Strategy Research About Precise Delivery Of In-App Mobile ADS

With the rapid increase of mobile phone ownership, colorful mobile apps have walked into various fields of people’s daily lives, and the traditional mobile ad model is gradually being replaced by in-app advertising. China’s in-app mobile advertising business has experienced a rapid growth period and in now moving towards integration. Many advertisement platform companies face the pressure of transformation.The change from extensive operation to refined management of ad platforms is an important issue that all companies need to solve. During the four years in which in-app advertising business developed in China, due to fierce competition, many problems still exist in links such as user experience, market segments and advertisement delivery. Therefore, under the present circumstances, the study and analysis on strategies for precise delivery of in-app mobile ads is necessary and urgent.This study reviews many research on mobile advertisements and in-app ads, and studies the strategies for precise delivery of in-app mobile ads on this basis. The study has six chapters. It starts with the present situation of the Chinese industry chain of in-app mobile ads, analyzes participants of the chain, and points out the problems of each delivery link. Then, through case studies of successful companies in the Chinese industry, finally offers a precise delivery strategy of in-app ads which is appropriate in the current environment.