SDK (software development kit) is a library that is given to the developer by the system and integrated into the application.
In mobile application, SDK is used for:
- Sending queries to the ad system
- Getting ads
- Showing Ads
When sending the query to the platform, SDK passes along several parameters:
- Application ID
- Ad ID (IDFA, Google Advertising Id)
- SDK version, that the app is built
- Geographical data (allows to do country targeting)
- Type of connection
- Width and height of the screen
- Device maker and model
- OS device version
- User agent
Thanks to all passed parameters, it’s possible to “track” the user on different platforms and to target advertising to an interested audience, which is an important advantage of the SDK versus WEB. SDK supports the following ad formats – banner (text, image, rich media), fullscreen, video, appwall, icon, dialog, and tray. These ad formats can be divided into two types: advertising within and outside an applications.
Advertising in applications includes banners (text, image, rich media), fullscreen, video, and appwall. Advertising of these types is displayed in the application during its use. Banner displays a small “ram” on top of the main application window (displays one ad at a time). Fullscreen is displayed over the entire screen. Video can be displayed on the basis of banner, fullscreen, or loaded in the player before viewing the main video. Appwall is displayed in a new window and can show multiple ads from multiple campaigns in a single display.
Advertising outside the app includes icon, dialog, and tray. These types of ads are displayed when the application is closed. Icon installs an icon on your desktop (clicking on the icon leads to the desired effect in the campaign: download application/ Open link/ call/send SMS). Dialog means a dialog box appears on top of the desktop, with two buttons “Yes” and “No” (clicking on the “Yes” button leads to the desired effect in the campaign). Tray is when an application is on the taskbar, and you receive a notification from this application, clicking on which leads to the desired effect in the campaign.
In recent years, developers and advertisers have tried to get away from the use of advertising outside of the application. Advertising outside an app is very intrusive application, resulting in a large number of non-target clicks, which in turn increases costs and reduces the quality of the advertising campaign. By virtue of these factors, some stores do not allow you to download applications that support external advertising. Thus, now the most popular types of advertising are banner (text, image, rich media), fullscreen, video, and appwall.