Aug 03, 2022
In Welcome to the Food Forum
Marketing API (hereinafter referred to as MAPI) is an open API launched by major mainstream advertising platforms based on their own marketing systems to help advertisers better place advertisements. Based on MAPI, advertisers can build a Trading Desk to assist in advertising. So what capabilities does MAPI provide, and how advertisers and developers can help improve the effectiveness of advertising based on these functions? This article will take you to find out, I hope readers can be inspired... 1. Getting to know MAPI Marketing API is an open API launched by major mainstream advertising platforms based on their own marketing systems. It can provide comprehensive technical and data support for advertising developers, and realize automated marketing and efficient management in an all-round way. Let’s review together first. If an advertiser wants to place an advertisement on a certain medium (platform), the conventional methods are mainly as follows: Advertising platform side account opening: The advertising platform is mature and stable, and has complete functions. Advertisers only need to open an account and recharge, and then they can place advertisements on the platform. Docking with ADX delivery: Advertisers can build their own DSPs and perform advertising delivery through the ADX service connected to the advertising platform. But generally speaking, since docking with ADX will distribute the platform traffic to the advertiser side, advertisers can freely choose the amount, so the ADX of mainstream platforms is generally not open to the public, and it is necessary to evaluate the consumption of advertisers, and only when the consumption threshold is reached access. Then, will readers have doubts in their minds, since major mainstream advertising platforms have their own marketing systems and ADX, advertisers can use the above two channels to advertise, why do they need to launch MAPI? In my opinion, there are mainly the following reasons: ADX has a consumption threshold limit, unless KA customers, the advertising platform usually does not provide docking; The marketing system of the advertising platform is aimed at all customers, and both the operation process and the function points are highly unified, which cannot meet the personalized customization needs of customers; During marketing activities, in order to maximize the reach of users, customers generally choose full-netcom investment (that is, advertising through different advertising platforms). At this time, it is impossible to aggregate the data of each platform for analysis, which is inconvenient for operation. Based on the real needs of the above customers, various mainstream platforms have launched MAPI for advertisers to access, providing comprehensive technical and data support for advertising developers, and realizing automated marketing and efficient management in an all-round way. So which customers are suitable for advertising campaigns by docking with MAPI? Should advertisers improve advertising efficiency through MAPI? Knowledge of technology: Since docking with MAPI requires a certain technology development cost, the access party must have a good technical precipitation; Understand the business: After all, the interface is separated from the system operation page, so it is necessary to understand the capabilities provided by each interface and accurately judge whether it can meet its own business needs; Understand the effect analysis: Since the major platforms can only provide basic data reports such as exhibition point elimination, they cannot display the conversion effect data on the site (unless the advertiser will return the conversion telemarketing list data to the platform), so you can connect with MAPI to recover the exhibition point elimination data and convert it. Attribution to analyze the traffic quality of each channel; Multi-channel delivery is required: If an advertiser wants to deliver advertisements on multiple platforms, the data of each platform must be recovered through MAPI for aggregate analysis; Improve the efficiency of advertising delivery: Because the functions provided by the advertising platform are unified, it cannot meet the personalized delivery needs of advertisers. For example, all advertising delivery only has different orientations, and N strategies have to be manually created on the platform side, but through MAPI, you can pass Customize rules to deliver ads in batches; ... In short, through MAPI, advertisers can assist advertisers in better advertising. Seeing this, my friends must be thinking that since MAPI is so easy to use, hurry up and connect, and it will be easier to advertise in the future. Don't worry, let's take a look at the two shortcomings of MAPI at present: Real-time function of MAPI: At present, for the same function on major platforms, the support program of MAPI must be later than the platform side, that is, there is a lag, but the situation of API first cannot be ruled out in the future.