Mobile Content Delivery Platform (MCDP) delivers personalized in-app ads to targeted audiences, helping you retain, activate, and grow users. MCDP supports multiple creative materials per ad delivery and automatically optimizes traffic allocation based on performance, reducing operational costs without manual intervention.
Benefits
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Eliminate operational scheduling
MCDP provides centralized configuration for campaign audiences, marketing resources, and actions, along with a data dashboard. App operators can manage the entire marketing workflow without developer assistance, eliminating long scheduling cycles.
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Flexibly customize target audiences
MCDP integrates the user segmentation feature of Mobile Analysis Service (MAS). You can target campaign audiences based on user properties or behaviors, or create delivery audiences manually.
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Support for high-concurrency calls
MCDP supports 1,000 concurrent calls per second on a server with 4 CPUs and 8 GB of memory. This ensures stable delivery performance.
Product features
The following figure shows the MCDP system framework. MCDP combines campaign creation, execution, management, and feedback into a unified platform.
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Activity management
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A two-level model of campaigns and campaign units supports more flexible and complex marketing activities.
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Two types of marketing campaigns are supported: proactive and interactive.
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Ad delivery and message push actions can coexist within a single campaign.
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Multiple ad deliveries can be configured in a single workflow to improve efficiency.
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Fatigue control policies for deliveries and pushes protect the user experience while allowing multiple campaigns to run in parallel.
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Custom delivery rules enable flexible grayscale releases.
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Group management
Create target audiences for campaigns or reuse audiences from MAS. Filter audiences by user behavior or properties for targeted ad delivery.
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Booth Management
Visually create and manage ad slots with different styles, positions, heights, and content types without writing client-side code. A dashboard provides real-time monitoring of ad slot resource usage so you can adjust resource allocation.
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Material Management
An online material library supports multiple material types. Campaigns can directly use resources from the library as ad materials, improving efficiency for recurring campaigns and team productivity.
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Push management
You can configure fatigue control for pushes.
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Activity performance analysis
Next-day (T+1) statistics let you evaluate campaign performance from multiple dimensions for a clear overview of your operations.
Scenarios
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Proactive marketing scenario
A bank runs a marketing campaign to activate and acquire users. The theme is "Enjoy a discount on every online payment on Wednesdays." The campaign runs every Wednesday for one year, and different materials are delivered to different audiences.
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For users who have a card and have enabled online payments: Run Campaign A, which offers an X% discount on every online payment. You can reach these users with an MCDP ad, such as a carousel ad in a banner on the app's home page.
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For users who have a card but have not enabled online payments: Run Campaign B, which offers three coupons for enabling online payments and an X% discount on every online payment. You can reach these users with MCDP ads, such as a carousel ad in a banner on the app's home page and a launch screen ad.
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Interactive marketing scenario
A user logs on to the app. If the user logged on within the last month and then logs on for three consecutive days during the campaign, you can send them a push message for the "Bonus Points for Active Users" campaign.