Big Data and RTB: Opening up a new era of internet advertising

The change that the Internet advertisement industry is facing, this change process is led by the big data technology, borrow RTB system constructs, change the business owner, also change the advertisement service provider, the same change advertisement audience.

From the perspective of historical development, China's internet advertising has gone through three stages: the era of individual communication, the marketing era based on media, the era of precision marketing based on audiences. In a one-way communication era, can do is only one-way display and release; In the era of media marketing, internet advertising has been packaged into a new form of communication and media content, and in the continuous enrichment, and the future based on the audience of precision marketing advertising, will be able to real-time analysis of advertising audiences, personalized design.

In all forms of precision advertising, the combination of large data and RTB, let precision marketing the form of the industry and business processes more fixed and standardized, than the previous content-oriented, population-based orientation, often with uncertainty, the effect of marketing can not be accurate quantitative analysis, large data on the audience, advertisers, Media information and advertising data with a high degree of accuracy analysis, RTB has a scientific advertising process system, the two rely on the cloud computing, on-demand, functions from the characteristics of the group, then further reduce the business chain operating costs, improve the efficiency of advertising and purchase probability.

RTB: Let Big data marketing get to the ground

It can be said that when RTB become a widely accepted Internet advertising system in major industries, the marketing value of large data has to have the opportunity to fall to the ground. Large data marketing, is a considerable subset of Internet marketing, it uses a huge amount of data, rich content, to find the laws required by customers, so that the audience in the eyes of advertising to become transparent. Large data classification dimension, but also more rich and diverse than the previous data forms, it does not set restrictions on the data type, the only limit is only the human needs and thinking, so that the audience and product promotion between the matching more seamless, fitting, locked users also become possible.

The goal of RTB advertising is to encourage users to buy. With the gradual and clear data standards, the gradual spread of data business, so that ads automatically find the most appropriate audience, will not be a dream. By then, the ultimate goal of advertising will be a reality: that each ad is devoted only to audiences interested in it, and that everyone sees only the ads he is interested in.

Advertisement: From "Object-marked" to "human-fundamental"

For advertising, the accumulation of data is a necessary research process. However, before the corporate advertising department or advertising agency to launch an ad, the focus of attention, just more from the point of view of the product to accumulate data, according to the results of data analysis, consider the region, market or audience, wishful thinking to imagine the effect of advertising, often ultimately caused by the ineffective delivery; The new form of RTB advertising is based on the behavior of the audience, through the technology of large data to analyze the behavior of the audience, although in the traditional advertising seems to have nothing to do with the advertising itself, but is the collection and analysis of these details, RTB to achieve the direction of advertising more accurate, so that advertising as the user and users between the "you love my Wish To improve the efficiency of the landing of advertising.

In the RTB system, you first need to collect user data through a Computer browser cookie, in a way that does not infringe privacy, get the audience's basic information (such as where to surf the internet, when to surf the internet, the sex of the audience, etc.), browse behavior (see what page), advertising interaction (whether there are clicked ads, etc.), The audience is classified by this information. This is at present, protects the user privacy (personal information will not be recorded, and users can delete cookies at any time), but also the international basic data collection channels.

With this data, marketers can spread their ads by the people behind each cookie. This involves two other questions: 1 How to catch them when the target audience is browsing the next time, and show them the ads? 2. Can the different segments of the population see different advertisements in order to increase the ROI of marketing? (Return on Investment,roi), which enters the next phase of the RTB system: Real-time bidding and target purchase.

RTB real-time bidding, realized from the traditional advertising position to buy the "target crowd" to purchase a huge change, so as to achieve the scale of advertising and efficient. Different from the traditional advertising network relies on media transmission, the media issues such as pricing, advance purchase location, through the characteristics of flowmeter fees, RTB advertising form, to the audience as the basis for the delivery of advertising, relying on large data analysis, real-time automatic bidding, for "target crowd" purchase, pay by effect. Traditional advertising and traditional advertising mode, is declining, and emerging RTB advertising technology and trading methods are being more and more Chinese advertisers began to accept. In this system, has formed the DSP (demand side platform), the Adexchange (Advertisement transaction platform), the SSP (supply side platform), the DMP (data marketing platform) and so on industry system platform, has constructed completely different from the traditional advertisement display, the production and the release system.

Fundamentally, the core concept of RTB advertising, has been from the "object-oriented" to "human fundamental", with the help of large data analysis, advertising manufacturing process, from the introduction of an advertisement to meet the majority, evolution to according to a person's temperament to design ads, which is the closest to "people-oriented" advertising system, This is the internet thinking in the advertising field of the internal and in-depth.

RTB advertising effect: Stronger than ever before, according to the U.S. digital advertising technology provider to the 2013 North American digital Advertising Market survey results show that the region now 70% of the advertising has shifted from the traditional way to the new RTB advertising mode, while the use of large data to buy advertisers have 77% are planning to put in more budgets over the next 12 months. Data show that in the United States, RTB advertising for nearly 5 years of composite annual growth rate of 70.5%. Google believes that the market for display advertising will expand from the current 20 billion U.S. dollars to 50 billion U.S. dollars in 2015, of which more than 50% of the display ads will be completed through the RTB mode. Data show that the amount of RTB-based display advertising will explode in the United States by 2015, up to 71%.

From the domestic point of view, China's RTB industry chain has quietly formed. Into the 2013, with the launch of Tencent, Sina's advertising trading platform, including Baidu's domestic internet giants are actively entering the RTB field, the Chinese RTB industry will be brewing a round of explosive growth.

China's RTB industry is growing. According to the data show, 2013 China's network advertising market size has reached 110 billion yuan, an increase of 46.1%, the future of the entire RTB and DSP market will be much higher than other forms of internet marketing growth, network marketing is from the era of traffic purchase to the age of the crowd to change. With large data resources and technology driven, the future of Chinese RTB advertising will be limitless.