Interpret the operating logic of the advertising network.
Editor’s note: This article is from the WeChat public account “Reliable Axing” author: a star fly.
The difference between the operating model of the Internet industry and other industries is to provide users with free products to accumulate massive amounts of traffic. However, for many developers, “use Love to generate electricity” is not a long-term solution after all. To ensure that developers can continue to provide users with better products and services, a complete flow monetization mechanism is required as support. The advertising model is one of the mainstream business models of the Internet.
Theoretically, as long as a product has a large number of users using or paying attention, and under the premise of taking into account the user experience, APP developers can realize traffic monetization by publishing advertisements, and the advertising alliance is the developer of the Internet industry Some developers have dual identities as integrators and traffic deployers. They are traffic owners on the side of traffic monetization and advertisers on the side of purchase growth. Therefore, advertising alliances play a pivotal role in the business monetization of developers and user growth.
Currently influential digital advertising alliances in my country’s mobile Internet advertising market mainly include: Baidu advertising alliance, pangolin Platform, Taobao Alliance, Tencent Youlianghui, etc. This article tries to interpret the operational logic of how the advertising alliance helps developers to commercialize and grow.
1. How does the advertising network match advertisers and developers?
Advertising alliances are developed from the “programmatic buying” of Internet advertising. From the very beginning, corporate advertisers are looking for Internet traffic platforms to place advertisements. With the advertising of brands and business owners in different fields and different advertising needs Different needs. In order to reach users accurately, the digital advertising platform must connect more developers as a traffic pool, so that the advertising alliance can serve advertisers more deeply, and at the same time, the connected developers can Concentrate on its own products and services while obtaining corresponding traffic income.
Therefore, one end of the advertising alliance links advertisers to provide them with richer delivery options, and the other end integrates medium and long-tail websites, APP developers, and self-media (official accounts or short video content creators) traffic owners. They create sources of income; at the same time, developers and advertising alliances can choose between each other, and advertising alliances and advertising alliances will also compete with each other, which makes the advertising alliance committed to building a better commercialized service platform for developers .
The difference between advertising alliances and traditional advertising media companies is that their advertising demand collection, advertising distribution channels, and advertising delivery process tracking are all digital.
Specifically, the backend of the advertising alliance includes three parts: the advertising demand side platform (DSP), the media side platform (SSP), and the advertising information exchange platform (ADX); these three platforms include advertisers, operators, and professional Digital advertising distributors, digital advertising designers, and operators responsible for digital advertising distribution, docking, and cashback.
For advertisers, there is no need to find suitable apps online, and one-stop advertising can be realized by registering an account directly through the advertising alliance (official website or mobile APP platform); advertisers use multiple tags in the background of the advertising alliance Choose to determine the delivery requirements and choose the advertising billing method according to your own budget, such as oCPM (optimized cost per thousand), oCPC (optimized pay per click), CPA (based on optimized behavioral bidding), etc.; and the advertising effect can be View directly in the background for flexible adjustment and effect feedback.
And for the majority of APP developers and traffic owners who are eager to commercialize, they can also join the advertising alliance and apply to become developers for monetization. In the background, inappropriate advertising sources can be blocked, and their account fans and traffic profile system can be marked. Attracts matching advertisers to deliver, and evaluates the advertising value of users’ click and exposure costs on their own platforms. Developers or traffic owners receive orders in the background of the advertising network and check the corresponding advertising costs. Of course, the presentation of programmatic advertising in the developer’s products is inseparable from the technical cooperation between the advertising alliance and the developer in product interface and advertising data connection.
It’s not difficult to see from the above that the emergence of ad networks has improved theEfficiency, it can dynamically track the advertising delivery situation for advertisers, and present the advertising effects in real time to avoid the waste of delivery. For developers, the advertising alliance provides commercialization for the majority of APP products or traffic owners so that they have no worries. More focus on own product service experience and traffic acquisition.
2. How to adapt to the development of the industry and improve the digital advertising format to enhance advertising effects?
Whether the creative itself fits the product tone and whether it will affect the user experience is the main concern of developers in the commercialization process. If the creative itself can fit the usage scenario of the product, it can not only improve the conversion effect of advertising works, but also because of its proper scale control and coexistence with users, this is what developers want to see.
Nowadays, the form of Internet advertising is no longer the relatively simple and rude banners, pop-ups, and text links on the PC side. Instead, it fully takes into account the current changes in information distribution technology, combining user search data, big data recognition technology, Interest engine and artificial intelligence algorithm recommendation, etc., strive to make the advertisement itself “a piece of information”, and deeply integrate the advertisement with product style and content. “Ad nativeization” is inseparable from the promotion of advertising alliances.
Currently, the ad network can provide developers and advertisers with a variety of ad types to choose from, such as open-screen ads, which can be divided into vertical images or videos; rewarded videos, similar to users who can get official content or games after watching ads Permission; information flow ads, active push ads on information platforms and short videos; interstitial ads, that is, pop-up half-screen, full-screen ads in the APP, suitable for e-commerce platform promotional ads or coupons, etc.
These programmatic advertisements are distributed to different APP developers through third-party advertising alliances. The majority of users and friends may seem to be similar. The current digital advertising works have the following trends in the monetization form, which deserves the attention of advertisers and developers:
(1) Video advertisements are more popular. Short video information stream advertisements transform the effect of guiding downloads and shopping in malls. Even screen opening and banners can be used to convey more to users in the form of Gif graphics. Information volume.
(2) The interactive enhancement of advertisements. For example, some advertisements can be commented and interacted, and in some IAA (In-App Advertisement) games, users can slide the screen to have a trial experience, which enhances the advertisement itself. A sense of participation.
(3) Advertisements have explored templated schemes according to different vertical lines, such as the landing of car ads to attract users to fill out the test directlydrive letter Information, education industry advertisements encourage parents to receive gift materials, etc.; localized merchants directly distribute coupons and other forms.
3. Advertising alliances help developers gain revenue and promote the commercialization of mobile Internet
There is a game between domestic digital advertising alliances on the integration of traffic, which is good for developers, and how to find an advertising alliance that matches their own needs is the best.
Currently, the major advertising alliances have different core advantages. For example, most active webmasters of the Baidu Advertising Alliance are on the PC side and local merchants in the Baidu APP. The link is Search advertising is the main preference; Taobao Advertising Alliance and Alimama’s basic disk are e-commerce brand owners and online shop owners; the word jump system pangolin developer platform and Tencent Youlianghui are mainly for mobile developers.
Of course, advertising alliances are not just a competition of traffic scale. The core competitiveness is whether they can help companies and developers achieve a platform between growth and monetization, commercialization and experience. This requires advertising alliances to strengthen their own Platform-based service capabilities are embodied in:
(1) Provide sufficient incentives for developers, such as implementing tiered incentives and cashbacks, and advertising rewards for major sales nodes; and even subsidizing the more effective excess parts to ensure the effectiveness of advertisers.
(2) Enhance the data connection between purchase volume and monetization, build a full-link advertising data analysis tool, make the digital advertising process more precise, and can optimize and adjust the delivery based on feedback.
(3) Strengthen the review and management of advertising experience, and combine artificial intelligence algorithms to make advertising works scene-oriented, The advertising works are presented to the precise needs of people at the same time more exquisite and interactive scenes.
(4) Provide different levels of in-depth services to advertisers of different placement levels. Polishing and communicating with Party A and placement channels will help long-term industry cooperation.
Nowadays, there are still many mobile app developers looking for commercial platforms and tools, and some companies are looking for online traffic to break the growth bottleneck. The recent deployment of Internet companies in advertising alliances is worth noting. It is reported that Tencent Youlianghui 2020 Developer Conference will be held on December 22 through online live broadcast. Interested friends may wish to scan the code to follow.
[Conclusion]
Digital advertising is the window and commercial engine of the Internet economy. The advertising model is still the protection of the interests of most Internet projects and developers and content creators to provide free content. For Internet top platforms, the greater the ability and the greater the responsibility, how to make full use of the technical efficiency of the Digital Advertising Alliance to connect with advertisers The growth of business and the realization needs of developers have made the Internet traffic ecology prosperous and a long way to go. Help more companies stream from the Internet amount of profits, which can demonstrate the dividends of Internet business through data sharing In essence, the development of advertising alliances is related to the overall situation of the survival and development of the Internet.
▼Author profile
Reliable Ah Xing (Li Xing), public account: Reliable Ah Xing, well-known technology self-media & media columnist