Media owners on the supply side are in urgent need of a range of solutions

If 2013 is the first year of programmatic DSP purchase, then 2014 will be the great year of programmatic trading. As DSP, ATD, Ad Exchange and RTB become hotter and hotter, advertisers and agencies have all devoted themselves into the new Digital advertising era. Faced with the maturity and diversification of demand on the demand side, supply-side media owners are also actively adjust to deal with, in order to better meet the procedural needs of advertisers transaction needs, but also to follow the trend of media to enhance their own value and optimize revenue, the supply side Media owners urgently need a range of solutions.

Recently, a conversation between AdExchanger.cn and Wang Shuai-min, senior vice president of EasyMedia, China's largest multi-screen integrated digital advertising platform, should be a good medium to help media managers to solve their worries and eliminate worries. "Easy Media has long started to deploy end-to-end business and has unique advantages in data, technology and enterprise-class technology solutions. We can help media hosts do three major things: advertising management, resource realization, As well as the value-added data.Only if the media firmly grasp these three aspects in order to give full play to their advantages in programmatic transactions, and continue to enhance the media value and maximize the benefits. "Wang Shuai introduction.

According to reports, easy media has completed the strategic layout of the media side, the full launch of the tailored supply-side program for the media technology solutions.

AdExchanger.cn: So easy media need to do for the media these three major specific how to operate it?

Wang Shuai Min: First, advertising management. AFP, our advertising management technology platform for media owners, not only covers resource management for advertising space, scheduling and inventory, but also involves media planning, orders, creative advertising management, and reporting management of advertising delivery. Workflow management. AFP In fact, we have already laid out and improved this part as early as 2010, and now nearly two hundred media companies are using our AFP management advertisements. Easy Media AFP helps media owners maximize operational efficiency through scientific media inventory management, intelligent ad serving, cross-reporting with multiple dimensions, and efficient operational processes.

Second, resource realization. There are several ways we can help the main media resources come true. One is the direct access to our easy-to-media SSP platform to bring resources into the SSP platform. Because of the end-to-end business nature of Easy Media, joining our SSP is like To the media traffic suddenly find a good thousands of potential buyers, but also are brand customers, we have more than 300 projects at the same time every vote, to help the media maximize advertising revenue and increase revenue. Other larger media groups often choose to own their own private markets, and we can serve as a technology provider for media groups that not only allow the media to reach premium advertisers directly, sell the brand premium, but also dock directly 4A group ATD or DSP, or reproduced third-party advertising platform, to achieve revenue optimization across multiple channels. At present, we have successfully helped a number of large media groups to set up private trading markets. All in all, we will fit the media owners' own needs and conditions, rationally plan the services required by the media and enhance the liquidity of media resources in all aspects.

Third, value-added data. Everyone is talking about big data, but big data combat but we fight a lot, DMP data management platform is not only a good helper for advertisers and agencies, but also the most useful tool for media owners, not only can help the media A clear understanding of who my users, and the original content of the planning direction is the same, but also optimize the media content, related content recommendations, increase user stickiness. In addition, DMP data also plays an important role in increasing the value of traffic for private trading platforms (PMPs). The precise breakdown of DMP's population data allows PMPs to include more precise crowd attributes such as behavioral characteristics when sending requests to the DSP , Etc., so that DSP can more aware of the value of the exposure, which issued a more reasonable price, usually higher prices. Further to say, DMP can also tap the potential advertising industry / advertisers, help business decision-making, improve media revenue, etc., to put it plainly is to enhance the value of the media itself!

The face of programmatic trading needs, easy media tailor-made for the supply of rich and comprehensive technical services, media owners can be involved in the program without any concerns sale, enjoy advertising management, resource realization, value-added data services. Wang Shuaimin said that Easy Media provides media owners with comprehensive and unique media solutions. Currently, Huawei has attracted nearly 200 mainstream media companies to establish an enterprise-level system on the supply side, managing an average of 3.6 billion daily traffic and fully cooperating with the media enterprise level Solutions and help guide business decisions.

AdExchanger.cn: So, what is attracting the media have chosen easy media cooperation services, what are the advantages?

Wang Shuai Min: In fact, Easy Media itself is a technology-driven company, we are committed to becoming an important force in promoting the development of digital advertising technology in China. Close and friendly cooperation with the media has also been 7-8 years of history, it should be said that with the media and easy media, every Campaign cooperation we are constantly learn from each other nutrients, rapid development. So close friends know each other's needs and problems the most, so in every digital advertising development of the leap node, easy media can be the first time insight into the media, the fastest time to provide strategic solutions to balance the steady supply and demand at both ends go ahead. It should be said that before the mass media advertising management, resource realization, value-added data for the media to achieve the programmatic transaction has been stored for many years of experience and resources, these advantages can be clearly sorted out:

First, the leading technology at the bottom. All the core technologies of E-media are developed independently. From the very beginning of the company, we realized the value of massive huge data, and the great challenge to data processing and storage. Therefore, in 2007, our CTO Cheng Hua-Yi set up a dedicated data team, responsible for research and development of data processing products, and later we set up an infrastructure team responsible for building a distributed platform architecture, data processing systems, algorithms and a series of foundations Architecture and research work. And after so many years of actual operational test, we are now more stable and scalable technology than the underlying technology.

Second, to integrate cross-screen traffic. We are very multimedia partners are in the PC and Mobile end of the layout, can only be integrated at one end of the flow system can not meet them, of course, is a comprehensive and rich multi-screen enterprise-class solutions to better help them manage and cash.

Advantage three, end to end strength background, income worry, but also optimization. In fact, the most important thing for the media owners is to make money from resources realization. If you join the SSP platform or build a private market, you can quickly see that the revenue is the most concerned about by the media. One advantage of Easy Media is that we ourselves have a lot of customer resources that can seamlessly access the media to the upper reaches and directly take the budget down. Of course, I said earlier that we also provide a wealth of income optimization features, to the media can bring real visible benefits.

Advantage Four, well-established brand sales system, promote brand customer sales, enhance the media value. This point is very important, I think in the entire program industry DSP company, only our company is the best brand marketing, 90% of our customers are playing brand promotion, how to do this brand marketing theory that we can share To the media, in the future to pick up more brands list.

Five advantages to help the media guide business decisions. The complete set of solutions we provide to media owners includes not only the traffic but also how the data can be used to mine the value. I will not repeat here. As mentioned in the previous data-enhancement part, the media can manage its value through data management platform Upgrade, develop more business opportunities, and finally can stand very cattle to earn money!