Dingdao: Talking about several major advertising alliances in China

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

Turn to the dictionary to see the definition of the alliance: a group of two or more countries forming a Covenant for joint action. Also refers to the Union of individuals or groups and classes. "Heaven poetry election • Sanhe water song" II: "The Earth out of the three-river, the Jieyi Alliance brothers more." "Kang Youwei" Datong book Second chapter II: "The same body, the same force of the Union state, but also with the state and teach the same kind of alliance followed." ”

This period of time on the definition of Advertising Alliance consulted some of the domestic advertising Alliance friends, at the same time understand the development of the domestic Advertising Alliance, the answer to the different, but the combination of meaning is this: advertisers in a website advertising, and then more and more advertising, their own digestion of so many ads, In turn this part of the ad let some small and medium-sized website to digest, then that one site, I simply set up a league, and then the ad League came out, and then we found that this alliance site to make money very easy, they do not have much effort, to do a middleman, earn a point, so more and more people to do the advertising Alliance, So now the advertising alliance is rampant.

Ding that the value of the Advertising alliance is not to solve the number of stationmaster's livelihood, nor is it to digest how many ads, create how many show. and its existence value lies in the platform, the Advertisement Alliance healthiest Development pattern is the platform, the Internet needs the advertisement Alliance is one to provide the information, the exchange of needed, the supply and demand complementary platform. Maybe we're not very good with the word platform. I give an example that is not very appropriate: Zhang and Doe live a street, Zhang is selling vegetables, and doe want to buy vegetables, but Zhang three don't know doe want to buy vegetables, at the same time Doe also don't know Zhang in selling vegetables. Zhang suffer from vegetables sell not go out, doe suffer want to buy food but don't know where to buy! In this way, the relationship between supply and demand is formed, but there is no market (platform) to solve this supply and demand. Finally, the street supporting the square built, Zhang put the dishes in the square to sell, Doe Street walk, finally saw the Zhang of vegetables, and then smoothly completed the transaction. However, the bigger surprise is still in the back, Zhang through the square stall not only sold to Doe, but also sold to other people, and doe not only to buy Zhang dishes, but also to the Harry stall to buy oil, Zhao Liu stall bought cloth.

In this example, it is clear that the square is equivalent to the Advertising Alliance I am going to talk about today, through which you can trade in products or services. This is not the end of the case, and it was later discovered that the square was good, the annual rent management fee can make a lot, so this street has become a "square" after a period of time, many of the street residents opened in the morning found that open the door is a vegetable stall, shouting, and the price than in the square to buy cheaper. Many people went out to buy food and saved the effort to go to the square. Later in the residents of the door stall more and more, resulting in oversupply, gradually these stalls closed a lot. Of course, some of the smart stall bosses, unwilling to withdraw from this, so have a distinctive feature of the other mode-supermarkets! After the supermarket opened, some people enjoy high quality, began to patronize, because the supermarket products, although the price of expensive points, but the quality and credibility of the guarantee, rarely appear Shoho ( is also the grassroots stationmaster often says "the deduction quantity")! Later slowly, after several years of development, the square, supermarkets, street stalls have their own patronage of the different levels of residents, the situation in this balanced development.

Well, back to the subject I'm going to talk about today. I think the current advertising league in China and the example above, there are three pyramid levels, in the first layer is Google, Baidu, Ali these major alliances. On the second floor is the results, the nine wins, the Dark Horse, the V2AD alliance at this level. On the third floor is a certain league level!

First of all, Baidu, Ali, Google these three major alliances. These three major alliances occupy more than half of the domestic advertising league market share, whether in terms of size or influence, the domestic is currently the top three. None of the three are backed by well-known internet companies, but also the kind of large flow of internet enterprises. The review articles on these three major alliances are very much on the web. (Recommend Webmaster Network This article: Talk about Baidu, Google, Ali mother three advertising alliances and networks, analysis of the more comprehensive in place)

Then is the second ladder, the second ladder, to nine win, Dark Horse, V2AD Alliance of these major alliances as representatives, there is no big gap between them, and not too core competitiveness, it is difficult to surpass the top three, but it is very easy to be overtaken by later. These three alliances are basically not like the three major leagues that are mentioned above, are relying on their own efforts to start, step-by-step development, in the Webmaster Circle has a good reputation, and soon each of them gathered tens of thousands of of the webmaster to participate (although the station group and refuse station for many), and the entry threshold is not very high, Many adsense by hanging the above several major league ads, make some money, the flow of liquidity. But the alliance is a platform, not a charity, and the development of alliances is guaranteed by profit, so this time the webmaster most worried about the "deduction amount" happened, through the deduction of the amount so that the original lack of profit of the alliance has been the opportunity to survive and development, of course, this may be someone to "alliance income by the difference, low buy high sell to make money" This contradicts me, but is it really a profit based on the difference? This point webmaster can be the identity of advertisers to contact the major league leaders, general webmaster 1000ip/4 Yuan to get the ads, the league website and advertisers as long as 1000ip/5 yuan, just a dollar difference, It's obvious that the affiliate Web site doesn't have enough to spend on servers, let alone make money. So for the Alliance website, sometimes "buckle volume" is also helpless. Dingdao Point of view: if the small and Medium-sized Alliance does not change its operation mode and the profit model, but relies on "the deduction quantity" to obtain the income, then will cause the lays, but the Baidu, Tencent and so on Alliance's development platform step by step development, the small and medium-sized Alliance market share will be several big giants gradually eats up!

When I wrote this, I tried to contact the relevant leaders of the above Alliance for more detailed information, but due to the holiday and other reasons, only to contact the V2AD Union's head ding. I asked him: "Your alliance does not look very special, why so many webmaster will join your alliance?" Ding MoU is very straightforward told me: "Very simple ah, in the premise of rich advertising resources, we do not have the amount of ah, although not how to do propaganda, but more and more webmaster to join our alliance." And we have to develop ourselves, we need money, and this part of the cost is passed on to advertisers. Although so, but our side of the fight against cheating has never been soft, stationmaster most of them are very self-conscious, can make The advertiser's advertisement get true exposure and click, thus formed the ecological balance. We also slowly do up, although not how much money now, but we believe that our current way of development will certainly be more and more webmaster and advertisers to accept, if we do a certain amount, even can carry out wireless value-added services. Of course, this is the future. "Here, Ding hope that all China's small and Medium advertising Alliance can develop healthily and maintain ecological balance."

In addition to the above two steps, it is necessary to mention the bottom of the pyramid, that is, the base of the pyramid. This type of alliance represents more than 90% per cent in terms of quantity, but it does not add up to more than 10% per cent in terms of share. The representative web site has such a website and So-and-so web site, as well as a certain site (here will not call, roll name, everyone will say I advertised). Cheating, deduction, and making money are the main themes of this type of alliance and the participation of the webmaster, this type of federation generally lax management of cheating (in fact, open a blind eye, and even the bottom of the heart to encourage, anyway, the loss is the banker, do not take "in case the advertisers found not to vote how you do" to persuade this type of Alliance leader). Because this kind of alliance for stationmaster, the entry threshold is very low, can also attract some stationmaster, stationmaster comes in, receive advertisement, then brush flow even buys flow, money is born money. This time the union carries on the deduction quantity, also does not have any moral pressure, everybody knows clearly. and advertisers (most of them are small game manufacturers, and even most of them are small workshops of 35 people) have no professional monitoring system, so there is a large number of alliances to exploit. Dingdao teacher speech: So, the lowest level of the alliance and the participation of adsense and advertisers, forming a balanced ecological circle, each of them because of interest, come to a piece, hold into a regiment. But the end of the bill, or--user!!!

In fact, any way of the alliance, the real most profitable or advertisers, the reason is very simple, advertisers are facing customers. Even jump out of the advertising Alliance, look at the entire Chinese Internet, face the user's business is always the most profitable. IDC to provide the server Taobao, but Taobao than it makes money, discuz to many web site providers, but these sites than discuz to make more money, the same, outsourcing companies, instead of purses companies to make money. Now the whole industry of China's advertising league has too many needs to standardize and improve the place, this need to put forward a lot of suggestions, common discussion.

Today is January 1, 2011, New Year atmosphere, I wish you a happy New Year!

This article only represents my personal opinion, welcome to send me an email discussion, my mailbox is dingdaoshi@163.com!

PS: Many provinces are holding an Internet conference, first Henan, then Shaanxi, and now Dongguan! I was in Taiyuan, when Shanxi friends gather? Even if only 10 or so friends get together!

Finally, I hope that we can pay more attention to Dingdao's microblog: http://t.sina.com.cn/1683944064/profile