Speculation 2: App publishers will further
Use advanced, high-impact advertising models
The instinct for profit will lead to an ever-increasing amount of advertising. Once the core experience is disrupted by ads, user abandonment of the app rises.
This means that app publishers will be more concerned about the quality of the ads running in their apps than the quantity. More advanced, high-quality advertising models will also emerge in future application environments.
For example, properly placed video ads or native ads are more impressive and less obtrusive than traditional banner ads, and they can also generate higher cost-per-thousand CPMs for publishers. It goes without saying that a third of current mobile ad spend in the US comes from video ads.
Conjecture 3: AI and Machine Learning
Will have a huge impact on mobile app real estate
Artificial intelligence has ascended to the forefront of historical trends, with AI and machine learning permeating all areas including mobile app advertising real estate at scale.
It's worth noting that perhaps some of the AI applications will soon become popular.
. To ensure that advertisers are guaranteed a fair price for each ad exposure, while not having to worry about secondary price auctions or back-room bidding, ML algorithms will determine the ideal price for each exposure in a timely manner. Multi-arm bandit technology, on the other hand, will help highlight the needs of advertisers for particular users at different times, locations, applications, etc.
. Thanks to AI, the app user experience, including ad presentation and service formats, will be further optimized and personalized.
. AI can more efficiently identify fraudulent factors and remove them before they become a problem. ML algorithms can also learn the adaptation patterns of fraudsters and then instantly fill in the gaps before potential vulnerabilities are discovered and exploited.
The time is ripe for mobile ad real estate
Going forward, app publishers will introduce better ad presentation formats and utilize larger image layouts to deliver ad messages. Of course this is not all in isolation, as unified bidding, efficient advertising models and AI / machine learning will all come into play one after another. (This article was written by Kyon)
This article was edited and typeset by jqyjr
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