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4.1.1 Revenue Analysis As ByteDance is a privately held company and does not publish or announce any of its income, we estimated its revenue on grounds of the main components. In order obtain a fair estimation, it is important to look at Douyin’s pricing list, and the company’s regime of charging on the placements of advertisements. Table 2 below describes and summarizes the most recent official pricing list published by Douyin. Table 2: Pricing list for advertisements on Douyin app14 Product Product Type Name Type of Location Advertise- ment Cost Structure Price Unit Remarks CPT CPM Single page The 4th feed of the 1st/3rd/5th/7th swipe - In app 14 Source: Bytdance, as of Q2 2018, http://toutiao.appun.cn/kanli/kanli.html Images/ dynamic gifs/ videos are displayed for 3/4/5 seconds, respectively Each swipe loads 6 UGC videos, ad is displayed at random at the 4th feed of the 1st/3rd/5th/7th swipe - Stationary 2,800,000 / Image CPT Dynamic / 3,360,000 Video Stationary 200 / Picture CPM Dynamic / 240 Video CNY/ day / round CNY/CPM CNY/CPM Initial App- Opening In-feed Initial screen at app opening Native Video of 5- 30 seconds CPM 240 Campaign - Cost per 2,400,000 campaign CNY / campaign - 31 -PDF Image | Analysis of ByteDance with a close look on Douyin TikTok
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