The Mobile Content Delivery Platform (MCDP) component delivers personalized ads within your app. You can target specific audiences to achieve your business goals of user retention, activation, and growth. MCDP helps app operators reach users accurately and promptly. The platform also supports using multiple creative materials for a single ad delivery. The system automatically optimizes delivery based on ad performance to maximize traffic. This process requires no manual intervention, which reduces operational costs and improves efficiency.
Benefits
Eliminate operational scheduling
MCDP is an all-in-one intelligent operations management platform. It provides a centralized configuration for campaign audiences, marketing resources, and marketing actions, along with a data dashboard. App operators can manage the entire marketing workflow without developer assistance. You can create and run campaign plans quickly and easily, which eliminates long scheduling cycles.
Flexibly customize target audiences
MCDP integrates the user segmentation feature of the Mobile Analysis Service (MAS) component. You can target campaign audiences based on user properties or behaviors. You can also create delivery audiences manually.
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 figure above shows the MCDP system framework. MCDP is an all-in-one intelligent operations management platform that combines campaign creation, execution, management, and feedback. The product features are as follows:
Activity management
You can use a two-level management model of campaigns and campaign units. This model supports more flexible and complex marketing activities.
You can create two types of marketing campaigns: proactive and interactive.
You can add both ad delivery and message push actions within a single campaign.
You can configure multiple ad deliveries in a single workflow to improve configuration efficiency.
You can use fatigue control policies for deliveries and pushes. This protects the user experience and allows multiple campaigns to run in parallel.
You can define custom delivery rules for flexible grayscale releases.
Group management
You can create target audiences for your campaigns or directly use audiences from the MAS component. You can also filter audiences based on user behavior or properties to deliver targeted ads.
Booth Management
You can visually create and manage ad slots. You can create ad slots with different styles, positions, heights, and content types without writing client-side code, which reduces development time and cost. A dashboard provides real-time monitoring of ad slot resource usage so you can adjust resource allocation.
Material Management
You can use the online material library, which supports multiple material types. Marketing campaigns can directly use resources from the library as ad materials. This improves configuration efficiency for recurring campaigns. The collaborative work model improves team productivity.
Push management
You can configure fatigue control for pushes.
Activity performance analysis
You can obtain next-day (T+1) statistics for your marketing campaigns. You can also evaluate campaign performance from multiple dimensions to obtain a clear overview of your operations.
Scenarios
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.
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.
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.
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.