Journal of RTB in Silicon Valley, USA

Rome is built in a day. The development of "crowd real-time bidding (RTB)" is the innovation market of Internet display advertisement. However, from the traditional "advertising era" into the "crowd age", similar to the purchase of search keywords like a direct purchase target group, is the global market, including China to become the next major trend of internet advertising development!

2012 is the year of Chinese RTB. In order to further explore the successful practice of RTB advertising market, our friends invite some leading enterprises in China, in October 22, 2012 28th, to the Silicon Valley in the United States for a 7-day exchange of research activities, and RTB benchmarking enterprises have in-depth communication, including Google, Facebook , Bluekai, Sharethis, map and Rtbfast, and so on.

The whole expedition has been fruitful, and here I would like to share my personal insights as follows:

First, the RTB market has become an important area for the rapid development of Internet advertising industry. Google and Facebook, the two top Internet companies to visit, have invested heavily in the RTB ad Exchange platform since 2009 and positioned themselves as one of the company's most important innovation strategies. Google estimates that 2015 years ago, advertisers 50% of the display class ads will be launched through the RTB form. More than that, companies with data and technology advantages are constantly crowding into the RTB advertising market. such as the visit of the Sharethis, was originally the United States, the largest user-sharing plug-in company, this year also began to vigorously promote the DSP service.

Second, the development of RTB market in China is deeply concerned by the world. Like many typical "Chinese phenomena", RTB's development in China can be summed up as "late start, but rapid development". Every visit to the company, not only the executive and the relevant team active reception, but also very keen on the Chinese market information sharing. Some of these enterprises have already entered the Chinese market and become the upstream and downstream business partners, such as Google, who are connected with the mutual DSP and friends, and have cooperated with friends to serve global customers in China market, such as map, and some are very urgent to enter the Chinese market, and visit and Product Friends Interactive DSP in a number of areas possible cooperation, such as Facebook, BlueKai and so on.

Third, the development of data, technology and system architecture, as well as the continuous improvement of industry business ecosystem, have provided a strong impetus for the development of RTB market. The survey of Google, the crowd data analysis technicians saw nearly 20, the entire conference room gathered. The analysis of the population data is the important core work of the RTB market; after all, The Advertiser buys directly through RTB is the target crowd. The delegation also felt a strong atmosphere in other companies. BlueKai, for example, is the largest group of data-trading companies in the United States, and recently launched the data-activation system, the data activtion systems concept, to better support RTB advertising. For example, Rtbfast company is the RTB market to participate in the company to provide system technology support, to help solve the market data transmission delay and so on, so that the DSP can better focus on algorithm optimization, and so on. These will undoubtedly interact to promote the overall development of the RTB industry.

The good times of RTB market development have come!

Chepeng

The founder of the Interactive Alliance

2012/11/01