Under the background of the increasing disappearance of traffic dividends, the growth logic of the mobile Internet has also changed, and the traffic to retention has gradually changed from the extensive growth of the past to the refined operation, and "the integration of product and effect" has become an urgent demand of advertisers in marketing.
Digital marketing starts from more comprehensive data, with data as the bloodline through the global business, the optimization of the data layer can reversely improve the entire marketing link, RTA is a refined growth and efficiency tool in advertising marketing.
<h1 class="pgc-h-arrow-right" What is data-track="5" >01 RTA? The background of the production? </h1>
RTA, the abbreviation of Real Time API, is a real-time advertising program interface opened by advertising platforms in recent years to meet the real-time personalized delivery needs of advertisers.
Due to the limited data that the advertising platform has for specific advertisers, it is impossible to meet the more refined delivery needs of advertisers, and the target user groups of the advertising platform are likely to overlap with the existing users of the advertiser, or do not meet the advertiser's personalized threshold, and the advertiser's party data is inconvenient to be directly applied to the advertising platform for various reasons. The proposal of RTA is to solve these problems faced by advertisers, and its core is to use the core data of advertisers to assist advertising platforms in crowd screening and help advertisers achieve personalized targeting.
Take a chestnut:
In a campaign, the advertising platform will circle the potential target according to the needs of the advertiser, when these target users have certain behaviors (such as opening), the advertising platform asks the advertiser in real time through the RTA interface, "Do you want to invest in this user"? The advertiser judges that the user meets the target group through real-time data of his own side, and tells the media through the RTA interface to "Vote!" This is why the ad is served to "this user."
RTA brief process
Since the development of RTA technology interfaces on major media platforms in 2019, RTA has gradually become the standard in the advertising of large advertisers.
Domestic RTA development status
<h1 class="pgc-h-arrow-right" data-track="76" >02 What value can RTA achieve? </h1>
RTA can improve the efficiency of advertisers from user addition to user activity, user conversion, and user retention through more accurate crowd lapping and more efficient bidding, so as to achieve more efficient user growth, and then promote the conversion of the back link and achieve ROI growth.
More accurate crowds:
RTA can match the growth needs of advertisers' personalized users, and media + advertisers can verify the target group with multi-party data;
Traffic real-time preferred:
Real-time RTA can match advertisers' more real-time user data, filter low-value groups, and preferentially select high-value groups;
More efficient ROI:
On the one hand, RTA can help advertisers screen more accurate target groups, on the other hand, it can also personalize bids based on the filtered user value, and leverage more efficient ROI growth at a lower cost;
<h1 class="pgc-h-arrow-right" data-track="77" >03 How to apply RTA? </h1>
Major media platforms have successively opened the RTA interface services, advertisers can apply RTA through self-built or tripartite cooperation, LinkedME index RTA on the basis of advertisers' data composite LinkedME data model to help advertisers achieve more heavy data verification.
LinkedME Index RTA-SaaS Product Architecture
(*Data desensitization library: LinkedME can only obtain which account each user is targeted to deliver to, and cannot obtain the specific attributes and delivery strategies of each user)
1. In fact, the index RTA can cover the whole life cycle of users, and be applied in the links of user pulling, user activity, user conversion, and user retention, specifically:
a. In the user pulling new scenario, based on the cooperation between the advertiser and LinkedME data, the non-target users of the identifiable users are excluded, and the target users are weighted/reduced bids are used to increase the conversion rate of the new users;
LinkedME Index RTA - Pull New
b. In the active-conversion-retention scenario, based on the collaboration between advertisers and LinkedME data, repeated delivery of active users is excluded, and personalized delivery is carried out for differentiated ARPU users. This scenario covers the links of user activity, user conversion, and user retention, and can be adjusted according to different scenarios.
LinkedME Index RTA - User Activity - Conversions - Retention
Through a large number of delivery practices to see the access effect, the conversion rate of direct investment RTA is generally 20% higher than that of direct investment non-RTA.
LinkedME Index RTA wake-up versus non-RTA wake-up case data
2. What are the advantages of index RTA
Technical advantages
High concurrency: Tencent Guangdiantong, ByteDance, Kuaishou and other media comprehensive QPS of 300,000-500,000;
High performance: the media interface returns less than 50ms, and the interface timeout rate is less than 0.5%.
High availability: multi-room deployment, 24-hour O&M, annual stability of 99.9%;
Operational advantages
Tencent Guangdiantong authorized RTA technical service provider;
ByteDance authorized RTA technical service provider;
RTA lahuo scenario access to 50+ customers, and are TOP3 service providers;
Resource advantages
Tencent Guangdiantong, ByteDance, Qutoutiao, Baidu, iQiyi and other mainstream platforms have one-stop access to RTA;
At present, The LinkedME Index RTA-SaaS has been connected to many advertising platforms such as Tencent Guangdiantong, ByteDance, Baidu and so on. Under the trend of digitalization, refined user growth is an inevitable choice for a new round of growth, LinkedME continues to explore and launch effective growth tools in the field of refined growth, combined with its rich practical experience in advertising, to escort the long-term ROI growth of advertisers.