Shopping for a MAP ?
Typically, for the MAPs in the market, you need to look for a couple of cool features before you buy one, note that this is not an exhaustive list. These include, among others, interfacing capability, which should consist of different APIs for interacting with different kind of messages like an SMS, MMS, WAP etc.
The next one will be the actual core feature of the MA Platform, which typically takes the responsibility of real-time ad selection. This means selecting an advertisement based on an ad score, metadata of the campaign and also based on the user in question who is receiving this ad, which is, information like user profile, location of the user at that instance, his handset etc. This part of the platform also typically takes care of push campaigns. Push campaigns are typically advertisements inserted into subscribed content like daily weather forecast or daily news headlines. Then there is also the need to analyse the data collected regarding each subscriber, in order to define the subscriber’s profile.
Next, you make sure that there is a feature to handle interactive ads. For example, an ad, which says click-to-browse should redirect the user to an appropriate URL, or click-to-call, should make a call from the mobile to a particular number, or similarly click-to-call-back etc. Then check that there is a rewarding component. This component will keep track of number of clicks or impressions each user achieved and rewards the users accordingly.
And, if you still want more, ask for multi channel campaign planner and manager, with which you or your ad agency can reserve a mobile ad campaign for a specific advertiser, planning, scheduling, billing, accounting, targeting & rewarding.
