This feature is available only to paid customers and is no longer offered to new customers.
You can use media resources from your contracts to run ad placements. You can also use the Media Backflow feature to collect impression and click data. This data can be used for later analysis and audience filtering for precision marketing.
Prerequisites
You have created a marketing contract and purchased media resources. For more information, see Marketing Contracts.
For Quick Audience V4.0.0 and later, to run audience-targeted placements, you must first push audiences from the User Insights module to Media Placement. For more information, see Push audiences to internal modules.
To use the Media Backflow feature to collect impression and click data, you must first authorize and purchase a resource plan, and then configure the Media Backflow resource plan and MaxCompute. For more information, see Media Backflow Overview.
Priced placement
Priced placement lets you use media resources to run ad placements at a fixed price.
Procedure:
Go to Media Placement > Your Workspace > Marketing Promotion > Marketing Placement to open the configuration page.
On the Channel settings page, configure the following information and click Next.
The Channel settings page lets you specify the media resources from an existing marketing contract for this placement.
Promotion Channel: Only Internet Ads is supported.
Placement Type: Only Priced Placement is supported.
Purchase Type:
Fixed Volume: Programmatic Direct Buy (PDB), a fixed-price, fixed-volume model.
Non-fixed Volume: Preferred Deal (PD), a fixed-price, non-fixed-volume model.
Select Contract: Based on the selected purchase type, select a marketing contract that is active and has been successfully reserved.
You can also click Create Contract to create a new marketing contract.
Select Media and Ad Slots: After you select a contract, the media and ad slots in the contract are displayed. Select the media and ad slots for the placement. By default, all media are selected.
On the Campaign settings page, configure the following information and click Next.
On the Campaign settings page, you assign this marketing placement to an ad campaign, which is a collection of ads that share the same marketing subject and budget.
Select Existing Campaign: Select an existing ad campaign for the order. The rate limiting and follow-up frequency control settings for the selected campaign are displayed below.
Create Ad Campaign: Create a new ad campaign and configure the following information:
Rate Limiting Requirements:
Rate limiting controls the maximum number of times an ad is shown to the same user within a specified period.
The default option is Unlimited. This means no rate limiting requirements are set for the campaign or its ad orders.
By Campaign: Set rate limiting requirements in the campaign. All ad orders in this campaign use these requirements. Set the frequency and period. This defines the maximum number of times an ad is shown to the same user within the specified period.
By Order: Set rate limiting requirements for each order in the campaign individually. You will configure this on the Order settings page in the next step.
Follow-up Frequency Control:
Follow-up frequency control runs additional placements for users who have not reached the required number of total ad impressions to ensure that the total number of impressions falls within a specified range.
The default option is Disable. This means follow-up frequency control is not used for the campaign or its ad orders.
By Campaign: Set the follow-up frequency range in the campaign. All ad orders in this campaign use this range. Set the follow-up frequency range. Additional placements are run until the total number of impressions for the same user reaches this range.
By Order: Set the follow-up frequency range for each order in the campaign individually. You will configure this on the Order settings page in the next step.
On the Order settings page, configure the following information and click Next.
On the Order settings page, you specify the targeting conditions, order priority, and other details for this marketing placement.
If you selected a fixed volume purchase type:
For priced placement contracts with a fixed volume, two order types are supported: preferred orders and remnant orders. Preferred orders have a higher priority than remnant orders. Traffic from the same media under the same marketing contract is allocated to preferred orders first. Any remaining traffic is allocated to remnant orders. Remnant orders do not have any targeting conditions and are not subject to rate limiting requirements.
Select an order type:
If you select Preferred Order, configure the settings as shown in the following figure:
Region Targeting: Set the ad to be shown in specific regions or excluded from specific regions.
Network Targeting: Target audiences on specific networks. You can select multiple networks.
Platform Targeting: Target audiences on specific platforms.
Audience Targeting: Target or exclude specific audiences. You can select multiple audiences from the User Insights module.
The supported audience ID types and corresponding encryption types (if you have encrypted the IDs) include the following:
IMEI: Plaintext, MD5, SHA1.
IDFA: Plaintext, MD5, SHA1.
MAC address: Plaintext, MD5, SHA1.
OAID: Plaintext, MD5.
Order Priority: Controls the priority of multiple preferred orders for traffic from the same media under the same marketing contract. A higher value indicates a higher priority, and the ad will be placed earlier.
Rate Limiting:
The setting displayed here depends on the rate limiting requirements of the campaign to which the current order belongs:
If the campaign's rate limiting requirement is Unlimited, Unlimited is displayed.
If the campaign's rate limiting requirement is By Campaign, the rate limiting information set for the campaign is displayed.
If the campaign's rate limiting requirement is By Order, you can define the rate limiting requirements. For more information about the settings, see Ad Campaigns.
Follow-up Frequency Control:
The setting displayed here depends on the follow-up frequency control settings of the campaign to which the current order belongs:
If follow-up frequency control for the campaign is disabled, No follow-up is displayed and cannot be changed.
If follow-up frequency control for the campaign is set to By Campaign, you can enable follow-up frequency control. The follow-up frequency range set for the campaign is used automatically.
If follow-up frequency control for the campaign is set to By Order, you can enable follow-up frequency control. You can define the follow-up frequency range. For more information about the settings, see Ad Campaigns.
Placement Period:
Set the start and end times for the order. You can choose to set it automatically or manually:
Automatic: The placement period is set from the earliest available start time to the latest available end time of the selected ad slot.
Manual: You must set a fixed time range within the earliest available start time and the latest available end time of the selected ad slot.
Order Name: A name is generated by the system by default. You can change it.
If you select Remnant Order, configure the settings as shown in the following figure:
Order Name: A name is generated by the system by default. You can change it.
If you selected a non-fixed volume purchase type:
Non-fixed volume contracts do not have a guaranteed volume mechanism and are settled based on actual consumption. Therefore, the remnant order type is not available, and all orders are preferred orders. Configure the settings as shown in the following figure:
Region Targeting: Set the ad to be shown in specific regions or excluded from specific regions.
Network Targeting: Target audiences on specific networks. You can select multiple networks.
Platform Targeting: Target audiences on specific platforms.
Audience Targeting: Target or exclude specific audiences. You can select multiple audiences from the User Insights module.
The supported audience ID types and corresponding encryption types (if you have encrypted the IDs) include the following:
IMEI: Plaintext, MD5, SHA1.
IDFA: Plaintext, MD5, SHA1.
MAC address: Plaintext, MD5, SHA1.
OAID: Plaintext, MD5.
Order Priority: Controls the priority of multiple preferred orders for traffic from the same media under the same marketing contract. A higher value indicates a higher priority, and the ad will be placed earlier.
Rate Limiting:
The setting displayed here depends on the rate limiting requirements of the campaign to which the current order belongs:
If the activity frequency is unlimited, the value is Unlimited.
If the campaign's rate limiting requirement is By Campaign, the rate limiting information set for the campaign is displayed.
If the campaign's rate limiting requirement is By Order, you can define the rate limiting requirements. For more information about the settings, see Ad Campaigns.
Follow-up Frequency Control:
The setting displayed here depends on the follow-up frequency control settings of the campaign to which the current order belongs:
If follow-up frequency control for the campaign is disabled, No follow-up is displayed and cannot be changed.
If follow-up frequency control for the campaign is set to By Campaign, you can enable follow-up frequency control. The follow-up frequency range set for the campaign is used automatically.
If follow-up frequency control for the campaign is set to By Order, you can enable follow-up frequency control. You can define the follow-up frequency range. For more information about the settings, see Ad Campaigns.
Placement Period:
Set the start and end times for the order. You can choose to set it automatically or manually:
Automatic: The placement period is set from the earliest available start time to the latest available end time of the selected ad slot.
Manual: You must set a fixed time range within the earliest available start time and the latest available end time of the selected ad slot.
Budget Control: Unlimited by default. You can set both a total budget and a daily budget. The total budget must be greater than the daily budget.
Pacing:
Standard Pacing: The budget is distributed at an hourly level to ensure even consumption.
Accelerated Pacing: The budget is consumed as quickly as possible by showing the ad whenever targeting conditions are met.
Order Name: A name is generated by the system by default. You can change it.
On the Creative settings page, configure the following information.
On the Creative settings page, you specify the content that is displayed to the end user for this marketing placement.
NoteCreatives are reviewed by the media that owns the ad slot. Creatives can be delivered to users only after they are approved.
Set the creatives for each ad slot, as shown in the following figure.
If this order includes multiple ad slots, click the different tabs to switch between ad slots and configure their creatives.
You can set up to five creatives for one ad slot. Click Add Creative to add a creative. You can also remove creatives after you add them.
To set a creative:
Select Existing Creative: Click Select Existing Creative in the upper-right corner. In the window that appears, select an existing creative to reuse it, as shown in the following figure.
If you do not select an existing creative, configure a new creative:
Creative Name: A name is generated by the system by default. You can change it.
Upload an asset, or select an existing asset.
Title
Description
Promotion Link: The landing page URL where users are directed after clicking the ad. This is required. Click Apply to All Creatives to apply this link to all creatives under the current ad slot. Click Apply to All Ad Slots to apply this link to all creatives in all ad slots.
Impression Tracking URL: Optional. You can add up to three URLs.
Click Tracking URL: Optional. You can add up to three URLs.
Select whether to enable Ad Data Backflow.
If you enable this feature, the ad's impression and click data are collected. For more information, see Media Placement Data.
Specify the sequence for each ad slot. The sequence defines the number of times and the order in which a creative is shown to a single user.
Select Disable or Enable for the sequence settings.
For each sequence step, select the creative to display and set the display frequency. You can click Add Sequence Step to add more steps, up to a maximum of five. The total display frequency for all creatives must not exceed the order's rate limit, which is displayed above the sequence list. If there are multiple sequence steps, you can click Delete to remove them.
Click Create Order to complete the marketing placement.
What to do next
You can manage the following items that are generated during the marketing placement process:
The ad campaigns configured on the Campaign settings page can be managed in Ad Campaigns.
The ad creatives configured on the Creative settings page can be managed in Ad Creation.
After you complete the marketing placement process, an ad order is generated. You can manage it in Ad Orders.
If ad data backflow is enabled for the ad order, the related impression and click data are automatically sent to the MaxCompute project configured for Media Backflow. You can view the backflow status in Media Placement Data.