Easy Zhou Wenbiao: Data and RTB are the basis of personalized network marketing

January 9, 2013, http://www.aliyun.com/zixun/aggregation/9447.html ">dcci" hosted the "Adworld2013 Interactive Marketing World" successfully held in Beijing, the event to "big Data" and launched the DA Data Alliance, which aims to fill market gaps, develop industry standards, open data interfaces, and make big data play a more important role.

Easy CEO Zhou Wenbiao summed up China's internet advertising has gone through three stages: a single communication era, based on the media marketing era, based on the audience of precision marketing era. The development of precision marketing also experienced three stages: based on content orientation, based on the orientation of crowd, region, age, interest behavior, and large data and RTB era. The internet has been fully personalized, network marketing has entered a personalized era, large data and RTB is the future display of the driving force of advertising development. Dcci founder Yanping also said that the future of marketing is data marketing.

According to emarketer's latest data show: 2012 U.S. RTB market size of 1.95 billion U.S. dollars, 2013 will reach 3.36 billion U.S. dollars, 2016 breakthrough 7 billion U.S. dollars. China's number is also more optimistic, 2012 China RTB market share of 910 million 9001.html "> RMB, 2013 will reach 2.43 billion yuan, 2016 breakthrough 24.5 billion yuan." The changes brought about by personalized precision Marketing will turn to the audience to buy, thus achieving the ultimate goal of advertising: Everyone sees only the ads that TA is interested in.

RTB Marketing is based on data, easy to currently have 540 million of live audience data, these data are formatted into 22 major categories, 231 products Small category, maximize its role. Easy as the DA Data Alliance, one of the first members, I hope more colleagues to join in, so that data marketing more accurate, more practical.