARCH ENGINE BIG DATA, IT IS POSSIBLE TO ANALYZE THAT "BASKETBALL AND JERSEY ADS ARE THE MOST CLICKED PRODUCTS ON THIS WEBSITE".

Then Google searched for N advertisers who had basketball ads on it, and some offered 5 cents a click, some 20 cents. Naturally, Google would have prioritized the basketball ad, which was worth 20 cents per click.

However, Google's push algorithm is not simply sorted by the bid per click, it also takes into account the maximization of the product of the unit price and the number of clicks.

For example, in addition to basketball and jerseys, Yunnan Baiyao, a drug for bruises, is also in great demand among the user base of sports websites, and Yunnan Baiyao is a consumable, and the frequency of consumption is much higher than that of non-consumables such as basketball.

AT THIS TIME, IF THERE IS A YUNNAN BAIYAO AD WITH A BID OF 5 CENTS PER CLICK, AND A GENUINE BASKETBALL AD WITH A PRICE OF 20 CENTS PER CLICK, AND AT THE SAME TIME IT IS WAITING TO BE PUSHED ON GOOGLE'S ADSENSE. ADSENSE WILL CALCULATE THAT IF THE OVERALL CLICK PROBABILITY OF THE GENRE OF YUNNAN BAIYAO ADVERTISING IN THE PAST FEW MONTHS EXCEEDS THAT OF BASKETBALL ADVERTISING BY MORE THAN 4 TIMES, THEN EVEN IF THE ADVERTISING FEE OF YUNNAN BAIYAO ADVERTISING IS SMALL, ADSENSE WILL STILL GIVE PRIORITY TO PUSHING YUNNAN BAIYAO.

Therefore, the emergence of this "intermediary" benefits both advertisers and website owners. Both sides will not hope that "there is no middleman to make the difference", but they wish that there is such a middleman who can ensure a win-win situation for both parties to make the difference.

These are just a drop in the bucket of advertising algorithm confrontation, and the real essence can't be written in 100,000 words.

HISTORICALLY, THE ADSENSE PLATFORM SHOULD HAVE BEEN OFFICIALLY LAUNCHED BY GOOGLE IN MID-2003 AND OPERATED FOR A FEE. Later, the reason why Google grew to a behemoth of hundreds of billions of dollars is that it relies on this biggest cash cow -- for every effective click on an Internet advertisement in all mankind, Google can charge an intermediary fee of 1~2 cents, and tens of billions of dollars a year.

Gu Cheng does not need to remember these historical conclusions. He just needs to know: Google hasn't made this thing yet, and if he and Boss Li want to figure it out, the objective technical background is already mature.

In order to build a platform like ADSENSE, three elements are needed.

First of all, there must be a complete set of algorithms, and will continue to be improved - this is the key to credibility, because the technology and operation methods of brushes, hackers, and companies will continue to evolve. The platform also needs to upgrade the algorithm 24 hours a day to maintain the confrontation advantage.

Just as Taobao and a certain point of Chinese.com in order to crack down on brush dogs, they need a strong technical support team to constantly optimize the algorithm for identifying brushes.

In 06, perhaps a Taobao swiper only needs to "register a new account, and then go directly to the store to buy things" to complete the swiping.

By 2016, a swiper may need to "register a new account for 15 days and place it, transfer in and out of the balance with more than 3 users in Alipay more than 5 times, and then pretend to chat with the junior of 8 stores for a total of 20 times, and click on the links of at least 3 different stores before buying the same product, pretend to compare prices and pretend to enlarge pictures to view, and each account purchases similar products no more than 7 times per natural month" in order to escape Taobao's monitoring algorithm to complete a swiping order.

This is the technological upgrade brought about by the 10-year bloody offensive and defensive war between Taobao monitoring and single buyers.

Unless the ultimate artificial intelligence push algorithm is launched, the intellectual offensive and defensive battles of human beings in the field of swiping orders, clicks, and rankings will never disappear. It will only escalate each other's means in the continuous exploitation of loopholes and plugging leaks by both sides.

If the credibility of the ADSENSE platform is to be maintained, the sentence "I said that this is the most effective ad click, and all human advertisers believe that this is the most effective ad click" is said loudly, and the algorithm maintenance and upgrading R&D strength that needs to be invested is definitely ten times that of Taobao's anti-swiping single attack and defense battle.

The original skeleton of this algorithm, Gu Cheng can currently give guidance and ideas, and set feasible project indicators.

However, in the follow-up specific R&D upgrades, he currently does not have a technical team at hand - this requires a top professional team that continues to study search engine matching algorithms, and it is definitely not something that can be done by hiring a group of programmers.

Otherwise, companies like Baidu and Google would have been everywhere for a long time.

The other two elements of the ADSENSE platform are a mature search engine and a database of big data on search behavior.

Therefore, after such screening, in 2002, on this planet, Gu Cheng could theoretically find only five partners.

Google, Baidu, NAVER, Yahoo, Yandex.

Gu Cheng didn't want to cooperate with the Mi people, Dongyi people, Fusang people, and Lucia people.

Only Boss Li is left.

……

After sorting out and digesting Gu Cheng's idea, Boss Li swallowed with difficulty: "How did you come up with this imaginative system?"

Gu Cheng didn't want to answer this question: "This is not the key, the development of this algorithm is done by the people of the country, and it can't be played at all without 20 million rice yuan." If we Huaxia people do it, the budget of 200 million is almost enough. The follow-up continuous upgrade before making a profit is almost the same price - I will invest you 400 million yuan and ask you for 10% of Baidu's equity.

THEN YOU SET UP A SUBSIDIARY CALLED ADSENSE, AND WE WORKED TOGETHER TO DEVELOP THIS THING. Personnel and engines you out, funds and guiding ideology I out. ”

Boss Li thought about it with difficulty, and asked suspiciously: "You're not afraid that I will eat through your thoughts, and then find someone else to raise money to get rid of you and go it alone?"

Gu Cheng said frankly: "Of course I'm afraid, so I only need 10% of the equity of your parent company." Otherwise, today's offer will be even higher. If you don't do it, I can sell this idea to NAVER, and I believe they are willing to pay a lot of money, and NAVER is small, maybe I can still have a certain amount of dominance.

And I don't think that when you go to the original VC for this project, they will only invest as much as you want - no one is stupid enough to see the future of this strategy. ”

As for the asking price, Gu Cheng carefully calculated.

ALTHOUGH ADSENSE IS GREAT IN HISTORY, IT HAS ACHIEVED THE ROLE OF "THE GENERAL INTERMEDIARY OF THE INTERNET FOR ALL MANKIND".

But that's something that can only be done in Google's hands.

If it comes to Baidu, considering that Baidu has no accumulation of search big data in foreign countries, and there is no engine penetration, Baidu will not be able to do that position.

Historically, Google started doing this in mid-2003, and Baidu didn't complete the copycat follow-up until early 2006, and finally Google's market share in the global advertising mediation field reached more than 80%, while Baidu's only about 10%.

EVEN IF BAIDU IS NOW BROUGHT OUT OF ADSENSE BY THE END OF 2002 OR EARLY 2003, LESS THAN HALF A YEAR AHEAD OF GOOGLE, IT WILL AT BEST MAKE BAIDU ACCOUNT FOR 30% OF THE GLOBAL MARKET AND GOOGLE FOR MORE THAN 60%.

In other words, Gu Cheng's idea can influence the market value, which is basically "more than 10% of the global Internet advertising intermediary market". And it is impossible to directly put Baidu on top of the global hegemon.

Of course, this share increase has more than doubled in this field for Baidu in history, and it may be able to dominate Asia in the future.

For this amplification effect, Boss Li and Gu Cheng's cognition is basically the same.

Some things, such as algorithms and ideas, since the law does not protect them, it is up to venture capital to grab time.

The stakes of it, Boss Li pondered for a while, and then figured it out.

Even if he gets rid of Gu Cheng and goes it alone, and gets money, and the new venture capital is lower than Gu Cheng's price, Gu Cheng can still sell his ideas to others and compete with him for time.

Without Gu Cheng's guiding ideology, relying only on the half-claw insights just now, Baidu will definitely not be able to do Gu Cheng and any of the other four major search engine companies in the world.

In that case, let's cooperate, and the rest is nothing more than bargaining.

"You invest 400 million in cash, and I will let you have 5% of the equity in Baidu. However, we can make a joint venture with ADSENSE, and within ADSENSE, Baidu will hold 80% of the shares, and you will hold another 20%, how about it?"

GU CHENG DID THE MATH, ACCORDING TO BOSS LI'S ALGORITHM, HE BELIEVES THAT BAIDU'S CURRENT VALUATION IS 4 BILLION YUAN, AND THE NEWLY ESTABLISHED ADSENSE COMPANY IS CURRENTLY VALUED AT 1 BILLION.

"Okay, I'll give Mr. Li a face. But I have two more strings attached. There is no equity involved. ”

Boss Li was also relieved when he saw Gu Cheng agree, and the rest was naturally easy to talk about: "You can say it." ”

"I'm going to make a product called 'YY Tieba', and you have to provide a 'Tieba' category control on Baidu's first-level search page to divert traffic to YY Tieba. At the same time, Baidu will promise not to operate Tieba products in the future. ”

"Just want a traffic inlet? Yes, I can do it. I'm not going to do it. Boss Li didn't think there was anything in this, so he agreed in one bite.

Gu Cheng pursued the victory: "Then, I also hope to get a big data of user search frequency and search results for keywords such as music, film and television, games, and literature collected by Baidu in the past four years." I hope you can copy it to me. ”

This time, Boss Li was a little vigilant: "What do you want to do?

He's not stupid enough to develop a competitor.

Gu Cheng smiled harmlessly: "No, no, no, I just want to do a full-category content e-commerce, I need to do an on-site search, and for the time being, I need Baidu's big data in this area to help me roughly outline the distribution of national interests and do market research." Anything else, I'm not interested in it at all. ”

Boss Li thought about it and agreed to this condition: "Happy cooperation." ”

Gu Cheng's face was relaxed: "Happy cooperation, after you are busy with these, I will make a report on the preliminary progress of your side next month, and accompany me to lobby a government official." ”

"Government officials, why?" Boss Li finally asked suspiciously,

Gu Cheng made a long story short, and said his idea that he needed to put pressure on Unicom's top management through Cardinal Qi.

Boss Li couldn't understand it even more: "Asking this kind of high-ranking government official to do things is actually for the goal of benefiting the country and the people? Don't you know that this kind of favor is very valuable?"

Gu Cheng shrugged helplessly: "No way, who asked me to treat this country's Internet industry as my family." Anything that is good for Huaxia Media is good for me. ”

Gu Cheng's last domineering declaration fooled Boss Li so much that he couldn't understand it for a while.

Is this a country?