about the author
@毛毛
Product manager
Combines beauty and talent.
In-depth understanding of AI and rich experience.
01 Preface
I have a friend named Harry, who broke into the advertising circle with enthusiasm and determined to become a great product manager who changed the advertising circle. Recently, he received his first task from his boss, to build an advertising monitoring platform from scratch. The first step to become a great product manager is to begin. After the ideal world is full, he is faced with a challenge to the advertising industry. Unknown reality. Harry didn’t go to read the book and check the information. He ran to me crying the first time. With a serious and responsible attitude, I decided to help him sort out the advertisement. Everyone in this circle (all platforms) is there. What are you busy with (key tasks), and the fine-grained logic you need to understand for advertising monitoring platforms.
02 This thing in the advertising circle
In advertising, the heartbreaking famous saying of John Wanamaker, the father of the department store, has been circulating: "Half of my investment in advertising is useless, but the problem is I don't know which half." The uncertainty of the delivery effect has always been a pain point for advertisers. In the past, we bought ads, mostly after targeting the advertising space, and then paid for delivery according to the time period. This basically belongs to the state of the wide network, whether it is the "right TA" "They all hooked up first, and then found that most of them were not the TA we needed. In the end, we could only feel sorry for the money that was given out. At this time, the super powerful technology has brought a new ecology-programmatic advertising, which through technical means allows us to selectively place ads to people who want to see it. And programmatic trading and management of the entire advertising delivery link.
Harry looked confused, what is programmatic advertising
Programmatic advertising is a statement of digital advertising transaction management currently adopted. It is an advertising delivery that advertisers use digital platforms to automatically complete the purchase and delivery of display ads from the perspective of audience matching through the digital platform, and provide real-time feedback and analysis of advertising. Way, the core is automated digital advertising management.
For advertisers, before each traffic purchase, they needed to contact various channels for price negotiation, scheduling, and then launch. In the programmatic advertising environment, directly joining the advertising market can purchase a large number of media websites and Mobile application resources, and support cross-media, cross-terminal delivery, and effect tracking.
For the media, make full use of traffic stratification, based on the attributes of the crowd and interest tags, and give different prices for different traffic, so as to improve the efficiency of traffic realization.
Harry asked, what about the trading model?
Don't worry, before talking about the trading model, let's first understand the RTB trading market. RTB refers to real-time bidding. Real-time bidding includes public bidding and private bidding.
Through the RTB trading market, advertisers can freely choose the target group they want to bid for. By accessing the RTB trading market, the media can obtain more advertising buyers and monetize traffic. The act of buying media traffic by real-time bidding in the open trading market is called open bidding. In order to protect their own media environment, some media are unwilling to enter the publicly traded market and only invite some advertisers to bid for purchases. This type of trading behavior is called private bidding. Regardless of whether it is a public auction or a private auction, the RTB bidding rules are followed
"The highest price will be paid, the next highest price will be settled" means that during the actual bidding process, the advertisers who rank first in the bid will display advertisements, and the second-ranked competitive price will be settled by +1 point.
In addition to RTB real-time bidding transactions, there is another direct transaction method, which means that buyers and sellers directly conduct one-to-one transactions at negotiated prices. Most brand advertisers will use this advertising transaction model.
Usually, the price of direct transaction will be higher than the price of RTB real-time bidding, and the priority of the media for traffic distribution will also be higher than that of RTB real-time bidding.
Harry continued to ask, how is it billed?
In advertising transactions, there are the following types of billing.
The main commonly used settlement methods are CPM and CPC, and some high-volume media such as Apple App Store supports CPA, CPS, and CPD.
Advertisers’ attention to performance indicators
exposure:
The total number of times the ad was displayed in the specified period
Click:
Clicks on advertising content
Click rate:
Clicks/Impressions
Number of unique visitors:
The number of people visiting the page over a period of time
Number of unique visits:
The number of visits to the page over a period of time.
The number of visits to the App is generally cut to the background for more than 30 seconds and then returned will be recorded as a new visit
frequency:
Advertising usually has frequency restrictions. For example, in the same wave of activities, each user's advertising exposure does not exceed 3 times.
Bounce Rate:
Percentage of visits that left after browsing the entrance to total visits
Customer unit price (CPL):
Get the price of a potential customer
Conversion rate (CVR):
Ad conversions as a percentage of ad clicks
Return on investment (ROI):
The value recovered by advertisers through advertising accounts for the percentage of investment consumption during the period
Advertising visibility:
Material category:
50% pixels of the image are displayed for more than 1s, 50% of the video pixels are displayed for more than 2s;
30% of the pixels of the larger image are displayed for more than 1s.
TA concentration:
This indicator represents the target user reach rate, the target audience's proportion of the total audience.
Arrival rate:
The percentage of the target audience who saw the advertisement more than once in a specified period.
Interaction rate:
Refers to the interactive behavior that occurs between the user's interest in the advertisement and the final conversion.
The proportion of users who generated behaviors in total visits.
03 Advertising data platform
After understanding the basics of the advertising circle, we should also talk about some platforms that advertisers have to know. It includes the programmatic management and operations that participants in different roles have completed on different platforms in the entire delivery link. Please take a look at the picture of a straight daughter who was rejected by Harry as ugly.
From the perspective of the two ends of advertising, one side is the advertiser-traffic buyer, and the other is the media website or App-traffic seller. The rest can be roughly classified into three categories. One is a platform that serves advertisers, including DSP demand-side platforms, data monitoring and analysis platforms, advertising verification platforms, creative service platforms, and DMP data management platforms; the other is media traffic channels Service ADX advertising trading platform, SSP supplier platform; as well as data service or transaction platform, which is a platform for third parties to provide market analysis or data services.
DSP demand side platform
DSP is a platform for advertisers or advertising agencies to conduct real-time bidding and is a service platform for advertisers. Advertisers can use the DSP platform to set their desired audience targets, placement areas, and how much they are willing to pay for the exposure of these audiences. The completion of ad placement is for the party who purchases the ad.
The core needs to have two capabilities, one is the powerful basic ability of RTB real-time bidding, and the other is the ability to target users. It is mainly from the ADX advertising trading platform to obtain advertising exposure opportunities through real-time bidding. DSP purchases each exposure through the ADX platform, and uses the CPM billing method to obtain advertising space.
Representative platforms are: Shun Fei-BiddingX, Google-DoubleClick, Pinyou Interactive, 360 Dianqing, etc.
SSP supplier platform & ADX advertising trading platform
SSP is used to connect media channels, aggregate various media channels, and then connect to the ADX advertising trading platform. At present, the functions of the SSP and ADX platforms are highly consistent and can be collectively referred to as advertising trading platforms.
At present, large-scale media channels will build private advertising trading platforms, such as Sina AdX, Guangdiantong AdX, Sohu AdX, Giant Engine, iQiyi AdX, NetEase AdX...
Well, this picture is much better. Between advertisers and media, the core demands of advertisers can be collected through the DSP demand-side platform, and the media advertising spaces of various channels can be collected through the SSP media supply platform. Carry out resource docking and bidding auctions for advertising spaces. The advertising network shown in the figure is a relatively traditional advertising procurement method, which is a closed online advertising market. The platform party is used as an intermediate link to purchase the remaining media advertising space. When reselling to advertisers, it is easy to generate premium behavior in the transaction process.
DMP data management platform
The DMP data management platform integrates scattered multi-party data into a unified technology platform, and standardizes and subdivides the data. Similar to the website analysis tool, it can collect data from a third party for data purchase, dock the data of off-site advertising channels, and then push the segmented data to the marketing platform. Support the establishment of user portraits and user labeling systems through the release data, and conduct crowd label management and re-launch. Representatives include Ali-Damo Disk DMP, Tencent-Guangdiantong DMP, Percentage...
Data sources include advertiser's own data, such as website or App monitoring traffic data, CRM system data, transaction data; purchased service provider data; access third-party data service platform data, channel party data.
Market analysis/data service platform
Extensively collect market, vertical, and user data, and process the data based on the logic and needs of the platform itself, so that the data can be directly or indirectly realized. In terms of business model, the realization of this data product belongs to the procurement of "raw materials" for "finishing" and then "sale". Raw materials need to be purchased with money, processing requires their own data processing capabilities, and sales require their own business/operation team.
Platforms with large-scale traffic will not sell data. Only those products that have data but do not have their own flow have strong motivation for data processing and realization.
Purchasing third-party data is currently one of the more reasonable data acquisition methods. In a mobile environment, DSP obtains application installation lists and other information through purchase from applications or SDKs with a large user coverage, which is of great significance for advertising. DSP makes more decisions in the background and knows less about the terminal situation. Through the market analysis/data service platform, it can provide powerful data references for decision-making.
Representatives include AppGrowing, App Annie, Youmeng Compass, iResearch Index, Analysys Qianfan...
Advertising monitoring platform
During the advertising process, advertisers usually choose a third-party advertising monitoring platform to simultaneously monitor the advertising data to evaluate the advertising effectiveness of the advertising platform. It is mainly used to measure whether the advertising impressions, clicks, audience attributes, etc. delivered are consistent with the third-party monitoring report.
Representative third-party advertising monitoring platforms include:
Brand monitoring:
Miaozhen system, AdMaster, iResearch, Guoshuang, DCCI, AdRating.
App data monitoring:
Talking Data, Youmeng+, Reyun, Growing IO.
Foreign monitoring platform:
Google Analytics, Adjust, AppsFlyer, Nielsen, Adobe omniture.
04 Advertising monitoring platform
Finally arrived at Harry’s most concerned module, the introduction of the advertising monitoring platform~
Advertising monitoring is mainly to monitor the data changes brought about by advertising, to measure the effect of advertising, and to provide data support for the refined operation of websites/Apps/mini programs. It involves channel effect tracking, data attribution, anti-cheating, etc.
The advertising monitoring operation process can be roughly divided into:
The first step: the platform generates a monitoring link;
Step 2: Use links for advertising;
Step 3: Confirm the data to be traced and the attribution method;
Step 4: Test the data return situation;
Step 5: Analyze the delivery data.
The main function structure is as follows:
Create tracking link-four distinctions
The realization principle of tracking link-users are dynamically divided by promotion structure parameters, the parameters of the four areas are added to the tracking URL tag, and users are placed and managed in layers.
Attribution model
Device number attribution: Attribution is based on the device number, the IDFA of the device under the iOS system, the IMEI and Android ID of the Android device. This matching attribution method is more accurate. After the user downloads and activates the App, the principle is to match the acquired device number with the device number monitored by the advertising monitoring platform to evaluate the delivery effect.
Channel number attribution: The principle is to write the channel number identification into the APK installation package, and then distribute it to a channel. After the user completes the activation, the channel number identification can be obtained through the installation package for matching.
IP+UA attribution:
Association matching is performed through information such as the IP, operating system, version number, and mobile phone number when the user clicks on the advertisement. It is mainly used when accurate information such as the user's device number and channel number cannot be obtained, because multiple users in the same network environment When the same IP is used, or the mobile phone models of multiple users are the same, it is difficult to perform accurate attribution.
Attribution method
First click attribution:
During the lookback period, the credit for the first touch point conversion is allocated 100%, and the remaining touch points are allocated 0%
Last click attribution:
During the lookback period, 100% of the credit for the last touch point conversion is allocated, and 0% for the remaining touch points
Linear attribution:
During the retrospective period, one conversion is evenly distributed by each electric shock. For example, if a user touches 5 contacts in one conversion, then 5 contacts are allocated 20%.
Location-based attribution:
During the lookback period, users allocate 40% for the first time, 40% for the last time, and 20% for the remaining middle positions.
Attribution of Time Decline:
During the retrospective period, the closer the touchpoint is to the transformation, the more the logic that has the greater influence on the transformation, the credit for the touchpoint transformation will be allocated.
Attribution lookback window
Match validity period:
The duration of an ad click and an installation start experience;
No more attribution beyond the preset duration.
Short-term release:
The delivery cycle is 1 day, and the lookback cycle can be adjusted to 1 day.
Long-term delivery/multiple event interactive delivery:
The cycle is longer, the lead cycle is longer, and the backtracking cycle can be adjusted to be consistent with the activity.
Data sorting
Click Validity Period: During the set validity period, multiple clicks on the same device will be recorded as one click device, and beyond the validity period will be recorded as a new click device. This rule is used to sort the number of click devices.
Validity period of activation: Within the validity period of the setting, multiple activations of the same device are counted as one activation, and those that exceed the validity period are counted as the new activated device.
After working hard to sort out Harry’s blind spots, Harry blinked his eyes contentedly, and I asked "When, please eat?" Harry turned around, "I'm going to come up with the plan first~
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