One, the flow
With the continuous expansion of the media's business email list own traffic, how to monetize this part of the traffic and bring profits to the company is a difficult problem in front of commercial products?
Looking at most of the APPs on the market, the methods of monetization include advertising monetization, value-added services monetization, e-commerce monetization, transaction matching commissions, data monetization, and information service monetization.
For media, "advertising monetization" may be a simple and effective model, and there are no field restrictions. By displaying the advertiser's advertisements on the App to obtain revenue, the revenue is mainly the advertiser's promotion budget.
In this article, we will focus on how the media can monetize their own traffic through advertising.
In advertising monetization, the traffic side is the most distant role from the father of the gold owner, usually the role of Party C or later. Although it is far from the gold owner's father, because it is a traffic provider, it occupies an indispensable seat in the advertising monetization process.
If the media wants to monetize traffic through advertising, the mainstream methods and monetization process mainly include the following three:
1. Traffic hosting and monetization
The media APP connects with the mainstream affiliate advertising/SSP in the market in the form of SDK/API, hosts its own traffic to a third-party platform, uses programmatic advertising, and relies on the third-party platform for traffic realization.
Generally, APPs in the early stage or APPs with relatively small user scale will adopt this method.
The advantage of this method is that it is simple and convenient, the development and operation and maintenance costs are low, and it can generate income immediately; but the disadvantage is that the ecpm price, filling, and advertising quality are uncontrollable.
Therefore, APPs that usually focus on their own brand and user experience are less likely to accept the hosting model.
2. Realization of self-operated advertising platform
Media build their own advertising platforms or purchase saas services provided by advertising technology companies to carry out their own advertising business, and realize traffic realization by developing direct customers, agents and docking with DSP/ADX platforms.
Generally, high-quality media will use this method in order to fully control the initiative of traffic sales in their own hands.
The advantage of this method is that revenue and quality are controllable; the disadvantage is that whether it is sales, operations, or product technology development, there is a huge cost and time cycle, which is time-consuming, labor-intensive, and high-risk.