China's first programmatic marketing platform PMP launches big data and potential to tap

Reporter: Love click on the launch of China's first program marketing platform PMP, can you please introduce the details?

Tangmin: PMP platform is programmatic Marketing Platform, programmed marketing platform. This is different from the DSP that I have been talking about in the market. We are more concerned about the direction of the entire marketing. Perhaps more focused on the display of ads or mobile ads, in the future, in the customer's entire marketing plan, display class ads and mobile ads will be only one link, to combine more areas, such as search, social. Now advertisers need to be on their own, the channels are completely fragmented, and what we need to do is integrate them. There is no such platform and resources, but advertisers are very eager to have a unified platform to help them improve the overall marketing benefits.

Therefore, we can provide a consolidated service for our customers based on the quality data they have and the good Technology platform. Love Click on the programmatic marketing platform PMP spans search, display, mobile, social these channels, based on our very complete "data map" to support our customers on a unified technology platform to launch.

Love Click to search for a start, accumulated a very rich experience in the entire search field to do very in-depth. So in search of data, we have very good accumulation. At the same time in the display ads, we have nearly 400,000 media browsing data. On the other hand, in the entire "Data map," In addition to the search and media browsing data, there is also a very important link, is social data, social account sharing data, such as his preferences, what he had to share, I think more advertisers want to be able to get. Of course, there are also data from the electrical business, based on the experience of our customers in the service of the electrical business and some of the past experiences, this data is very much. And in advertising activities, love to manage the Fortune 500 enterprises in the 150 strong multinational brand customers and 2,000 stable medium-sized enterprise customers, these customers of advertising and transformation data for the relevant industries and brands to develop marketing strategy provides a very high reference value.

The love we just mentioned click on "Data Map", from the search, browsing, social, electric quotient, advertising five dimensions, almost have the data of each link, so our understanding of consumers will be more comprehensive and more specific. Based on data and knowledge of consumers, we can provide advertisers with better service.

Today, we have this data, we can cross the search, display, mobile, social network across the channel marketing, to help advertisers through a unified platform to maximize the integration of programmatic marketing results. We are not a DSP, not only to do display ads programmed marketing, but to upgrade it to be able to integrate the various needs of advertisers across the network channel marketing platform.

Reporter: If from the Advertiser's point of view, you think now advertisers in such a marketing trend, should make what changes or efforts to better accept and cater to this marketing?

Tangmin: It's hard to get advertisers to change right away. Remember just beginning to do digital advertising in the early days, there are a lot of the use of traditional thinking and traditional mode, an ad to move to the Internet to do a simple launch, but the form of advertising slightly will have some changes.

Now, more and more customers accept the CPM model, followed by the promotion of programmatic marketing. The biggest feature of the internet is the direct use of data to do in-depth analysis, and then use programmatic connection to complete the media and consumer closed-loop communication. In the whole process, I think advertisers can recognize the benefits to him, which will enhance the overall ROI, overall marketing benefits have a great effect. I believe more and more advertisers will become more and more receptive to programmatic marketing concepts.

Reporter: Now everyone is talking about Big data marketing, do you think Big data marketing has really reached the peak? Is there any potential for digging?

Tangmin: There's too much potential to dig. Now everybody is saying the data is big, in our opinion, big is not equal to all. Today you have a large amount of data, but not the most comprehensive? This is a problem. It is not enough to focus on large data in a particular field. Only the data of magnitude, pluralism, vividness and vigor can be accurate.

We have raised the question of data dynamism, for example, I clicked on this ad six months ago. Like today when I was helping a car customer sell its new car, am I looking for a cookie that was clicked on this type of car six months ago? Or is it now searching, People who are browsing and focusing on the media, or who are currently sharing such information on social accounts? These are the people I'm really looking for. So I think the vitality of data, that is, real-time is very important.

I stress a few points. First of all, "big" is to be comprehensive, in addition to the magnitude, comprehensiveness, pluralism is very important. There is the vitality and vividness of the data. Is the demand in real time? Is it important that the whole consumer's needs be mastered in time? Click on PMP's own "Data map", in search, browsing, social, electric quotient and advertising five data dimensions have both breadth and depth of the absolute leading edge, truly through the full path of the behavior data complete grasp of the consumer trajectory. On this basis, love Click to integrate search engine marketing, display advertising marketing, mobile marketing, social marketing, for advertisers to find and buy the right person.

Reporter: What do you think of China's digital marketing in the 2015, including programmed marketing this piece will have a big development?

Tangmin: I think there will be very rapid development. Because in the 2014, everyone started talking about programmed marketing. But unfortunately, when it comes to programmed marketing, many customers and even peers put it just in the corner of an effect class, which I think is not enough. Because the whole behavior of consumers today has moved to the Internet, in the process, the Internet and PC have become a good communication, communication channels. How we can communicate this channel to make the client better use is the most important.

So, what we want to emphasize is, how to use the Internet, mobile end as a communication, marketing platform, not just an effect platform. How to use the programmatic marketing platform to help advertisers better find users, using full path data to find users? Previous programming may have thought of just getting resources on ad exchange, but why can't we use better resources, better media and better advertising to help advertisers reach consumers? That's what love clicks on.

Therefore, our whole idea is, how to integrate different data together, using different media resources, different forms of advertising, integrated to provide to advertisers to use, better buy users, reach users, affect users.

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