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Advertising placements are a significant revenue driver on the platform. Unlike core product sales, advertising is a high-margin instrument that allows the business to impact revenue quickly without changing the core business model.

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Key Challenges

• A large number of advertising formats existed without a unified system or clear hierarchy
• Ad blocks occupied excessive screen space, pushing core content to the second or third scroll
• Some formats were missing in mobile web, resulting in revenue loss and cross-platform inconsistency
• Certain elements were introduced as quick responses to marketing needs, reducing visual coherence
• There was no clear prioritization logic, leading to conflicts between campaigns

Scope of optimization:

• Advertising placements
• Promotional badges
• BDUI system

Advertising placements

Discovery

Conducted a cross-platform audit of advertising placements, identifying redundant formats, inconsistent resizing, and inefficient use of screen space.

Defined the current state (as is) and target model (to be), and aligned on an MVP scope with engineering and the commercial team.

Process