Chuan Yang Technology: with technology, advertising industry can "lay money"

Chaoxiao Pan Wei Beijing, Shanghai reported that the founder of Yang Technology Wang Jiangang does not want to make the Internet advertising company into an advertising agency, but a technology company, which is why the name of Yang, there is no advertising words, but technology companies. "When professional people do professional things, money will flow in like water." Wang Jiangang The original intention of creating the technology, and he hopes to create an ad trading platform called Adplace that will allow advertisers and suppliers to deliver and purchase ads directly on the platform.　　And the basis of this trading platform is a 900 million cookies on the Internet data, through the network user behavior aggregation analysis, design ads accurate technology track, at the same time, this track can track the effect.　　"If this chain gets through, then the Internet advertising and procurement will become a low-cost market, like buyers and sellers on Taobao shopping," Wang Jiangang said excitedly. Like Wang Jiangang's obsession with technology-creating value, one of his pioneering partners, Mediav's founder, Yang, also described Media v as a company that "relies on technology and product-driven" to "lay money".　　Media V has been investing tens of millions of of dollars in venture capital from Soros. Wang Jiangang and Yang are the founders of the Internet advertising company. 1998 participated in the establishment of a good network, Wang Jiangang is CTO, is also a good founder of the network, the largest share of the shares.　　2008, the Media (micro-blog) to 225 million dollars to buy a good yes, then yes, is already China's largest internet advertising agents and internet advertising technology provider. Since then, several of the core founders have left, continue to venture. And then China's internet advertising market, has been born a group of new companies, active such as easy media, MEDIAV, and so on. And these companies are getting a lot of risky ventures.　　was founded in 2009, the transmission of technology, how will play their own "card"?　　Industrial chain on the combination of the core platform, known as the "Adplace", this layout as early as June 2008 Wang Jiangang left the good yes when it started.　　"The predecessor of Adplace is a kernel program called advisual", starting from the end of 2008, dormant Wang Jiangang in the Java language to write down the core code-at this time the transmission is not established, and the distance is the first line of the code has been 10 years. If the product layout understood as a set of Kungfu, adplace this virtual platform is to be different products to get through to achieve full self-service advertising transactions in the first resort. And the first "moves" is dolphin advertising release collaboration platform.　　Dolphin is located on the Supplier Platform (SSP) and is intended to provide advertising location management and delivery services to network media clients. China News Network became Dolphin's client at the beginning of this year, advertising operations director ZhengTold reporters, "Dolphin advertising process and the Beijing, order management and scheduling requirements are closer to achieve media procurement and distribution system linkage." Chuan Yang Vice President Wang Yuerong before joining, first to Baidu and general manager of the identity of the dolphin system to do the early experience.　　The veteran of Internet advertising, "saw the Dolphin system Windows operating interface and mode of operation, feel eye-opening", while the national advertising system basically stay in the industry list structure stage. Dolphin System Single Set price of hundreds of thousands of to millions of dollars, including auto, Oriental Wealth, China News Network, TechWeb, including 54 industry websites are its main customers.　　Wang Yuerong said, "The vertical industry audience on the acceptance of advertising relatively straight line, preference and acceptance of the degree of proximity." (To be cautious, we still don't want to say this) in the field of accurate advertising in the internet has a classic joke: "The same is gay, why I pop-up Help Pampers, you pop Durex?"　　What is the so-called "precise delivery"?　　The DMP, which boasts a 900 million-cookie database, is recognised by the third party's Analysys International (Weibo).　　"People may have doubts because the total number of Chinese netizens has not reached 900 million," Wang Yuerong explains. "Data comes from multiple screens, and each netizen may use PCs, corporate computers, pad and other devices." Wang Jiangang told reporters, DMP do is anonymous management, "Chuan Yang do not know the user's private information, but through the domestic 50% use of transmission management system website, know 900 million cumulative user browsing behavior."　　"Through this large database for semantic analysis and other ways of data mining, select a matching page for the crowd to launch." Wang Yuerong revealed that in early June this year, Adplace completed the pilot in Taiwan, the overall translation back to the mainland.　　At present, the dolphin system and adplace through the upgrade work has progressed about 40%.　　B is the agent blue sea?　　According to the Network advertising Monitoring report provided by Iris Consulting, the 2011 China Network advertising market scale reached 51.29 billion, from the growth rate and scale, all over the newspaper media, and in the Internet advertising industry chain link, also divided into party a market, party B Market and intermediary agent. We do not act as a party agent at all.　　Wang Jiangang told reporters firmly.　　Run away four years ago Yes, a well known reason, that's good yes in the division after the merger, embarked on an advertising agency business-oriented road-this and Wang Jiangang and others insist on new technology driven by the original intention of the opposite. "Chuan Yang is now a media agent, with all advertisers and party a agent to maintain cooperative relations."　　Wang Jiangang told reporters, "We know where party a needs people." Wang Jiangang to reporters, for Sony a company advertising agency, 8% of the service charge, even if 80 million a year, alsoCan only earn 6.4 million, but need to build a team of about 30 people to service.　　"A business with a gross margin and a low net profit can only be a business, not a business model," Wang Jiangang said. "Why does the U.S. capital market not recognize the agent of party A, because throwing money in is not as good as a real estate trust fund."　　From Google's acquisition of DoubleClick, to the recently listed mobile internet company Millennial Media, the U.S. capital market favored by the Internet advertising companies, most of them do is party B agent. Then, to high value-added technology driven to do Party B agent, the gross profit margin in the end how many? "At least 40%", says Wang Jiangang, an investor who thinks the data is too conservative, "it's no problem to reach 50%."　　"Domestic media resources are relatively surplus," said Liu Dalong, an analyst with a technical approach that can help in the long tail of the flow of advertising, relatively small, direct income. Compared with the easy media and good yes these two same layout party B market competitors, Wang Jiangang that the characteristics of the transmission is the remaining flow pattern, flexibility is stronger, and the former use of the package segment media model, "earlier is more popular, but if the financing setback, will be directly affected by the capital chain." "In fact, 90% of the revenue is from brand marketing," he said. The investment director Fu Juan, who is in charge of the investment of B-round financing, believes that it depends on the brand's own demands, "such as a financial company, it does not need 4 A to do a very cool ad, only in the media pop-up a thing, 4 a company is not needed." "From 2010 onwards, Chuan Yang will be this set of party B agent model at a very fast speed to copy to Chengdu, Changsha, Chongqing, Xi ' An and other second-tier cities."　　Liu, vice president of second line development, told reporters that Chengdu, for example, has conquered 35 of the city's advertising orders, and from these cities financial system breakthrough, through the capital flow to grasp the situation of other local industries. For second-tier cities in the distribution of the position, Wang Jiangang said, "This is in addition to Adplace, our other big engine." Transmission of the products on the line, there are special for the second-tier design of the TG Media Joint collaboration marketing platform.　　"We would like to prove that the local agent to provide the best party B agent technology." "Whoever wins in the second-tier cities wins the first place in the whole of China," he said.　　Wang Jiangang said.　　Risk: How to control the pace of expansion "the market will not become clearer until the next according to the Analysys and the analysis of consulting institutions such as the Internet advertising marketing industry, the industry chain subdivision has just begun, and recently came the news that the U.S. market is blocked by easy media, so that the future of the industry is not clear. A delicate time pass, the parties look at the mood is obvious, and Chuan Yang at all costs, at the risk of falling profits, push adplace ad free trading platform, trying to get through the product line.　　How this action will be fermented in the future has yet to be tested. Wang Jiangang that the concept of self-service trading platformNow, in China is a matter of day and night--this model, in the United States is already the mainstream, about 50% of Internet advertising through the implementation of autonomous trading. "But there is no need for artificial advertising transactions, for the Chinese businessmen accustomed to the human business, is it like a myth?" Some people questioned Wang Jiangang. The founder of the technology ideal is not puzzled by the situation, "although we hope that, but the situation in China is that about 70% or 80% of the business is not completely transparent."　　"Wang Jiangang said. He told reporters that at present China's total self-help advertising transactions in the proportion of nearly 0, the next five years is expected to account for 10%-20%, and the United States is still far from.　　Even if you want to define the market boundary with one force, "but need a long-term training process, come to this step by the joint efforts of the whole industry".　　Xiang Feng Investment managing director Choon in an interview bluntly, "Although the future growth of the yang will be placed on the adplace, but if the overall maturity of domestic internet advertising is too slow, sluggish development, the launch of the platform will be affected by a large environment." In other words, if you go fast and rely too much on new technology, you may be exposed to the risk of leaving the market real environment.　　Technology is difficult to cash out, is a general concern of investors.　　The suggestion from Vertex is that this overly low-key team needs to improve its marketing capabilities. The other is the risk of "accumulating too slowly".　　In the field of advertising transactions, there are Google, Taobao such a large flow of platform, Liu Dalong said, compared to them, transmission of the trading resources, although the advantages of differentiation, but the flow is still limited. Fu Juan presents a hidden danger from the data side, "After all, it is important to get the data from only a limited number of media and how to grab more media resources faster." In addition, Fu Juan also advocated "the benign development of the industrial chain, do not let the whole industry into a bubble", do not agree with the company in the industrial chain crazy to pursue market share.　　As early as in 2010, the former CEO of Xu Peng to attend the Dark Horse camp in the first phase of study, the other students have been to him to shoot bricks, reminding the spread of the rapid development may be accompanied by worries. Analysys International analyst Dongxu said that the domestic Internet industry chain, not only spread around the layout of the Yang. "is far from forming a market segment like the US." There are also comments inside the company that "a business that focuses only on one link may have been starved to death." ”