RTB Ads Accurate Love, "price" soaring giant coveted

Mr. Wang recently sent a "dizziness, sleepy" micro-blog, the health of large to pay attention to. Miss Li occasionally stroll around Taobao to see cosmetics, and since then she browsed other websites most will pop out about cosmetics ads. Many netizens may be surprised, but this is not accidental, but RTB ads in the precise "love".

Mr. Wang's experience with Miss Li is not a case, and most users have had intimate contact with RTB more or less. Data show that the RTB ads for the country 2 billion traffic per day to cast ads, covering independent visitors 400 million to 500 million.

Since 2012, real-time bidding (real-time Bidding, RTB) has become one of the hottest topics on the Internet, and it can be seen from its high price of one or two. Industry estimates, 2013 RTB market size will be increased from last year's 150 million yuan to 1 billion yuan.

It is reported that, after a short period of less than 2 years of development, China's RTB industry chain has gradually improved, advertising trading platform, DSP platform has emerged, spawned a large number of wisemedia and other DSP enterprises. And, RTB also obtains more and more advertisers to recognize, the market acceptance degree is improved significantly.

One of the largest DSP platform in China, Wisemedia as an example, it has with Ali mother, Google, Tencent and other more than 10 domestic exchange platform to complete the docking, the daily docking flow reached more than 4 billion, the successful bid for more than 400 million traffic. In the network games, E-commerce and other industries, by advertisers sought after.

"Worth" soaring giant coveted

The potential commercial value of the RTB advertising market that is taking off is emerging. Internet giants are on the go.

Google was the first to launch an ad trading platform and launched DoubleClick AD Exchange in China in April 2012. Domestic, Taobao launched the September 2011 Tanx Tencent is January 11, 2013, the external release of Tencent Adexchange advertising real-time trading platform; 2 months later, the Sina ad trading platform Sax (Sina ad Exchange) also officially released.

It is found that the bat three giant Ali and Tencent have launched an advertising trading platform, Baidu real-time advertising trading platform in July this year has been online to the DSP open.

An increase in the number of independent DSP platforms

For most advertisers, the use of DSP for RTB advertising, to achieve the precision of advertising, so as to help advertising through low-cost, a large number of strategies to complete advertising bombing, this business model, can be said to meet the diverse needs of advertising owners.

The so-called DSP, refers to the advertising demand side platform (Demand Side Platform), on behalf of advertisers ' interests in the RTB market to bid for its matching traffic. In the RTB industry chain, DSP represents the role of advertisers, in layman's parlance, the equivalent of a consumer's broker.

In the RTB market outbreak stage, the DSP platform also springing up. In addition to the traditional network advertising company launched its own DSP platform, independent DSP platform has more than 20. Among them, Wisemedia is a representative enterprise.

According to Wisemedia CEO Zhaoslu revealed that in the independent DSP part, Wisemedia market share of about 30%, the average daily bid flow of about 400 million.