Set Austrian aggregation chief marketing Officer Deberi: 2015 programmed purchase gradually become mainstream

Speed Network January 23 review (Dingjiangyan) in the big Data age, marketing is becoming more and more accurate, and almost all advertisers and channels are trying to improve the portrait of the user as much as possible. Earlier, the collection of non-cookie data has been used by the foreign mainstream social platform, and began to apply to the network marketing, now, the relevant technology has become increasingly mature, and is promoting the programmatic purchase of the brand.
January 16, 2015, hosted by DCCI, Iworld Interactive Marketing World * Data Planet *d Star 20 Annual meeting held at the Beijing National Convention Center, as a non-cookie large data service provider, set Austrian aggregation (GEO) The chief marketing officer, Dr Deberi, said in an interview with the fast-transit network 2015, the collection Austrian polymerization will continue to explore the non-cookie data to do a variety of network marketing applications, enhance the large data technology to enhance the ability of network marketing, at the same time, continue in the process of buying a wave, for advertisers, agents, Internet media, Financial enterprises and other relevant institutions provide user multidimensional data insights, real-time advertising and private DMP programs.
Aggregate Deberi: Non-Cookie large data application accelerates the process of purchasing  

2015: Programmatic buying is becoming mainstream
for the past 2014, it is usually considered the year of the Chinese brand programmed purchase.
The so-called programmatic purchase, refers to the digital platform, on behalf of advertisers, automatically execute the process of advertising media purchase. The opposite is the traditional way of purchasing human resources. The realization of programmed purchase usually relies on the demand side platform DSP and ad Exchange platform, which includes RTB real-time bidding mode and NON-RTB non real-time bidding mode.
Now, in the United States, programmatic buying is now mainstream, especially brand advertising, which will become mainstream by programmatic buying, and secondly, the huge potential of programmatic buying comes from brand customers. Insiders believe that the next five years, online advertising will be a huge change, and presents three major forms of online advertising: Content-led, social-driven and programmatic purchase.
Although the brand programmatic purchase is the trend of the general situation, but the mixed resource environment, the diametrically opposed bidding rules, unrealistic measures of the measurement of the brand advertisers can not devote themselves to the program of the tide, the media are not expected to return, more reluctant to release more high-quality resources. The market can only fall into a vicious circle.
In fact, both for advertisers and for the media and advertising companies, programmatic buying will greatly improve their efficiency, but how to gather more channels and data, is a programmatic purchase must be a hurdle.
Non-cookie data promotion programmatic purchase ROI
According to Deberi, set Austria as the export of data, has been docking a variety of mainstream platforms and media traffic, in the data sourceis mainly non-cookie data. Because non-cookie data is more time-sensitive and more directional, the efficiency of programmed purchase can be greatly improved by combining data and media platform.
Currently, the source of network data is generally divided into two parts: cookie data and non-cookie data. Cookies are code that is implanted in the browser by the media to track the browsing behavior of each end user, mainly from the PC side, rather than the cookie data, which refers to all data except cookie data. In comparison, cookie data record data information is limited, and many e-commerce sites, social networking sites and other cookies data, especially on the mobile side, cookie data can not play, compared to the large amount of non-cookie data, data dimensions, more real-time data, And with the popularity of mobile internet, non-cookie data is faster and more space for application.
compared to cookie data, the analysis and processing of non-cookie data really counts as large data. Therefore, in 2012, non-cookie data has become Google, Facebook's focus. Geo has also been committed to the development of relevant technology and product building.
Deberi said that by working in depth with Sina, broadband service providers and E-commerce companies, the source of non-cookie data was broader. Geo also specializes in the development of non-cookie large data management platform--dataquate, which provides all-round functions from information collection, data mining to trend analysis. In the programmatic purchase, set Austria this January again upgraded Adirect Love Platform G2 version, make it a public platform for small and medium enterprises and agents, the platform has achieved the data and media docking, customers can be based on the needs of their own launch.