Chuan Yang Wang Yuerong: Real-time bidding under large data

Internet development So far, advertising is still the Internet industry's most important profit model, and accompanied by the Internet massive data and population orientation technology development and maturity, internet advertising from the traditional single, extensive trading model, to the precise and efficient trading model change.

As China's leading intelligent digital marketing engine by virtue of its consistent technical advantages, in the accurate and efficient advertising trading mode of exploration and practice is also in a leading position, the first to launch a large data based on the Adplace advertising trading platform. Wang Yuerong, senior vice president of the company, said that the spread of technology products cover the Internet advertising business of every node, including advertising planning, release, evaluation, optimization, analysis, monitoring, residual flow management, which for the transmission of marketing engine intelligence laid the foundation.

"Intelligent" is embodied in the exact match

If said in the advertisement dissemination through the Internet technical means solves the artificial task is only the intelligence elementary stage, then relies on the big data accurate matching then will develop the intelligence to a new altitude. Wang Yuerong said that the advertising campaign has been from the traditional extensive to precision-type transformation, the transmission of advertising marketing platform intelligence is also reflected in the ability to accurately match the technical system of media attributes and advertising audiences.

Through the Adplace advertising trading platform, advertisers and site owners can be formed to form a precise matching transaction. Wang Yuerong that the extensive form of advertising only select the time and location of advertising, do not consider the audience and the content of the ads match, so that the real audience may only 1% or even 1 per thousand, resulting in advertising costs of the main advertising waste. and adplace platform precision advertising delivery through technical means to solve the advertising and the audience matching problem. As a result, different behavioral preferences in the same site, see the ads are different, because the system according to the user's cookie to distinguish the user with different preferences.

Talking about the Adplace advertising trading platform for the core products, Wang Yuerong that, in principle, Adplace and international ad exchange in the model is basically similar, but in order to meet the Chinese Internet development stage, Chuan Yang Adplace also made a great localization changes, Integrated DSP and SSP platform.

He said that in the European and American internet advertising market, there is a sound DSP demand platform and SSP supply platform. As the main advertising service platform, The Advertiser can set up the target audience, place the location and bid for the advertisement on the platform. SSP as a media service platform, the webmaster can manage their own advertising position, control the advertising display time, set up complementary and so on. Ad Exchange is the Internet advertising trading platform, only to provide the advertisers with SSP entrusted to the management of advertising and traffic, while the DSP advertisers to carry out real-time bidding, to ensure the maximum value of each advertising position.

But in China, on the one hand, most websites do not have their own advertising system, there is no perfect DSP platform for demand side. On the other hand there is no SSP supplier platform and most advertisers still entrust advertising to advertising agencies.

If you just copy foreign ad Exchange features, because there is no supporting SSP platform and DSP platform, then in the country this ad exchange can not operate. In order to solve this situation, Chuan Yang to ad exchange for the localization of the improvement, formed a adplace advertising trading platform, the platform integrates the SSP platform, DSP platform and the functions of ad exchange, to establish a complete advertising trading system.

Wang Yuerong revealed that as a pilot, the current Adplace trading platform in Taiwan has more than 120 customers, covering nearly 40% of Taiwan's media.

When it comes to precision marketing, the important role of data analysis cannot be mentioned. Samedata platform in the transmission of advertising marketing data management platform DMP Link, its role is to the mass of the audience information data integration cleaning as can be widely used in the integrated database, thus directing the entire Network marketing platform business intelligence engine.

Wang Yuerong said the Samedata platform currently has a cookie amount of about 900 million, active Cookie3.5 billion. These cookies come from websites and pages that Web ads have been placed on, as well as cookies from the AD monitoring system.

It is understood that Samedata will be interested in a total of 33 interested in a large class, 168 interest in classes, 857 interest in small categories, using a full range of user interest tracking technology, close to the target audience, complete to the audience segments, and thus to display ads accurate orientation.

"From the Adplace network advertising trading platform, Samedata for the entire auction mode to provide real-time purchase of the audience data." Without DMP, the target audience and individual audience prices cannot be judged in real time, much less the real-time bidding. "Wang Yuerong said. (Ningmeng)