What are the barriers to mobile RTB advertising?

On July 18, at the Mobile Marketing RTB Salon held by GWC, ANOVA, the largest mobile advertising platform in China, shared some exploration experience about RTB and pointed out that at present the prospect of domestic mobile RTB is bright and the road remains the same tortuous.

The Salon, Anwar media based on the previous case encountered in the media to run, programmatic purchase problems were summarized, the current RTB in mobile advertising need to address the three issues.

Effect index diversification

Currently in the mobile terminal, advertisers demand relatively diverse indicators, display, click, download already can not meet the advertiser's effect needs. Different from the statistics of industry advertisements such as download and activation, brand advertisers have more needs such as inquiry coupons, user's phone calls, interactive participation, O2O, gathering information, social media communication and the like, and at the same time, There is also a clear demand, consistent with its own brand tone, which are contrary to the programmed purchase of RTB, to the media.

Cross-media data connectivity

Brand advertisers have a wide range of performance evaluation indicators, optimized by the mobile advertising platform delivery, then the data can be used for real-time optimization can only be limited to their own advertising platform, in-App advertising plug-ins, to crawl Is the behavior track of the user in the advertisement page, as well as the UDID of the device and the location light information, but can not obtain the data information of the user for browsing the content. This is different from the data capture by the PC Internet through Cookies , So you can only judge from the behavior of the track rather than the content of the user's attributes.

At the same time as mobile advertising in the assessment of the effect, a lot of data is generated outside the mobile environment, such as customer website data, customer service phone data, offline dealer data, etc., these data in a shared pool Accurate play the role of RTB, which requires more in-depth technical work done, these are very big challenge.

Diverse ideas in different mobile media compatibility

Different mobile advertising platform or App media can support different advertising characteristics, Anwo mobile advertising platform can now support language interaction ads, voiceprint recognition ads, image capture and identify ads, etc., these features are not all mobile ads Platform or App media can support. So RTB for the existing mobile advertising market environment, will face only the most basic and simple form of advertising for advertisers to choose.

Although the direction of RTB is very good and clear from the long-term trend, brand advertisers also tend to accept RTB. However, there are still many problems to be solved on the road to realize and there is still a long way to go.