GB/T 42454-2023Information technology service—Digitize marketing—Mobile marketing technical specification (English PDF)
信息技术服务 数字化营销服务 移动营销技术规范
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Issued by
SAMR; SAC
Level / Type
National · Recommended
Issue date
March 17, 2023
Implementation date
October 1, 2023
Scope
GB/T 42454-2023 is the English-translated version of 信息技术服务 数字化营销服务 移动营销技术规范.
This document gives the overall framework for mobile marketing and specifies the requirements that apply to it.
It covers the mobile marketing process, the agreement between the parties, the monitoring of marketing effectiveness, and the governance of the data used in mobile marketing, and it describes the methods used to test conformity with those requirements.
The document applies to the mobile marketing service process and to the platforms that take part in it, including advertising exchange platforms and the supply-side and demand-side platforms.
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Document preview — GB/T 42454-2023
National Standard of the People's Republic of China
- ICS
- 35.080
- Classification
- L 77
Issued by: State Administration for Market Regulation; Standardization Administration of the PRC
Contents
- Preface
- 1 Scope
- 2 Normative references
- 3 Terms and Definitions
- 4 Abbreviations
- 5 General framework
- 6 Mobile Marketing Process
- 7 Mobile Marketing Agreement
- 8 Mobile Marketing Effectiveness Monitoring
- 9 Mobile Marketing Data Governance
- 10 Test method
- APPENDIX A (INFORMATIVE) EXAMPLE OF THE MOBILE MARKETING PROCESS13
- Reference
Foreword
This document is in accordance with the provisions of GB/T 1.1-2020 "Guidelines for Standardization Work Part 1: Structure and Drafting Rules for Standardization Documents" drafting.
1 Scope
This document gives the overall framework of mobile marketing, stipulates the mobile marketing process, mobile marketing agreement, mobile marketing effect monitoring and mobile marketing Requirements for Data Governance for Mobile Marketing, describing the testing methodology.
This document applies to the mobile marketing service process. Advertising exchange platforms, supply-side platforms and demand-side platforms related to mobile marketing All participants provide technical guidance in the process of developing mobile marketing services.
2 Normative references
The contents of the following documents constitute the essential provisions of this document through normative references in the text. Among them, dated references For documents, only the version corresponding to the date is applicable to this document; for undated reference documents, the latest version (including all amendments) is applicable to this document.
GB/T 34941-2017 Technical requirements for programmatic marketing of digital marketing services for information technology services
GB/T 34960.5-2018 Information Technology Service Governance Part 5: Data Governance Specifications
GB/T 36344-2018 Information Technology Data Quality Evaluation Index
3 Terms and Definitions
The following terms and definitions apply to this document.
3.1 supply side platform
Integrate media resources and provide media owners or managers with a media service platform for programmatic advertisement allocation and screening. [Source: GB/T 34941-2017, 3.5]
3.2 Demand side platform
An advertiser service platform that integrates the needs of advertisers and provides advertisers with publishing services. [Source: GB/T 34941-2017, 3.4]
3.3 Advertising exchange platform
Open, capable of linking SSP or media with DSP, providing online services such as advertising data exchange, analysis matching and transaction settlement service platform. [Source: GB/T 34941-2017, 3.3, modified]
3.4 Ad click advertisement click
In order to promote the opening of the advertisement page, the effective interaction between the user and the advertisement.
3.5 Advertisement request
The act of sending a request for an advertisement from the user's mobile terminal to the advertisement trading platform (3.3).
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This preview omits tables, figures, formulas and parts of the technical clauses. The complete document — 19 pages — is available in the English PDF.
Referenced standards
Normative references
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Related Standards
GB/T 34941-2017 — Information technology service—Digitize marketing—Programmatic marketing technology requirements
GB/T 34960.5-2018 — Information technology service－Governance－Part 5: Specification of data governance
GB/T 36344-2018 — Information technology—Evaluation indicators for data quality
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GB/T 42454-2023
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