In the past three years, information flow advertising has shown explosive growth in the field of digital marketing, and the market space has expanded rapidly. With the rapid development of big data and machine learning technology, information flow advertising products continue to iterate, which is both an opportunity and a challenge for operation service personnel. This book starts from the macro-industry perspective of digital marketing and systematically explains information flow advertising from its development path, ecological status, theoretical basis, operational practice of representative platforms to leading technical practices.
The book is divided into three parts, with a total of 11 chapters, including industry interpretation, common methodologies for information flow advertising operations, product introductions of the massive engine platform and Tencent advertising platform, advertising placement techniques, operational analysis and optimization techniques, high-level operational optimization capabilities, interpretation of practical cases that expand to other media platforms, description of media marketing API capabilities, and leading practices of self-built marketing platforms.
This book has detailed content, rich cases, and strong practicality. It is suitable as a learning book for information flow advertising operation service personnel, and is also suitable as a reference book for product managers and technicians in the Internet advertising field.
