This document is drafted in accordance with the provisions of GB/T 1.1-2020 "Guidelines for standardization work Part 1: Structure and drafting rules of standardization documents".
Please note that some of the contents of this document may involve patents. The issuing organization of this document does not assume the responsibility of identifying patents This document is proposed and attributed by the National Technical Committee for Standardization of Information Technology (SAC/TC28).
1 Scope
This document gives the general framework of mobile marketing, specifies the requirements of mobile marketing process, mobile marketing protocol, mobile marketing effectiveness monitoring and mobile marketing data governance, and describes the test methods.
This document applies to the mobile marketing service process. It provides technical guidance for each participant in the process of mobile marketing services, such as mobile marketing-related advertising trading platforms, supply-side platforms and demand-side platforms.
2 normative reference documents
The contents of the following documents constitute the essential provisions of this document through the normative references in the text. Among them, note the date of the reference document, only the date of the corresponding version applicable to this document; do not note the date of the reference document, its latest version (including all the revision of the list) applicable to this document.
GB/T 34941-2017 Information technology services digital marketing services programmed marketing technical requirements
GB/T 34960.5-2018 Information technology service governance part 5 data governance specifications
GB/T 36344-2018 Information technology data quality evaluation indicators
3 Terminology and definitions
The following terms and definitions apply to this document
4 Abbreviations
The following abbreviations are applicable to this document
5 General framework
The overall framework of mobile marketing is given in Figure 1. The overall framework of mobile marketing consists of four parts: mobile marketing process and protocol, mobile marketing effectiveness monitoring and mobile marketing data governance, which are described below.
a) Mobile marketing process: Mobile marketing process is a process method for ADX to provide marketing products or services to mobile end-users. The main participants in the mobile marketing process are SSP, ADX and DSP, and the main processes include real-time bidding process preference flow and programmatic direct investment process.
6 mobile marketing protocols: mobile marketing protocols are used to define the syntax, semantics and timing of the mobile marketing process should be jointly observed by all parties involved, to ensure that mobile marketing parties involved in mutual recognition and dialogue, different mobile marketing processes to implement different mobile marketing protocols, involving mobile marketing protocols mainly include real-time bidding agreements, preference agreements and programmatic direct investment agreements. Mobile marketing effectiveness monitoring: including ad display behavior monitoring, ad click behavior monitoring and landing page monitoring and analysis, DSPc) and SSP through the monitoring and analysis of advertising behavior to clarify the marketing effect and guide marketing behavior. Mobile marketing data governance: governance of personalized data, advertising content data and advertising metrics data, including data classificationd and standards, data quality, data security and privacy protection, etc.
6 Mobile marketing process
6.1 Real-time bidding process
The following technical requirements should be met in the real-time bidding process
a) ADX provides effective access to users of each link.
b) Have the mechanism and method to trigger bidding.
c) Meet the functional requirements, engine requirements and algorithm optimization services of the demand side.
d) Provide bid initiation services, bid monitoring services and material management services
The real-time bidding process is shown in A1 of Appendix A.
6.2 Preferred Process
Preferred process by a single demand-side participation, the demand-side can not only according to their own wishes to choose the traffic, but also to avoid the complex bidding process in the preferred process should meet the following technical requirements.
a) ADX provides effective access to each link user.
b) Have a request and response mechanism for advertising content.
c) have a communication mechanism between the supply and demand side and a protocol for information transfer
See A.2 for the preferred process
6.3 Programmatic direct investment process
7 Mobile marketing protocols
7.1 Real-time bidding protocols
Real-time bidding protocols define the transmission specifications that should be followed to complete the marketing process in RTB mode. Specific bidding protocols should be implemented in accordance with Chapter 5 of GB/T 34941-2017.
7.2 Preferred Protocol
The preference protocol defines the transmission specification that should be followed to complete the marketing over in the PD mode. The specific bidding protocol should be implemented in accordance with Chapter 5 of GB/T 34941-2017.
7.3 Programmatic direct bidding protocol
The programmed direct bidding protocol defines the transmission specifications that should be followed to complete the marketing process in the PDB mode. This protocol is based on the real-time bidding protocol and is customized for the programmatic direct selling scenario.
A PDB request should encapsulate the request data in a competitive request format. The request object includes the display object, and the parameters related to the programmatic direct marketing campaign in the display object are defined in the direct marketing transaction object under the private marketplace object. The structure of the programmatic direct marketing protocol is shown in Figure 2.
8 Mobile Marketing Effectiveness Monitoring
8.1 Monitoring Framework
Mobile marketing effectiveness monitoring covers three phases of ad behavior: display, click, and landing, and measures the effectiveness of mobile marketing by assessing the degree to which demand is met at each phase. The monitoring framework of the monitoring platform is shown in Figure 3, and the responsibilities of each module in the framework should include.
a) Advertising module: APP browser or client to collect advertising behavior data and report the data to the monitoring platform through the monitoring code interface.
6) Monitoring platform: receive the data of advertising behavior reported by each channel, and clean, analyze and mine the data to generate monitoring results.
Monitoring terminal: get the data of advertising monitoring results from the monitoring platform, and display C in a graphical way.
8.4 Landing page monitoring and analysis
Landing page monitoring and analysis shall meet the following requirements.
The landing page collects data of advertising behavior, and the measurement system analyzes and mines the collected data and generates measurement reports; a) the data sources of landing page monitoring and analysis include but are not limited to advertising click data, advertising display data and system report data; b) according to different industries and different users, the indicators of monitoring and analysis can be adjusted appropriately, including but not limited to advertising placement c) content, placement time period, click volume, visit volume, click rate, return rate and conversion rate.
The methods of monitoring and analysis include, but are not limited to, expert judgment, advertising system management and data mining: d)
Through monitoring and analysis can provide the corresponding monitoring and analysis report the report has a certain guidance and reference significance to the advertising: e) f) can be through CPM, CPC, CPA and CPT and other key performance indicators to monitor the effectiveness of mobile marketing analysis.
9 Mobile marketing data governance
9.1 Data classification and criteria
Mobile marketing data is flowing on multiple SSPs, DSPs and ADXs, common data standards should be developed including not limited to data classification, data metrics, data parameters, data formats and coding rules to ensure consistency in the data application process. The following requirements should be met.
10 Test Methods
10.1 Test environment deployment
Figure 4 gives the topology of the system in the test environment
10.2 Test conditions
The test environment, tools, configuration and operation methods are clearly defined, test cases are designed for each test, and the criteria for passing each test case are provided.
10.3 Test steps
10.3.1 Mobile marketing process and protocol technology testing
10.3.1.1 Real-time bidding technology testing
Real-time bidding technology testing steps are as follows.
a) In accordance with Figure 4, do a good job of technical interface between systems, through the system to provide functional interface, check whether the technical requirements specified in 6.1.
The ADX system simulates sending advertisement request to the DSP system, and the DSP system verifies whether it can receive the content of the advertisement request as agreed in the agreement, and checks whether it meets the agreement requirements stipulated in 7.1.
Simulation by the ADX system to send a large number of advertising requests to the DSP system to verify that the DSP system responds in a timely manner to feedback advertising bidding information C) to check whether it meets the technical requirements specified in 6.1.
Foreword 1 Scope 2 normative reference documents 3 Terminology and definitions 4 Abbreviations 5 General framework 6 Mobile marketing process 7 Mobile marketing protocols 8 Mobile Marketing Effectiveness Monitoring 9 Mobile marketing data governance 10 Test Methods
Foreword
This document is drafted in accordance with the provisions of GB/T 1.1-2020 "Guidelines for standardization work Part 1: Structure and drafting rules of standardization documents".
Please note that some of the contents of this document may involve patents. The issuing organization of this document does not assume the responsibility of identifying patents This document is proposed and attributed by the National Technical Committee for Standardization of Information Technology (SAC/TC28).
1 Scope
This document gives the general framework of mobile marketing, specifies the requirements of mobile marketing process, mobile marketing protocol, mobile marketing effectiveness monitoring and mobile marketing data governance, and describes the test methods.
This document applies to the mobile marketing service process. It provides technical guidance for each participant in the process of mobile marketing services, such as mobile marketing-related advertising trading platforms, supply-side platforms and demand-side platforms.
2 normative reference documents
The contents of the following documents constitute the essential provisions of this document through the normative references in the text. Among them, note the date of the reference document, only the date of the corresponding version applicable to this document; do not note the date of the reference document, its latest version (including all the revision of the list) applicable to this document.
GB/T 34941-2017 Information technology services digital marketing services programmed marketing technical requirements
GB/T 34960.5-2018 Information technology service governance part 5 data governance specifications
GB/T 36344-2018 Information technology data quality evaluation indicators
3 Terminology and definitions
The following terms and definitions apply to this document
4 Abbreviations
The following abbreviations are applicable to this document
5 General framework
The overall framework of mobile marketing is given in Figure 1. The overall framework of mobile marketing consists of four parts: mobile marketing process and protocol, mobile marketing effectiveness monitoring and mobile marketing data governance, which are described below.
a) Mobile marketing process: Mobile marketing process is a process method for ADX to provide marketing products or services to mobile end-users. The main participants in the mobile marketing process are SSP, ADX and DSP, and the main processes include real-time bidding process preference flow and programmatic direct investment process.
6 mobile marketing protocols: mobile marketing protocols are used to define the syntax, semantics and timing of the mobile marketing process should be jointly observed by all parties involved, to ensure that mobile marketing parties involved in mutual recognition and dialogue, different mobile marketing processes to implement different mobile marketing protocols, involving mobile marketing protocols mainly include real-time bidding agreements, preference agreements and programmatic direct investment agreements. Mobile marketing effectiveness monitoring: including ad display behavior monitoring, ad click behavior monitoring and landing page monitoring and analysis, DSPc) and SSP through the monitoring and analysis of advertising behavior to clarify the marketing effect and guide marketing behavior. Mobile marketing data governance: governance of personalized data, advertising content data and advertising metrics data, including data classificationd and standards, data quality, data security and privacy protection, etc.
6 Mobile marketing process
6.1 Real-time bidding process
The following technical requirements should be met in the real-time bidding process
a) ADX provides effective access to users of each link.
b) Have the mechanism and method to trigger bidding.
c) Meet the functional requirements, engine requirements and algorithm optimization services of the demand side.
d) Provide bid initiation services, bid monitoring services and material management services
The real-time bidding process is shown in A1 of Appendix A.
6.2 Preferred Process
Preferred process by a single demand-side participation, the demand-side can not only according to their own wishes to choose the traffic, but also to avoid the complex bidding process in the preferred process should meet the following technical requirements.
a) ADX provides effective access to each link user.
b) Have a request and response mechanism for advertising content.
c) have a communication mechanism between the supply and demand side and a protocol for information transfer
See A.2 for the preferred process
6.3 Programmatic direct investment process
7 Mobile marketing protocols
7.1 Real-time bidding protocols
Real-time bidding protocols define the transmission specifications that should be followed to complete the marketing process in RTB mode. Specific bidding protocols should be implemented in accordance with Chapter 5 of GB/T 34941-2017.
7.2 Preferred Protocol
The preference protocol defines the transmission specification that should be followed to complete the marketing over in the PD mode. The specific bidding protocol should be implemented in accordance with Chapter 5 of GB/T 34941-2017.
7.3 Programmatic direct bidding protocol
The programmed direct bidding protocol defines the transmission specifications that should be followed to complete the marketing process in the PDB mode. This protocol is based on the real-time bidding protocol and is customized for the programmatic direct selling scenario.
A PDB request should encapsulate the request data in a competitive request format. The request object includes the display object, and the parameters related to the programmatic direct marketing campaign in the display object are defined in the direct marketing transaction object under the private marketplace object. The structure of the programmatic direct marketing protocol is shown in Figure 2.
8 Mobile Marketing Effectiveness Monitoring
8.1 Monitoring Framework
Mobile marketing effectiveness monitoring covers three phases of ad behavior: display, click, and landing, and measures the effectiveness of mobile marketing by assessing the degree to which demand is met at each phase. The monitoring framework of the monitoring platform is shown in Figure 3, and the responsibilities of each module in the framework should include.
a) Advertising module: APP browser or client to collect advertising behavior data and report the data to the monitoring platform through the monitoring code interface.
6) Monitoring platform: receive the data of advertising behavior reported by each channel, and clean, analyze and mine the data to generate monitoring results.
Monitoring terminal: get the data of advertising monitoring results from the monitoring platform, and display C in a graphical way.
8.4 Landing page monitoring and analysis
Landing page monitoring and analysis shall meet the following requirements.
The landing page collects data of advertising behavior, and the measurement system analyzes and mines the collected data and generates measurement reports; a) the data sources of landing page monitoring and analysis include but are not limited to advertising click data, advertising display data and system report data; b) according to different industries and different users, the indicators of monitoring and analysis can be adjusted appropriately, including but not limited to advertising placement c) content, placement time period, click volume, visit volume, click rate, return rate and conversion rate.
The methods of monitoring and analysis include, but are not limited to, expert judgment, advertising system management and data mining: d)
Through monitoring and analysis can provide the corresponding monitoring and analysis report the report has a certain guidance and reference significance to the advertising: e) f) can be through CPM, CPC, CPA and CPT and other key performance indicators to monitor the effectiveness of mobile marketing analysis.
9 Mobile marketing data governance
9.1 Data classification and criteria
Mobile marketing data is flowing on multiple SSPs, DSPs and ADXs, common data standards should be developed including not limited to data classification, data metrics, data parameters, data formats and coding rules to ensure consistency in the data application process. The following requirements should be met.
10 Test Methods
10.1 Test environment deployment
Figure 4 gives the topology of the system in the test environment
10.2 Test conditions
The test environment, tools, configuration and operation methods are clearly defined, test cases are designed for each test, and the criteria for passing each test case are provided.
10.3 Test steps
10.3.1 Mobile marketing process and protocol technology testing
10.3.1.1 Real-time bidding technology testing
Real-time bidding technology testing steps are as follows.
a) In accordance with Figure 4, do a good job of technical interface between systems, through the system to provide functional interface, check whether the technical requirements specified in 6.1.
The ADX system simulates sending advertisement request to the DSP system, and the DSP system verifies whether it can receive the content of the advertisement request as agreed in the agreement, and checks whether it meets the agreement requirements stipulated in 7.1.
Simulation by the ADX system to send a large number of advertising requests to the DSP system to verify that the DSP system responds in a timely manner to feedback advertising bidding information C) to check whether it meets the technical requirements specified in 6.1.
Contents of GB/T 42454-2023
Foreword
1 Scope
2 normative reference documents
3 Terminology and definitions
4 Abbreviations
5 General framework
6 Mobile marketing process
7 Mobile marketing protocols
8 Mobile Marketing Effectiveness Monitoring
9 Mobile marketing data governance
10 Test Methods
