????In-app Bidding

Chengsoul

??Google???????????Bidding???Applovin Max?Chartboost Helium????????????Google Bidding????????????Google Bidding??????????Bidding??????Waterfall?????????????????????????????????????

?????Waterfall??????????Bidding?????????????Waterfall????????

??????????Bidding????????????????Bidding????

Bidding?????

??????????????????????

Bidding????????????

1.Network?Bidding????????

2.?????Bidding??????

Network?Bidding???????

??????in-app bidding????????????????????�???�?????????????????????????????????????

??????????????????????????????

??????????

• ??????????????????????
• ???????????????
• ???????
  

????????OpenRTB????????

?ORTB Request/Response and Supported Ad Formats ??

OpenRTB protocol v2.5

???

https://www.iab.com/wp-content/uploads/2016/03/OpenRTB-API-Specification-Version-2-5-FINAL.pdf?fbclid=IwAR2_Q65g0z4wKs3hh1tSi_vmC9Ye0OkxRrgbBx5S94ZxjGl7HHfsTIs08-c

S2S?C2S?????????

Network?in-app bidding??????S2S?C2S???????S2S??????????

S2S

??????????????????

???S2S?????????????????token?????????????network???????????

????????????????????????network???????network?????????????????????????

???Facebook Server-to-Server Integration Architecture?

C2S

??????????????????????????????????????????C2S????????????????SDK???????????????????????

?????Mintegral ???????????

??????????????????????????????????????????????????????????????

?????Bidding?????

???????????network?????????????????????????????????????

?????????????????

• ??in-house?????????????
• ?????????????????
• ???????????
  

????????????????????????????????????????????????????

?????????????

??????????????network??bidding???????????????????????????bidding???????????bidding?network??????????????waterfall????????

????network bidding?????

???????????????network???????????network????????????????????????bidding????ironSource?Applovin??????????bidding???

?OPMETA????????????

???????????

????

????????????�?????�?????????????????????????????bidding????????????????

????????????????????????????????????????????????????????????????????????

???????????????

• ???????????????????????????????????????????????????
• ?????????????????????????????????????
  

???????????????????????????????????????????C2S bidding?????network?

??????waterfall????

??bidding????????????????network????bidding?????????????????network???bidding??????????network?????????????????????????????

??bidding?waterfall????????????????????waterfall????????????????????????

Bidding?????

????

????????????????bidding??????waterfall????????????????????????????????????

Bid Requests???????

??????????????????????????????????????????????????

???????????????????????????????????????????

Bids in auction???????

?????????bid responses????????????????????????????????????????????

Bid Rate???????

?????=??????/?????*100%

???????????????????????????????bidding????????????????bidding?????????100%?

Win ?????

????????????????????

Win Rate?????

???= ??????/??????*100%

Estimated Revenue??????

Estimated Revenue=SUM(win price)/1000

Estimated eCPM???eCPM?

Estimated eCPM=(Estimated Revenue/ Impressions) * 1000

??????????????????????????????????????

????Bidding???????????????�???+???+??�????????????????????????????

?????????????????????bidding??????????????????bidding??bidding???????????

????????????bidding?????????????????????bidding??????????????????????????????????????????????????

????????????Facebook?Admob??????????????????????????????????????????

?????????

?2019??????????????????????????????bidding???????????????waterfall?????????????

?????????bidding??????????????????

???????eCPM?????????

?????

?????????bidding????????????????????????????????????????????????Facebook???????bidding????????????Facebook???????????????????Facebook bidding????????????????

??????????????bidding????????????????bidding?????????????????????????????????????bidding???????????bidding??????????network???????????????????????????????????????????????????????

??????????bidding??????????????????????????????????????????Facebook bidding??????????????????

???bidding???????bidding???????????????????????benchmark???????????bidding?????????????????benchmark?????????bidding????????????????????????

?/SnowLabo Fukka?
???OPMETA?????
???https://mp.weixin.qq.com/s/rVZq8iQ0n63VAc9wT9BF3A