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2020 H12 RTA DPA oCPA RTA 2020H1 KOL IP KOL KOL KOL 2020H1 APPMAU APP MAU 3 2020H1 KOL 2020 H1 KOL 42020 H1 12020 H1 22020 H1 32020 H1 45 CNNIC 2016-2020 2020 12 9.89 70.4%9.86 70.2%CNNIC 7.37.78.38.59.97.0 7.5 8.2 8.5 9.9 53.2%55.8%59.6%61.2%70.4%50.6%54.4%58.8%60.6%70.2%2016 2017 2018 2019 20202016-2020%2016.12 2017.12 2018.12 2020.3 2020.12 6 APP 2020 2.96 20.4%201643.2%mUserTracker APP 2017-2018 15.8%2019-2020 2.5%APP CAICT UserTracker 5.2 4.6 3.9 3.7 3.0 14.2%-11.7%-15.4%-4.6%-20.4%2016 2017 2018 2019 20202016-2020%10.1 11.2 13.0 13.9 14.3 11.3%15.8%7.0%2.5%2016 2017 2018 2019 2020mUserTracker-2016-2020 APP APP%7 MAU MAU 2020 22.2%APP 289.3%APP 10 2020 6 APP 2019 6-2020 6 APP%TOP40 UserTracker K12 K WiFi 020000400006000080000100000120000140000-16%-11%-6%-1%4%9%14%19%24%29%mUserTracker-2019.6-2020.6 APP%289.3%TOP40 APP 11.4%503148 2020 H1 92020 H1 12020 H1 22020 H1 32020 H1 4102019 H1/2020 H1 11 2019H1/2020H1 2019 2020 2020H12019 H1 2020 H1 ARPU DAU 2019 H1-2020 H1 12 2019H1/2020H1 2019H1 64.7%35.3%2020 54.4%45.6%2020H1 2019H1 64.7%54.4%35.3%45.6%2019H1 2020H12019 H1-2020 H1 132020 H1 14 2020H1 72.4%27.6%77.2%22.8%27.6%22.8%72.4%77.2%2020 H1 15 2020H1 APP ROI 1 2 21.6%35.6%18.3%14.5%17.5%8.5%12.2%18.6%30.3%22.8%2020 H1 16 1 2 58.6%45.2%41.4%54.8%2020 H1 172020 H1 18 2020 H1+19 2020H1 1 2 3 1 2 2020 H1 ROI QQ MOMO FACEU 20 1 2 2020 H1 1.2.3.1.2.3.21 2020 H1 22 2020 H1 2020 H1 23 2020H1-2020 H1-242020 H1 12020 H1 22020 H1 32020 H1 42526 2018H1-2020H1 2018H1 16 2020H1 5 2020H1 5 8 Sponsorship Value Creator Sponsorship Value Creator 16 9 5 2018H1 2019H1 2020H1SVC-2018 H1-2020 H1 SVC-2020 H1 1 2 3 4 5 6 7 8 1 3 3 6 5 7 5 7 6 8 5-8 27 2018H1-2020H1 2018H1 2019H1 2020H1 2020H1 Sponsorship Value Creator 1 20202 3 4 5 1 2 3 12.5%20.0%6.3%25.0%6.3%11.1%25.0%22.2%20.0%12.5%22.2%40.0%12.5%11.1%11.1%20.0%22.2%2018H1 2019H1 2020H1SVC-2018 H1-2020 H1/28 2020H1 B S+2020H1 1 SVC Two-Step S+S A B C 1 S+26,000,000 2 S 15,000,00025,999,999 3 A 7,000,00014,999,999 4 B 3,000,0006,999,999 5 C 2,999,999 2 Sponsorship Value Creator Sponsorship Value Creator S+20%S 20%A 20%B 40%C 0%SVC-2020 H1 40%40%20%SVC-2020 H1 29KOL 30 KOL TOP300 KOL KOL KOL KOL KOL KOL KOL KOL 35347797 2.3 35262365 1.92 28671404 3.11 25837561 1.67 25589141 1.9-G 24691080 1.8517 Boy 23131073 1.84-22836393 2.08 000 20570798 2.12 19631538 2.16OneMedia-2020 6 KOL 1.KOL 2.KOL OneMedia TOP300KOL OneMedia 44%29%7%6%3%3%2%1%1%1%OneMedia-2020 6 KOL 31 KOL IP KOL KOL IP IP 1.KOL 2.KOL OneMedia TOP300KOL OneMedia KOL 165,288,026 2.73 141,322,066 2.19 2020 132,393,546 1.92 115,591,319 1.91 114,664,296 1.70 106,640,538 1.72 82,760,851 1.77 74,702,628 1.63 74,270,411 2.61 70,149,477 2.31 38%37%13%12%OneMedia-2020 6 KOL OneMedia-2020 6 KOL 32 KOL KOL KOL KOL KOL KOL KOL 1.KOL 2.KOL OneMedia TOP300KOL OneMedia KOL 2,804,292 1.33 2,738,781 1.05SK 2,162,166 1.03 anyway 2,141,516 1.04 Esther 2,090,923 1.15 2,085,242 1.14 1,927,530 1.11G88818 1,588,822 1.17 1,563,164 1.13 za 1,560,988 1.05OneMedia-2020 6 KOL 39%33%13%4%3%2%2%2%1%1%OneMedia-2020 6 KOL 332020 H1 12020 H1 22020 H1 32020 H1 434 1/2 APP 2020 H1 2020 WeChat MAU 12.06 QQ MAU 6.48 QQ 2020 Q2 MAU 6.51 QQ 35 2/2 RTA DPA oCPA 1 2 DMP RTA 3 4 APP 5 RTA Realtime API API RTA oCPA DPA DPA 3 41 2DPAoCPA ABCDEF A B D E F 2020 H1 36 1/2 RTA DPA DAU RTA DPA 70%90%70%DPA 200%DPA 70%90%70%DPA 200%RTA RTA DPA DAU 2020 H1 37 2/2 oCPA MAU CPC oCPA oCPA 30%60%10%oCPA CPC 9 CPC oCPA APP oCPA MAU 30%60%10%CPC 9 2020 H1 38 RTA 7 DAU ROI 20%RTA UV RTA RTA RTA 120%40%20%120%40%+2020 H1 RTA+RTA RTA/RTA DAU ROI39 2002 3000 400-026-Contact Us 40
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