This feature is available only to existing paid customers and is no longer sold to new customers.
In the Media Placement module, you can purchase media resources and use the purchased traffic to place ads. You can also use the Media Backflow feature to send impression and click data to MaxCompute. The audience tag data can then be sent to the User Insights module for precision marketing.
This module includes the following features:
Marketing Scheduling:
View marketing contracts and placement schedules to get an overview of your media placements.
Marketing Promotion:
Marketing Contracts: Purchase media resources for ad placements.
Online Contracts: Create online contracts to purchase media resources.
Offline Contracts: Record media resources purchased offline.
NoteCurrently, only Internet ad channels are supported. Support for other channels is coming soon.
Marketing Placement: Use the media resources in your contracts to place ads. You can enable ad data backflow to send impression and click data using the Media Backflow feature.
Fixed-price Placement: Place ads using media resources at a fixed price.
NoteCurrently, only fixed-price placement is supported. Auction-based placement is coming soon.
Marketing Management: Manage the following three items that are configured during marketing placements.
Ad Campaigns: A collection of ads that share the same marketing theme and budget. This is equivalent to an ad order group.
Ad Orders: Each marketing placement creates an ad order. The order contains the allocated media resources, targeting conditions, and ad creative settings.
Ad creative: The content of an ad displayed on a media device.
Marketing Support:
Material Management: Upload and manage images, videos, and audio materials. Use these materials to create ad content during marketing placements.
Qualification Management: Before placing ads, upload your qualification materials for media approval.
Marketing Report:
Performance Reports: Analyze the performance of your ads after they are placed.
Audience Reports: Analyze audience reach after your ads are placed.
Marketing Resources:
View the purchase and usage status of your media and media placement resources.
Glossary
The following table describes the terms used in the Media Placement module.
Term | Description |
Marketing Scheduling | The schedule for marketing contracts and placements. |
Marketing Contract | A marketing contract is generated after you purchase media resources. It represents a collection of media resources used for ad placements. |
Marketing Placement | Placing ads using the traffic purchased in a marketing contract. |
Fixed-price Placement | Placing ads by purchasing media resources at a fixed price. |
Purchase Type - Fixed Volume | Also known as Programmatic Direct Buy (PDB). A purchase at a fixed price for a fixed volume of traffic. The traffic volume is fixed, and billing is based on the agreed-upon volume and price. |
Purchase Type - Non-fixed Volume | Also known as Preferred Deal (PD). A purchase at a fixed price for a non-fixed volume of traffic. The traffic volume is not fixed, and billing is based on the actual placement volume and price. |
Media | The traffic provider, such as an app or a website. |
Ad Slot | The position where the ad content is displayed. |
Creative Format | Includes launch screen, in-feed, banner, and video patch ads. |
Push Ratio | The ratio of traffic pushed by the media. It controls the proportion of returnable traffic for fixed-volume purchases. If the push ratio exceeds 100%, the excess traffic can be returned. The system automatically handles the return process. |
Ad Campaign | A collection of ads that typically share the same marketing theme and budget. This is equivalent to an ad order group. |
Ad Order | The actual unit for an ad placement. An order belongs to an ad campaign. You can allocate media resources, set targeting conditions, and define ad creatives for an order. |
Ad Creative | Advertisements are content displayed on media devices. |
Frequency | The number of times a single user sees an ad. |
Frequency Capping | Also known as rate limiting. It controls the maximum number of times an ad is shown to the same user within a specified period. |
Frequency Follow-up | For users who have not seen an ad the required number of times, additional placements are made to ensure the total number of impressions reaches the specified range. |
Audience | A collection of end users to whom ads are displayed. When placing an ad, you can specify which groups of people can or cannot see the ad. |
Preferred Order | A high-priority order. |
Basic order | A low-priority order. It only appears for fixed-volume orders to guarantee the fixed-price, fixed-volume purchase mechanism. Any traffic not used by preferred orders goes to backfill orders. |
Media Resource Cost | The cost of purchasing media resources. This cost is deducted from your media resource plan balance. It includes costs for both online and offline contracts. However, the cost for offline contracts is for reference only and is not deducted from the media resource plan balance. Payment for offline contracts is handled separately. |
Media Placement Cost | The cost of placing ads. This cost is deducted from your media placement plan balance. |
Impressions | The number of times an ad is displayed. |
CPM | Cost per mille (thousand) impressions. |
Clicks | The number of times an ad is clicked after being placed. |
Click-through rate (CTR) | Ad CTR = Clicks / Impressions. |
CPC | Cost per click = Media Resource Cost / Clicks. |
Usage notes
Prerequisites:
To use Media Placement, you must first authorize the resource plan and purchase a media resource plan and a media placement plan. For more information, see Media Placement Resource Package Authorization and Purchase.
To send impression and click data using the Media Backflow feature, you must purchase and configure a media backflow resource plan and MaxCompute. For more information, see Media Backflow Overview.
Permissions: This feature is available to organization administrators, space administrators, and media placement analysts.