후발 광고 플랫폼의 시장 생존 전략 - ASUM 사례 연구

Learn how SK Telecom developed and optimized their advertising platform ASUM in this 20-minute technical presentation from SK TECH SUMMIT 2022. Discover the development process and technical insights behind creating a competitive advertising platform that leverages high-quality first-party data and machine learning-based CTR prediction for precise targeting. Explore how ASUM utilizes SKT's trusted channels to optimize campaigns through banner retargeting via SMS and advertiser-specific similar audience targeting. Gain practical knowledge from real-world case studies about implementing essential advertising platform technologies including data management, targeting mechanisms, and user-ad matching algorithms. Join presenter Yonghyun Kwon, a data analyst from SK Telecom with extensive experience in app development and advertising analytics, as he shares strategies for succeeding as a late entrant in a market dominated by established players.