Big data DSP and digital advertising eraText / Xie Tian large data is not large data, but not a lot of raw data. For large data requirements of the application of the advertising industry's most pressing, \u0026 ldquo; demand-side platform \u0026 rdquo; this IT system is along the general trend of the times to subvert both old and new media advertising business. Big Data era of digital advertising is what? Everyone knows how the Internet is changing the media, and media content mobile technology is not so difficult to understand. But for the media business models evolve, but little known. In most people's minds, from Internet advertising to mobile Internet advertising, and most of the original newspaper KaiTianChuang advertise, there is not much difference. But that is not the case. In the first all media content is digitized by page presented to the reader, the ad content, distribution mode and monitoring methods have also digitized, which brought the advertising industry to put in effect the assessment of revolution \u0026 mdash; \u0026 mdash; Air Jordan 4 Retro it is well known . But then this digital revolution to the IT industry a huge opportunity, and they thus intervene and transform the advertising industry \u0026 mdash; \u0026 mdash; which is relatively far away consumers, and even many advertisers have not figured out this what is going on. Initially, the Internet media set advertising on their pages, and make their own sale. And advertisers with additional monitoring advertising links on code statistics advertising effectiveness \u0026 mdash; \u0026 mdash; at this stage has not yet IT services companies and large data what happened. After a number of medium-sized Internet media will not sell advertising space, to the advertising agency business. And this advertising agency, but also for hundreds of thousands of long tail of small sites proxy advertisements. The ad placement is actually fragmented network content resources. Thus, in order to manage these advertising resources and to optimize the sale of these resources, IT organizations come up with the management of Internet content publisher just and trading systems. Such systems have many different internal logic and algorithms, also came into a lot of tongue-twisting acronym. Broadly speaking, GoogleAdSense also be used as a kind of advertising content publishing system. IT systems based on this business model to serve advertising and monitoring data, the sudden prosperity of the country after the year 2007 from the \u0026 ldquo; precision marketing \u0026 rdquo; heat. Seemingly inscrutable, in fact the main business is its own software development team to do a content distribution system based on a common WEB page and cookie-based data collection system, and then engaged in two Air Jordan 18 businesses: First, the software sell advertising agency heavily dependent on advertising companies or businesses; the second is pulled directly from the advertiser or run advertising agency, where, through their own system to advertising. Strictly speaking, a number of developers in the precision marketing, their hands of the data is fragmented piecemeal, to say precisely how much, in fact, not to mention. It must be admitted when advertising these burgeoning data services to present and future of Internet advertising industry foundation. These content-based IT products released after a few years evolved into the Internet advertising industry commonly SSP \u0026 mdash; \u0026 mdash; the Chinese called \u0026 ldquo; \u0026 rdquo ;. supply-side platforms SSP software can be understood as having a server and multiple clients, the advertising departments can use their clients to buy quick and free media resources and the implementation of real-time advertising; and Internet media and sites may also be used to quickly sell their own client Idle advertising. Of course, there are many different advertising data system access SSP, do not have to be listed. In 2010 to 2012 this period, the domestic Internet advertising basically formed three levels of service: a specified price tag advertising direct sale; unused advertising spaces into the SSP and then distributed to each sale terminal; Affiliate type of advertising distribution. By 2013, it seems that everything changed. Select the audience to select data from both the rise of the Internet a decade ago or three years ago, the rise of mobile Internet, never a lack of aircraft carrier-style super applications. But these traffic and number of users at the forefront of big, in operation since advertising to, but increasingly to traditional. Sina, for example, ten years ago, selling Weibo App start-page ad in the way and there is not much change to sell Home advertising and a decade later. But when the proportion of the budget advertisers increasingly prefer digital marketing, such as newspapers, radio and television way of sale has been far from satisfying the needs of the advertising industry. 2013, to the center of the problem facing all the old and new media, content, traffic and user time in the dispersion, and a myriad of digital media products, but trying to do the polymerization. This tug of war can not wait for the advertising industry, and advertisers having gone through SNS, microblogging, micro letter baptism, seems suddenly collective hang: \u0026 ldquo; I want to buy is not advertising, but people look at advertising! \u0026 Rdquo; then, the Air Jordan 1 popular five years in the advertising industry Bible \u0026 ldquo; I know that half of advertising is wasted, but I do not know which half \u0026 rdquo; in 2013 is likely to be the end off. Terminator is called \u0026 ldquo; demand-side platform \u0026 rdquo; advertising system, the abbreviation DSP. DSP said that the new not new, its logic is not beyond the basic concept of nature in 2007 when precision marketing craze, is that through the data to find precise audience, and the data source is still the browser cookie; but definitely not say that the old old, in fact, even if DSP application is more in-depth advertising agency, whose advertising order amount is not released by the DSP to 10%. The next year or two DSP business, but also accounts for 12% to 15% of the total digital advertising market. For advertisers,, DSP implementation is such a function: in line with the user's own description of the target population will be browsing the web or using the App, you saw Nike Shoes your ad. This means that in the DSP system advertising, may display at the same time to different users different ads \u0026 mdash; \u0026 mdash; it sounds is not unusual, but the rest of this match on the user to precisely to what extent, and how the final conversion result. The problem is not a company can be solved, not even entirely DSP work. Everyone knows that the best computer graduates are attracted to engage the United States to engage in data algorithms to try to pinpoint the user to do more advertising \u0026 mdash; \u0026 mdash; this has been criticized as a result of the current lack of innovation, but also means that the advertising industry other a subversion coming. DSP platform itself is also ongoing technological evolution, which complement the needs of advertisers evolution. Specifies advertising demand from the advertiser to the needs of designated groups in the process of advertising appeals fact, no essential change. Even in the most primitive newspaper Advertising Age, \u0026 ldquo; secondary sales \u0026 rdquo; logic is sold crowd and traffic. However, with the proportion of advertising sold by DSP rising needs of advertisers is a possibility: neither the choice of media resources, nor choose to specify the crowd, choosing instead to specify the data. Of course, at this stage it has not yet come, but at this stage is the true sense of the digital advertising era of big data. Specifically, the present accurate advertising is simply defined by the advertiser audiences conditions, such as age, income, profession, etc. Push advertising \u0026 mdash; \u0026 mdash; it is still the choice of media and audience logic. But DSP power is fully played out, it should be such a scene: the advertiser's specific advertising program is broken down into a continuous flow of data through the DSP match the corresponding data so that advertising continues to occur and form converted \u0026 mdash; \u0026 mdash; this process and traditional advertising forms have been completely different. There is such a case: a luxury car brand to the Nike Shox designated advertising sales goal, to find the matching data flow through DSP system, the final major traffic carrier to determine the end of the tablet-based mobile web and App, the cause user attention and interest, the data tells advertising agencies: the need for an active page and a custom App. So 'NFS15: shift 2' iOS version in China, became a free App. The advertising and interactive creative effect was surprising, the implementation is not thought to be using the data to match advertising content, but advertising content to attract users polymerization into a community \u0026 mdash; \u0026 mdash; the community does not have a specific website , forum or group support, but in the background you can see the DSP and the high degree of similarity of these data aggregation \u0026 mdash; \u0026 mdash; then targeted to launch a test drive and other activities, only to Nike Basketball consume 40% of the advertising budget to reach sales aims. The same case also occurred in the category of cosmetics. DSP not only allow advertisers to find the person they want, more importantly, to provide a vision and strategy for the next advertising and marketing activities. \u0026 Ldquo; find people \u0026 rdquo; this, the second line from the primary objective of advertisers before. Now the situation is that as long to find the right data and follow its logic, more advertisers will be able to complete the ultimate goal of \u0026 mdash; \u0026 mdash; sales, brand influence and even public relations crisis. All in all, five years ago, maybe a digital advertising and marketing is the use of precise target decomposition methodology to digest advertising budget of advertising purposes, while DSP will create a direct target age is the Nike Air Yeezy integration process. Absence of big data revolution and media data products, however, DSP operations in the foreseeable future, the share of the total digital advertising will not exceed 15%. A senior media people believe their own direct marketing direct advertising Internet advertising this year will still be the mainstream, accounting for more than 65%. The key to this problem is that China has not even \u0026 ldquo; data products \u0026 rdquo; concept. Whether or Ali Sina Weibo Taobao, the vast amounts of data is still based on the original shape data exist. The problem in advertising agencies there will not be good to go. In the absence of good data tools, the nature of the data will not be particularly valuable product. This means that all the advertising agencies can only collect first-hand data on their own self-analysis and processing. It sounds backward, but the domestic data services in advertising leading companies, this also depends on their operating SSP and the collection and analysis of user behavior. So become an important bargaining chip competition between advertising agencies on the one hand and data. But objectively speaking, if the third-party data Eco whole industry is not formed, the advantages and disadvantages are only minor \u0026 mdash; \u0026 mdash; after all, as advertising agencies and peer gains and losses are not important, the key is the big advertisers more budget into the big data field house to play. Undoubtedly, both Amazon or ebay, have been providing third-party data products and services. These data products makes the United States more developed digital advertising business, because advertisers can optimize their marketing and advertising strategies through these data, and more trust digital advertising brings results. In other words, the United States has one foot stepped into the \u0026 ldquo; the audience to select data from the selection \u0026 rdquo; the transition. On the other hand, many media organizations for \u0026 ldquo; data products \u0026 rdquo; contributed more Reference. When the media itself has been able to deal with their own initial user data \u0026 mdash; \u0026 mdash; including user description, behavioral preferences, the level of segmentation and demand analysis. Then the access DSP, advertisers are more motivated to take advantage of this new digital advertising system with the media these results. So the media of large data, undoubtedly DSP Kaijiangtuotu a good path. And many foreign media of Chinese websites, as well as large and medium vertical sites have data in collaboration with advertising companies to promote products of data \u0026 mdash; \u0026 mdash; As described above, in the automotive and cosmetics industries with remarkable results. This is an important force to overturn the traditional closed system of digital advertising. On the 60th Cannes Lions International Festival of Creativity community recently held commercial interaction more intelligent become recognized advertising trends. This data support the need for more intelligent. This is the way DSP subvert the advertising industry, is changing the world of IT technology is another case. Author Introduction Xie Tian, a British-peng interactive entertainment co-founder and senior media people. Micro-channel public account: wisdom teeth (zhi_chi) [Welcome to search on a micro-channel \u0026 ldquo; txws_txws \u0026 rdquo; attention to our official micro-channel, 6 a day to miss the wonderful article. ]