The programmatic advertising model is not unfamiliar to many people. Compared with the traditional package contract advertising, the programmatic advertising transaction mode has outstanding advantages such as precise reach, openness and transparency , which makes this type of advertising delivery model from After being introduced to China in 2010, it has rapidly prospered.
However, programmatic advertising is still worth understanding and thinking about the principles behind its model today, because with the gradual improvement of the digital infrastructure of enterprises, the development of Martech marketing technology is gradually approaching Adtech advertising technology, which is favored by brand owners. After in-depth study of Martech marketing technology, it can be found that many concepts and technical principles have borrowed from the form of programmatic advertising.
In addition, the boundaries between Martech and Adtech (advertising technology) are gradually blurring. Many domestic star products in the Martech field, such as Huoyanyun and Feiyu, have begun to be highly integrated with major advertising trading platforms in terms of product concepts and functions.
In the first half of this article, I will focus on introducing the concept and principle of programmatic advertising technology, and in the second half I will summarize its reference and application in the field of marketing technology.
First, the background of programmatic advertising technology
Programmatic advertising originated in China in 2010. A careful analysis of the timeline shows that its development path almost coincides with the outbreak of the domestic mobile Internet, which actually has a lot to do with the Internet ecology at that time.
The first is that the domestic PC-side portals such as Baidu and Sina had already formed a certain user scale. In order to seek a more efficient business monetization model, a programmatic advertising trading platform was launched during the same period.
In addition, the "traffic thinking" in the mobile Internet era gave birth to several later Internet giants. These Internet products have a huge user group, so online advertising has become the main monetization model for Internet star products.
From the perspective of technology, the maturity of big data technology has also made it possible to target targeted audiences and launch refined advertising strategies such as ROI (return on investment) calculations. Due to the distinctive features of programmatic advertising , which is highly online, standardized, and large in data volume , big data technology makes it easier to implement strategy optimization, and can directly affect product revenue.
Now all walks of life are talking about artificial intelligence telemarketing list and big data. In fact, few industries can have the natural attributes of technology landing telemarketing list like the online advertising industry. Therefore, among all application scenarios of big data, the market is the largest and the most mature. Still programmatic advertising, and the entire online advertising industry.
The definition of programmatic advertising
In the early days of Internet advertising, if advertisers (that is, traffic demanders) want to place advertisements, they need to intervene manually and negotiate a price with the media side (that is, traffic suppliers, such as Douyin, Kuaishou, Bzhan and other platforms) Display time, this kind of traditional Internet advertising model is called contract advertising.