Good to get married. Advertising technology company

Good work is better than good marriage and good marriage. This proverb, used in the current advertising technology companies, perhaps the most appropriate.

There's never been much news in this field, at the beginning of the new year, another blockbuster came out: the core advertising technology company Easy Media announced the acceptance of Ali strategic investment, the latter is considered the bat three large data resources and cloud computing ability of the most powerful players, which may trigger the advertising technology industry a new round of change.

Ali to the easy media strategic investment confirms the top June in September 2014 to make the industry pre-award: In the next six months, bat three most likely to invest in mergers and acquisitions leading independent advertising technology companies. In fact, since 2014, there have been many cases of investment and mergers in this field, especially with the investment Madman label to "Jing-chan, Admaster, bi-Hop, Love Click" and other advertising technology companies concentrated procurement performance, and technology and godfather are the key to enhance the strategic competitiveness of these advertising technology companies.

Through the phenomenon, comb the law. Top June will be with you today to pick up a steak the recent investment or acquisition of those advertising technology companies to see if their married life is happy and harmonious.

Business and capital oriented: receiving industry upstream and downstream company investment

Mediav, Jing-chan, Choi Hop, love click And so on these advertising technology companies have a similar point, that is, investment companies and their relevance is relatively high, such as 360 is focused on antivirus and search, the profit model is also advertising, MEDIAV can further enhance the flow of 360 of liquidity; Another example is label, although the blue mark was mainly public relations business, at the end of 2013 the Blue Cursor Public relations agency has officially changed its name to the Blue Digital marketing agency, which shows the determination of its business transformation, and the addition of these advertising technology companies is just a short time to quickly improve the ability of the blue label in digital marketing.

For independent advertising technology companies, in order to achieve greater strategic space, with more customer resources or media resources to achieve strategic cooperation will quickly enhance business competitiveness. Because from the whole advertising industry chain, advertising technology companies involved in the link is only a small part of, although very important, but it is in the competitive environment is very large, not only the traditional agents of the strong offensive, such as the Acer Group has programmed to buy the department of--accuen, And recently its mobile marketing brand Airwave and online private program to buy a platform, while there are a large number of peers Tongshicaoge, a little circle of people know in recent years, advertising technology companies springing up, the competition between its industry is how fierce.

There is no difference in technology, the data is no stronger than other home, how long to survive it? This is an independent advertising technology company long-term development may face the dilemma, find a strong industry upstream and downstream companies to become a backer, as a part of its platform is a good choice.

However, at this time for the original management and capital side are facing a common challenge: how to ensure that the relative independence of the platform does not become a parent company's marketing technology department, to prevent the company's development pattern is weakened, which is the primary focus of advertising technology companies to consider the issue.

Pure money-oriented: Accept capital injections from companies with little business relationship

It's good to find your own company, but under the pressure of capital or management, advertising technology companies will inevitably appear "forced" phenomenon, committed to those who are relatively unfamiliar with digital marketing or to the business layman, such as the Hundred-Edersch acquisition of 51% stake in nearly billion, Hunan Radio and television 167 million yuan acquisition pointing media parent company 51% Equity, long its software 480 million wholly-owned acquisition point into the media, the parent company billion shares 100%. Compared to 360, the blue label, regardless of the hundred-Vision, Hunan radio and television, or long its software, in fact, they and advertising technology companies have a certain business differences in the integration of a certain degree of difficulty, advertising technology company only to get the capital is likely. At present, in addition to the news of the release of capital injections, these companies and the companies that injected them have never heard any news, which confirms the pure-money-oriented purpose.

There is also a special case where a third-party advertising technology company such as Admaster accepts the blue-label investment. It looks like the marriage is the same. However, as a third-party marketing data monitoring agency, its independence, credibility or will be challenged after being invested, especially when providing the relevant monitoring service for the investment company's customers, how to dispel the doubt and guarantee the greater development space of the invested company also test the wisdom of both sides.

Data-oriented: Internet giant and digital advertising technology Big Coffee

The most recently focused on the strategic alliance between Easy media and Ali, and their powerful combination presents another data-oriented investment: Ali in the cloud platform, large data has accumulated many years of experience, especially in transactions and credit data has a strong advantage, and easy media and its Tradingos platform in the enterprise application has a leading technical experience and open concept, Ali and the media high-level strategic pattern view is indeed far more than other advertising technology companies "marry" the protagonist of the case, and their collaboration is expected to lead to a new round of digital marketing changes.

Can advertising companies exist independently? How to choose their own partners? How to make a balance in the mutual game between the business and the capital, and then get the big survival and development space? Similar problems will continue to be solved in 2015 and will continue to change the pattern of the industry.