Which market has the greatest potential in internet advertising?

At present, the main trend of internet advertising market, from the way of procurement, is programmed to buy. But pay attention to programmed purchase is not equivalent to RTB (real-time bidding system), the front of a reply directly to the two equals, is not appropriate.

In fact, programmed buying is a RTB, RTB is a form of programmatic buying, and now hotter is another form, called the model of privatisation (PMP). Their main difference is: Programmed purchase refers to the use of computer programs and algorithms to automatically complete the flow of procurement and optimization of procurement methods. RTB is a trading model that emphasizes real-time bidding, and RTB systems typically have media (or supply Side), platform (Exchange), advertisers (Demand Side) to bid for each display of advertising. RTB's model is to say that the media side of its own traffic to the intermediary exchange, advertisers also come to Exchange to buy these traffic, everyone fair competition, reasonable bid, to give each flow reasonable price.

This model is generally good, but there are some drawbacks in the domestic market, that is, the exchange platform traffic is relatively poor, good media resources, they are not willing to receive the exchange platform to sell. For example, RTB mode is like a vegetable market, if you sell luxury goods, you will go to the market to sell it? That is, the flow of traffic to the Exchange platform, most of which are some of the worse traffic, then if you have some particularly good resources, You must be unwilling to put them on the exchange platform to sell, you will feel very deficient.

High quality media resources are not willing to sell on the RTB system, but advertisers have a strong demand for such high-quality resources, so it was born a new trading model, that is, PMP (private Marketing place), the privatization of the trading market. It means building a relatively high-end and private trading place (typically with a proxy company), allowing the media to put their best resources in and then advertisers or agents to buy at a higher price. Specific implementation is more similar, will be as accurate as the RTB, and monitor a lot of effects related indicators, but the flow of procurement is more quality.

RTB or PMP is a form of programmed purchase, which requires the intervention of computer programs or algorithms to achieve the precise delivery of each flow. But one is in the open market, the flow of resources are relatively poor, and the other is in the private market, the flow of better quality. RTB has been developing for many years, and PMP is a relatively new idea recently. But on the whole, the way purchasing is programmed is definitely a trend.

In addition, the future of Internet advertising will pay more attention to the use of data, that is, the use of information for each user. Write down the sex, age, interest, etc. of each user through a cookie or ID, and do more accurate in the ad campaign that is now being done. One form of doing this is DMP (data Management Platform), which may evolve into data exchange in the future. At present, the DMP market players are still relatively few, but still a very hot concept. Some of the larger advertisers are already building their own private DMP.

Again from the advertising display form, the current video advertising is very much favored by advertisers, especially the big advertisers, display advertising has become increasingly unattractive. and mobile advertising, although everyone said that the future of advertising is sure to move to the end of the tilt, but at present because of mobile advertising restrictions, most advertisers still hold a wait-and-see state, and not a lot of money in the mobile end. On the mobile side, the original advertisement is a kind of more optimistic advertising form.