多屏幕世界中的广告投放（英文版）-25页.pdfVIP

AD TARGETING IN A MULTI-SCREEN WORLD LEVERAGING DEVICE DIVERSITY TO UNLOCK THE MULTI-SCREEN ADVERTISING OPPORTUNITY CONTENTS 03 INTRODUCTION 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% 2 of total ad spend for 2016 according to eMarketer . 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). • Near