1. Background

💡During the process of expanding into overseas markets, advertisers often face the challenge of how to efficiently utilize their advertising budgets while improving both the quality and quantity of user acquisition.

💡The XMP Traffic is specifically designed to address these challenges, providing services for advertisers using SDK platforms (such as Mintegral, Unity, Applovin, ironSource, Vungle, etc.) for their advertising campaigns.

💡Through the XMP Traffic, advertisers can gain deep insights into competitor and industry traffic distribution, including traffic data for different regions and sub-sources. Additionally, they can manage their sub-source campaigns with precision, expand their reach, and enhance user acquisition effectiveness.

2. Exploring Features

2.1 Important Concepts

1）"Source App" vs. "Sub-source/Sub-channel"

When an app integrates SDKs from different media for monetization, the media assigns a unique ID to the app as its identity within that media platform.

In the context of the XMP Traffic:

• Monetized app = Source app, which shows which media can reach a target source app.
• The unique ID assigned by the media to the app = Sub-source/Sub-channel, which cannot exist independently of the originating media.

2）"Reach" vs. "Coverage"

• Reach: The number of confident data points generated by an ad product within a given time window, indicating it was reached.
• Coverage: Within a given time window, coverage = the number of reached traffic by the ad product / the number of reached traffic by competitors, reflecting the potential growth for the product.

2.2 Feature Introduction

The Traffic is mainly divided into two functional areas: Cross-channel Source App Analysis and Single-channel Sub-source Analysis.

💡Cross-channel Source App Analysis: Analyze source apps from multiple SDK advertising platforms (such as Mintegral, Vungle, IronSource, Applovin, etc.). By combining the advertiser's product ad data with the source app data of competitors or the industry, it enables comparative analysis to calculate the product's traffic reach across all SDK advertising platforms, helping advertisers identify coverage gaps in their campaigns and discover and expand potential high-value traffic.

💡Sub-source Analysis: After authorizing SDK platforms (such as Mintegral, Unity, Applovin, IronSource, Vungle, etc.) to access the XMP system, advertisers can use the Sub-source Analysis feature to select the relevant ad channel and view source app details, competitor performance, and industry trends for that channel. Additionally, advertisers can manage their sub-sources offers in detail, including turning them on or off, editting bids, and traffic push.

2.2.1 Cross-channel Source App Analysis

key Metrics:

1) Traffic Value: A rating of the potential revenue generated by a source app. The higher the traffic value, the more high-quality users are likely to be acquired through that source app.
2) Potential Estimation: Calculated by comparing the spending on source apps with competitors, reflecting the growth potential of the channel relative to competitors. A higher potential estimation indicates a greater opportunity to increase spending on the source app, with significant growth potential.
3) Rival Cost Ratio: A rating based on the spending of competitors on source apps relative to the total spending in that application. A higher ratio means competitors are spending more on the corresponding source app.
4) Competitiveness Level: A comprehensive evaluation of the product's eCPM, reflecting its competitive position within the source app. The higher the competitiveness level, the greater the exposure opportunities within that source app.

Operation Explanation

Supports switching between rival-based and market-based source app analysis.

1）Deliver Basic Data

Indicate an overview of the advertising campaign performance data across all SDK platform advertising accounts authorized by the advertiser to XMP.

2）Traffic Reach

• Indicate the traffic growth potential of the product relative to rival-based/market-based traffic. The higher the proportion, the more rival-based/market-based traffic the product can cover.
• It is recommended to increase the budget for channels with low coverage, change creatives, expand targeting conditions, raise bids, and push traffic to more uncovered sub-channels, thereby increasing the coverage of these channels.

3) Value-based Traffic Reaching Overview

Indicate the product's reach across different value tiers of traffic. For example, the higher the reach in high value traffic, the greater the probability of acquiring high-quality users.

4) Unreached Traffic Analysis

• Indicate the traffic blind spots that the current product has not covered, as well as the channels through which these unreached source apps can be acquired. Advertisers are able to clearly understand which potential traffic has not been covered.
• It is recommended to filter key target regions and choose traffic sources from Mintegral channels (the 'Traffic Push' feature is only available for Mintegral channels). Meanwhile, filter out source apps where competitors have high spending and high traffic value, and use the 'Traffic Push' feature to quickly access these unreached high-value traffic.

5) Reached Traffic Details

• Indicate the traffic coverage of the product.
• It is recommended to filter high-potential and high-value source apps in key regions, and increase exposure on quality traffic by editting bids.

6) Traffic Details by Region

• Indicate the traffic coverage and campaign data for different targeted regions.
• It is recommended to focus on regions with lower competitiveness and coverage. Try increasing bids to enhance the product's bidding competitiveness and acquire more high-quality traffic.

2.2.2 Sub-source Analysis

key Metrics:

1) Rival Coverage: The proportion of sub-sources where this product has been installed among those sub-channels with installed from competitors. The higher the proportion, the better, indicating that the product can cover the main traffic sources of the competitor.
2) Top 50/100 Coverage：The proportion of sub-sources where this product has been installed among the Top 50/100 sub-sources with installed from competitors. The higher the proportion, the better, as it shows that the product can cover the main traffic sources in the competitor's Top 50/100 sub-sources.
3) Overall Coverage: The proportion of sub-sources where this product has been installed among all available sub-sources. The higher the proportion, the better, indicating that the product can cover a larger share of the overall market traffic.

Operation Explanation

First, select the product on the left side of the page, then choose the corresponding sub-source at the top of the page. The list of offers currently being run for the product will then be displayed by region

1) Sub-source Details

Indicate the details of the Top 500 sub-sources in this region.

💡Note: Mintegral channels provide comprehensive data, while Unity, AppLovin, Vungle, and IronSource may have missing data.

💡Reason: The sub-source IDs returned by AppLovin cannot be aggregated across accounts, resulting in a lower sub-source coverage rate than the actual value

1. Overall Ranking: Refers to the weighted ranking of a competitor's sub-sources in terms of overall installs, impressions, costs, and other metrics in that region. The higher the rank, the greater the potential for acquiring traffic in that sub-source.
2. Rival eCPM: Refers to the competitor's average cost per thousand impressions (CPM) in a sub-source. It is recommended to analyze in conjunction with ad placements. Comparing the competitor's eCPM with your own CPM can provide insights. Generally, the higher the competitor's eCPM, the more expensive the traffic, and the more competitive the sub-source is.
3. Rival IVR * Rival CPI * 1000 = Rival eCPM: Advertisers can analyze differences between overall CPI and overall IVR to optimize targeting and enhance cost-effectiveness.
4. App Name and Package Name: The name of the app in different sub-sources. Clicking on the package name will redirect to the app store page, allowing advertisers to explore details about the covered sub-sources. Mintegral, Vungle, and IronSource SDK ad platforms support displaying the app name and package name.
5. Traffic Type: Traffic is categorized into first, second, and third levels. Advertisers can analyze whether the sub-source's traffic type matches the product or not, identify sub-sources where the product can be placed but hasn't been, and expand their traffic acquisition range.
6. Support Viewing Retrieved Data：Such as ROAS (Return on Ad Spend), LTV (Lifetime Value), retention rates, etc. You can click on the "Columns" option to select and view the required metrics.

7. Supports switching between competitor subsource and overall subsource analysis.

2) Sub-source Analysis

Demonstrate the campaign data for all sub-sources where the product is advertised on this source and support for viewing data by sub-source type and sub-source id.

3. Optimization for Sub-sources

3.1 Sub-source Bidding Adjustment

Step Guide:

1) Traffic -> Mintegral Subsource Anlysis-> Sub-source details  -> "Pencil" icon for bidding -> Edit Bid

2) Traffic -> Mintegral Subsource Anlysis-> Sub-source details -> Select multiple sub-sources -> Bulk Operation -> Edit Bid -> Bulk Edit Bidding

💡Tips：For CPI campaigns, after analyzing competitor data and the product's own campaign data, you can directly edit the bid for a single or multiple sub-sources on the page.

3.2 Sub-source Status Adjustment

Step Guide:

Traffic -> Mintegral Subsource Anlysis-> Sub-source details -> Select one or multiple sub-sources -> Bulk Operation -> Start or Pause

3.3 Bulk Edit via Excel

Step Guide:

Traffic -> Mintegral Subsource Anlysis-> Sub-source details -> Select one or multiple sub-sources -> Bulk Operation -> Bulk Edit via Excel

⚠️ Only Supported for Mintegral Subsource

3.4 Traffic Push

• Traffic Push is a unique feature designed for Mintegral source. It provides an opportunity for the algorithm to reassess the value of a campaign for sub-sources that haven't yet gained traction.
• Advertisers can filter top sub-sources targeted by competitors or those with a high concentration of valuable users and activate the Traffic Push feature to quickly boost traffic.

Step Guide:

Traffic -> Mintegral Subsource Anlysis-> Sub-source details -> Select one or multiple sub-sources -> Traffic Push

🔔Click to view more guidance on the 'Traffic Push'

✍️Notes:
1. Only one offer can be selected at a time. Currently, CPI, ROAS, and CPE offers are supported.
2. You can initiate a Traffic Push for the same offer no more than once per day.
3. A maximum of 200 active sub-sources can be selected at a time. You can also specify the targeted ad types.
4. Traffic Push will start at 12:00 AM (UTC+8) the following day and will run for 24 hours, delivering traffic to the selected sub-sources.
5. When Traffic Push begins, the CPI offer will automatically increase the sub-source bid to 1.5 times its original amount to maximize competitiveness. After 72 hours, XMP will revert the bid to its original level.
6. During Traffic Push, advertisers may manually adjust sub-source bids. However, frequent bid reductions are not recommended, as they may negatively impact the algorithm’s performance.
7. After the Traffic Push, try increase the bids for sub-sources with good conversions to achieve better traffic growth.