" Internet advertising is familiar to everyone. Take a look at the panorama of mobile advertising today. "
There are many marketing methods for users, such as advertisements, coupons, push, SMS and so on. Today, we will focus on sharing the basic knowledge related to advertising, especially from the mobile terminal. I believe that after the sharing of this article, you can have a comprehensive and overall understanding of the mobile advertising field.
1. Participants in the advertising ecosystem
First, let’s take a look at which roles are involved in the entire advertising-related ecology. It mainly includes the following four parties: the supply side, the demand side, the service side, and the audience.
Online Advertising: Important Channels and Means for User Marketing (Mobile)
1. Supplier
The so-called supplier is the seller of advertising resources. They have ad traffic slots that they can sell to display ads.
There are usually two types of sellers here. One is direct large media resources, such as Douyin and Weibo, which can directly receive various advertisements; the other is an advertising network alliance, which usually aggregates small and medium media traffic, and is called a seller instead of media.
2. The demand side
The so-called demand side, that is, the advertiser, that is, the buyer.
According to the purpose of advertising, it can be divided into performance advertising and brand advertising . The former is mainly to obtain direct conversion, such as the delivery of e-commerce products and game delivery. The purpose is to make a deal and download the APP. The main purpose of brand advertising is to do brand promotion and enhance market influence.
The so-called "combination of quality and effect" is the combination of the above two.
The left and right ends of the diagram above represent the buyer and seller, respectively. In the middle is the following: the service side.
3. Servant
There are two main types of service providers: advertising agencies and advertising platforms. The former is mainly to extract commissions from advertising transactions, while the latter is a variety of advertising platforms, which will be shared here.
Online Advertising: Important Channels and Means for User Marketing (Mobile)
1) DSP (Demand Side Platform)
Provide a real-time bidding platform for demanders (ie advertisers or agencies), and demanders can manage advertising campaigns and their delivery strategies on the platform, including target audience targeting conditions, budgets, bids, creativity and other settings, DSP through technology and Algorithms automatically optimize delivery performance and provide data reports.
2) ADX (Ad Exchange)
What ADX provides are transactions, enabling real-time bidding, ad inventory and ad demand matching.
3) SSP (Supply Side Platform)
In theory, SSP (supply-side platform) is responsible for connecting to media, and then connecting to ADX. Now the functions of the two are basically the same, and ADX and SSP can be collectively referred to as advertising trading platforms. DSP connects to ADX/SSP telemarketing list through API, and buys its traffic through real-time bidding.
4) DMP (Data Management Platform)
It can provide crowd tags for advertisement placement for accurate audience targeting, and create user portraits through advertising data, manage telemarketing list crowd tags and re-launch. Many previous articles have been elaborated. You can read the articles related to the public account label portrait system.
4. Audience
Audience refers to the users who receive advertisements.
The types of advertisements
According to different division logics, advertisements are divided into different categories. If divided by industry, it can be divided into search advertising, e-commerce advertising, video advertising, information advertising, etc. According to the mobile terminal advertising position, there are mainly the following categories:
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