(Image source /ASMbee)

Online advertising falls into two broad categories: search ads and display ads. Facebook ads are typical display ads, and when people browse the page, they see ads that are integrated into the page. Apple search ads show ads based on the user's search terms. Google is a combination of the two types.

Search ads only appear in search engines such as the Apple App Store, Google and Bing. But display ads can be seen in many other places, such as web pages and blogs. The largest distribution platform for display ads is the Google Display Ads Network.

So it's not hard to see why internet giants such as Facebook, LinkedIn and Twitter chose to run their own advertising systems rather than use third-party display platforms.

(Image source /ASMbee)

There is no doubt that no one likes advertising. But if you have to choose, do you prefer the relevant ads or are they completely irrelevant? Search ads provide users with ads based on the keywords you enter into your search engine, while display ads are more like bulletin boards, showing ready content.

Of course, modern display ads are customized on a wide range of basis, such as address, age, gender, and device. But overall, search ads work better than display ads.

Different display platforms don't work very well. Now, users are leaving more and more information on social media, so social networking ad platforms are clearly better than other platforms.

The main charging models for ads can be CPC (pay-per-click), CPM (pay per thousand displays), CPA (pay per actual results)/CPT (pay-per-time). Apple search ads are primarily charged in the CPT model and provide cPA prices as a reference. Facebook, on the other way, uses the CPM charging model and in some cases the CPA charges.

(Image source /ASMbee)

Google and Facebook are the two giants of the advertising market, but Apple still has a good chance of making a lot of money from the growing user experience. In addition to Apple's huge user base, according to Apple data, users download as much as 65% of their search results.

In addition, the recent launch of Apple's iOS 11 system, ASM (Apple bidding ads) although the launch time is not yet known, but the major developers if the rules of the new system can be thoroughly studied, will gain an advantage in seizing the traffic dividend.