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DeviceAtlas_多屏幕世界中的广告投放(英文版)25页

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文本描述
CONTENTS
03INTRODUCTION
04 MOBILE ADVERTISING : THE PAYMENT ENGINE FOR APP AND MOBILE WEB ECOSYSTEM
05 6 WAYS TO TARGET A MULTI-DEVICE WORLD
07 EXTENDING TARGETING TO THE DEVICE
11 DEVICE TARGETING IN ADVERTISING PLATFORMS
12 CHANNELS
13 HOW DEVICE INTELLIGENCE IS USED IN ADVERTISING PLATFORMS
14 TECHNOLOGY REQUIREMENTS
15 INTEGRATION POINTS
16 REAL TIME BIDDING
21 CONCLUSION
24 MORE INFORMATION
AD TARGETING IN
A MULTI-SCREEN
WORLD
04 INTRODUCTION
04 MOBILE ADVERTISING : THE PAYMENT
ENGINE FOR APP AND MOBILE WEB ECOSYSTEM
INTRODUCTION
Mobile Advertising : The Payment Engine for App and Mobile Web Ecosystem
Mobile advertising has clearly come of age. As the mobile
ecosystem in general continues to enjoy a meteoric rise, with
over 6 billion subscriptions now active across the globe, mobile
advertising has become, in effect, the de facto monetization
system for mobile apps and mobile web.
eMarketer estimates that global mobile advertising spend was
$68.69 billion in 2015 and is projected to rise to almost $195.55
billion by 20191. Mobile advertising is considered so important
to the business model of Facebook that its fortunes on the stock
market track the market’s belief in its ability to monetize this
channel. Mobile advertising is expected to account for nearly 51%
of total ad spend for 2016 according to eMarketer2.
This paper will describe the mobile advertising ecosystem with a
focus on how companies involved in the Advertising manage the
realities of a multi-device environment. The key players in the
ecosystem will be described along with technical details of how
mobile advertising works and how it might evolve.
6 billion new connected devices set to enter the
market this year alone (IHS).
Nearly half of smartphone owners (46%) and tablet
owners (43%) said they use their devices as second
screens while watching TV every day.(Nielsen)
Gartner predicts that there will be 30 billion
connected devices in use by 2020
1emarketer/Article/Mobile-Ad-Spend-Top-100-Billion-
Worldwide-2016-51-of-Digital-Market/1012299
4。