Yoyo interoperability early morning: RTB help advertisers to solve any problems?

And information technology news March 22, hosted by iResearch Consulting Group, the seventh annual iResearch summit held in Beijing. The annual meeting of Ereli lasted two days. Many industry leaders participated in the summit forum on the first day for exchange and discussion. The next day March 23, the industry elites on-site multi-dimensional analysis of industry dynamics, share successful experience and unique insights. Yu Yi interoperability product management and business development vice president of morning made a keynote speech.

"From the media point of view, RTB is really a big event, and the pattern of advertising that has not changed in the past ten years may change in 2012," said Chen.

Earlier in the day also said that the real move to start the industry started in the middle of last year was the emergence of two Ad Exchange, including Taobao ad exchange platform, traffic from Taobao Union and Taobao resources, a certain amount of traffic figures, which allows all Chefs docking docking Taobao market in this vegetable market to buy food.

The following is Youyou exchange product management and business development vice president Ling Chen speech Record:

Early morning: Thank you all. This afternoon into a RTB and DSP sub-forum, we also talk about what RTB, what is DSP, I hope we do not think too technical, do not know what to say.

Our industry has been talking about DSP, RTB is a big event both in terms of advertisers' needs and in the media, and may not change in the past ten years in display advertising. In the entire Internet field, in the field of digital marketing, from the advertiser's point of view, from the technical point of view, any subject in the industry chain, such as monitoring, agents, 4A, will change and this year may happen.

Let's take a look at the concepts of real-time bidding and audience buying. What is the concept of audience buying? In fact, or buy CPM, some agents may tell you that you bought is ECPM, effective CPM, how to prove that the purchase logic is different? If not

So we found in the marketing field is filled with a variety of weird concepts. This strange concept derived from a figure - we have seen it, I do not understand. This is an investment company in the United States released last year, a showcase of the Internet industry, the specific name of many companies, simply tell us a few truths, specifically the industry division of labor is very small, each company will have its own areas of expertise, each doing its part Hidden behind this chart is in every unit of each industry chain, their income is maximized, at least with China is like this. The whole industry chain, in support of the landscape behind, in fact, the core is RTB, real-time bidding.

Back to China, China RTB like what? Like a black box, some people say that RTB is not winning CPM, on the DSP, on the SSP, even more different opinions. This area of ​​China is like a black box with a lot of English acronyms, no more than six levels of vocabulary. What do these abbreviations mean and what are the real abbreviations behind these abbreviations? Are some companies actually realizing America's complex industrial chain in China? In 2012, even in mid-2011, we will find that we already have it. So we say 2012 is the beginning of a new story.

In 2012 we saw the entire market participants in the entire industry chain is what, I first play an example, first described the image of the RTB industry chain, before we describe Ad Exchange as a stock market, we RTB described as the vegetable market, Each media is a farmer, this flow is a dish, every day may have 3 billion, 4 billion dishes, DSP is responsible for purchasing and cooking chef, to help advertisers inside the market to buy meat, bamboo shoots, etc., and then made of fish meat Silk for advertisers.

Each audience comes into contact with the media side, began to have a bidding behavior, the market told all the chef said, you have to buy, the chef decided to buy or not to buy, feedback to the vegetable market, the market said okay You give this back to your audience.

Let's take a closer look. The real move to start this industry started with two Ad Exchanges in mid-year. These include Ad Exchange platform for Taobao, traffic from Taobao Alliance and Taobao, and a certain amount of traffic, allowing all Chefs docking docking Taobao market in this vegetable market to buy food. Google has also begun to sell in China, Google sell more food than Taobao sold. Last year in September last year, the chef thought the two dishes could be bought.

Just now MediaV guests also said that in October last year asked what DSP, do not know, but so far, China opened a lot of DSP. We are easy to exchange their own do DSP, next Tuesday will release our DSP platform.

Let's look at SSP, this is the supplier's optimization platform, its role is how to help the media to make more money, no matter who sold to this ad, according to traffic billing. Goodyear may release their SSPs in a matter of a month or two. Looking at the market, we have 3 billion vegetables to buy, and the number of vegetables at the end of this year will grow to 6 billion. This is due to some existing Ad Exchange increases Traffic, there will be a new Ad Exchange come.

China will have 15 DSPs in 2012, DSPs that do not support RTBs may not be a DSP, and we will find that some of our customers who have tried RTBs and have surprised us, whether they are partners around us or ours, Not only game clients, but brand clients. We use 2010 as the first year of the United States RTB. Compared with China in 2011, the U.S. RTB traffic accounts for 3.7% of the DSP traffic, so it will have 354 million. This year China's conservative estimate is 2%, at least there will be 6 billion yuan of the plate.

Let us look at the concept of growth, which is from IDC's report, can refer to. It predicts a growth rate from 2010 to 2011, with the US RTB market reaching 202% and rising to 85% from 2011 to 2012. We can think of China as the United States in 2011. We expect the next two years to be Great growth.

RTB help advertisers solve any problems?

First, the problem of high prices, let's look at some data, the left is the CPI, rose 4% from 2011 to 2012, although we feel more than 4%. Second, gasoline prices, up 25%. Third, the portal up probably Less than 40%. Fourth, the search price rose 75%. Fifth, the price of video media publications rose 100%, with the merger of Youku and potatoes, the figure will continue to rise.

Advertisers are faced with what the problem is, higher and higher prices, quality and quantity of how to have both, often there is not enough traffic quality, late flow rate conversion, C2C, CPS will be very poor.

Old topic, spend 10,000 ads, but half do not know where to go throw.

In the activities of integrated monitoring, closed-loop monitoring, investment in portals, video, search, cross-media traffic monitoring is difficult to speculate, so there is some waste, do not even know where the waste. RTB by the flow of purchase can solve all the problems.

We have 3 billion annual flow, large enough pond, I have ample room for everyone to sway and buy.

About data, this data may come from third-party data, but also from the DMP data, but also have their own data. Data plus a large pool of traffic, in the pool which pick really want to buy the audience. To solve the problem of high prices, RTB real-time bidding, I want to buy only the amount of the way through the auction. Traffic quality and quantity issues, based on the audience to buy, I want to buy must be the person I want to use. Advertising waste, data-based audience to buy, if I act as a car customer, like wedding customers, will not bid. Finally closed-loop monitoring, Ad Exchange integrates hundreds of thousands of media, each audience behavior can be monitored.

DSP1.0, docking ADX traffic, RTB support, dynamic bidding, second-generation DSP, audience data targeting Based on the advertiser's goal, a CPA is $ 40 and how much bidding traffic should charge for real-time traffic In order to achieve the goal of a CPA 40 dollars? Calculated to be this logic. I might get per capita spending data from someone with one credit card data, get demographic data from iResearch, and put the person I want out to serve. For DMP, advertisers need to know is to buy a computer within the last 3 months, DSP began looking for these people, in the 3 billion to find inside the big pool.

The third generation of DSP, SEM plus DSP, plus RTB, video and mobile phones, I personally think so.

Prior to the launch of the Internet advertising, DSP is often based on the historical data of the forerunner racking their brains, after the DSP Internet advertising is based on analysis, data mining.

Finally, make an advertisement, next week we will open a conference, we will show the process of our products and algorithms, we will not say here.

Finally, put a video.

(Play video)

thank you all.