According to the following advertising revenue formula (ad revenue=eCPM*exposure PV/1000), it is clear that there are two factors directly related to Fax List advertising revenue: eCPM and exposure PV, exposure PV is the traffic that our APP can provide for advertising monetization . So, we mainly discuss eCPM here. The fluctuation factors of eCPM are complex, including external factors and internal factors, such as: In the actual operation process, product attributes and user attributes cannot be changed or quickly changed in a short period of time, and the design and style optimization of advertising spaces have nothing to do with the theme of this article.
The market and seasonal effects of external factors are the same for all media, so These contents are not expanded here. In fact, the resources and capabilities of the advertising provider platform can be analyzed in the same dimension as the advertising Fax List platform selection of internal factors, and the delivery strategy is the core discussion point of this article. There are many advertising platforms on the market, some are alliances, such as Tangent's Youlianghui, Tostito's Pangolin, etc. There are also many agency companies and direct customers. The average eCPM of each channel is different, and some even vary greatly. , which is related to the business resource capability and technical capability of the channel.
Then when we allocate traffic, it is natural to think that we should allocate traffic to channels with higher eCPM first. There is a priority here. Whichever channel has a higher eCPM will give priority to displaying the advertisements of this channel. Therefore, operators need to keep an eye on the data and make adjustments in a timely manner. Just mentioned that when the advertisement display fails, the advertisement of the Fax List secondary eCPM channel is displayed. So, when does an ad fail to show up? The process of ad display is: request-request return success-exposure. The success rate of the process of "request return success - exposure" is the impression rate, which is related to the time-consuming limitation of the media.