1、 Advertising industry terminology Class A media: advertising carrier (advertisers and media often change) Channel: * CP: App developer (content provider) * SEM: search engine Marketing *CPC: pay per click advertising category B * CPT: buy by time (T is worth one day) * CPM: the cost of thousands of displays (standing in the lead of advertising)
Category C eCPM: show the income from thousands of advertisements (from the perspective of media) Example: app makes an advertisement sheet, advertisement filling, carousel, scheduling D promotion activities, materials, targeted launch, external chain, H5 WAP: mobile terminal webpage landing page/Landing Page: users will get more advertising content, which is related to the conversion rate of users
2. Abbreviations PV: exposure, display UV: de duplicated * ROI: ROI: CTR: click through rate * CVR: conversion rate * ASO: app ranking store optimization * SEO: search engine ranking optimization * SEM: search engine marketing PPP: pay per click advertising CRO: conversion rate optimization WAP: mobile website CP: app developer (content provider) Campaign: The following is the form of purchase: CPT: purchase by time (T value is one day) CPD: purchase by day/download (judging from the price) CPM: cost of 1000 displays (standing on the leading role of the advertisement) eCPM: income from 1000 displays (standing on the media) CPC: pay per click CPI: pay per download is similar to CPD CPA: pay per effect CPS: Pay according to sales CPV: video purchase method
2、 Display forms of mobile advertising 1. Five main forms of hard advertising: banner, plug screen, full screen, focus map and other integral wall videos: paste, pause native: information stream, feeds stream, customization and other rich media: pictures, videos, text (there will be interaction with users)
3、 Summary of iOS promotion channels 1. App Store (ASO bidding ranking, 65% of people download through search) 2. Social networks (WeChat, Weibo, Facebook, Twitter) 3. Commercialized third-party apps 4. NetUnion AdNetwork (Tencent Guangdian, Inmobi, DSP programming) 5. SEM/PPC (Baidu, Sogou Google) 6、 Ditui, prison break
4、 Network ID card of iOS users: IDFA 1. Terminology to be understood: IDFA: Essence IDFV for advertising: Development trademark identifier, app related UDID: Apple launched UUID: globally unique identifier MAC: physical port of wired and wireless network card IMEI: 15 bit string 2. Connection of important terms: two ways, SDK, API callback: the way Party A and Party B check the data. Third party monitoring: Youmeng, TalkingData. Short chain: long websites are compiled into short links, pointing to the same address. Code can be embedded in the short chain to monitor the effect of advertisements. 3 The previous life of IDFA and the present life of iOS5 had nothing to do with each other, and provided the UDID 2012.09 iOS6 release. IDFA was launched in May 2013. Apple banned UDID from finding Apple's vulnerabilities. MAC/OpenUDID 2013.09 iOS7 release disabled MAC/OpenUDID. The overall situation has been determined. IDFA unified format: hexadecimal 32 bits, 8-4-4-4-12 Example: AEBE52E7-03EE-455A-B3C4-E57283966239 setting
5、 Detection process of effect advertising 1. Effect advertising process with intermediaries Media request advertising (users open the App or the corresponding page) ->Advertising platform fills in advertising (real-time fills in the corresponding advertising space with matching advertising materials) ->Users click on advertising (the SDK fills the user data (IDFA, IP, network environment OS version, etc.) back to the server) ->the data recorded by the advertising platform (anti cheating and false removal) ->the advertising platform uploads the IDFA (uploads the correct IDFA to the advertiser or third-party detection platform) ->the advertiser calls back the IDFA (with the newly activated user IDFA After comparison, the data will be returned to the advertising platform) 2. The effect advertising process without intermediaries generates short chains (using third-party tools to generate short chains with different channel labels) ->Distribute short chains (assign short chains to the correct channels) ->Users click advertisements (record the click data (channel number, time, IP, device type OS version, etc.) ->AppStore ->Users download and activate apps (record user data (IDFA, time IP、 Device type, OS version, etc.) ->Data comparison (matching activation and conversion rate of each channel)
6、 Process of programmed purchase 1. Terminology Daquan DSP: demander platform SSP: media platform DMP: data management platform () Ad Exchange: advertising trading center RTB: real-time bidding Non RTB: non real-time bidding PMP: private trading market
7、 English abbreviations of game types ACT: action games A-RPG: action role-playing games AVG: adventure games A-AVG: action adventure games EDU: formative games FLY: simulated flight FPS: first person perspective shooting games FTG: fighting games MIX: synthetic games MMO-RPG: large-scale multiplayer online role-playing games MUD: online games MUG: music games OTH: other games PUZ: educational games RAC: racing games RPG: role-playing games RTS: real-time strategic games SIM: simulation business SLG: strategic chess games SPG: sports games S-RPG: strategic role-playing games SPT: sports games STG: shooting games TAB: board games
