Programmatic buying trend will become advertising\u0026 ldquo; from 2012, the first year of the program of advertising to date, the program has gone to the value of the purchase from the concept. \u0026 Rdquo; According to iResearch data, 2014 program of ad market reached 4.8412 billion yuan, growth rate of 216.5 percent. In the rapid development of programmatic buying market context, China's advertising industry has entered the era of programmatic buying. What is the procedure of purchase Conceptually, programmatic buying advertising refers to automate the process of procurement and advertising through information technology, which makes heavy use of DSP, PDB, RTB technology, it was also considered a direct purchase program of DSP ( Demand-Side Platform). If there is a user-friendly solution to this concept confused, know the peace: For example, you open a Web page, said Sina good, Kevin Durant hanging above a RTB ad slots, then when the page is loaded this Nike Air Foamposite One ad slot After time, Sina will launch a message to the Exchange platform (say, a good Baidu), said, 'I've got a man to look at the ads, you give me an Nike LeBron ST II ad over it,' Baidu received the news, he would again each access Cheap Nike Free Outlet to the platform to buy his advertising people (generally DSP) Nike Air Jordan 6 Women message, saying 'Here is a Sina advertising to the advertising, how much money you are willing to look at this exposure,' then calculate a pass DSP side, he told a number of Baidu, and Baidu from each DSP out of the price to pick out the most suitable (superficial understanding to the Nike Air Max Nike Kobe 9 EM highest bidder, then you understand that like, the actual situation in general is second high price), the Nike Kobe VIII exposure of this advertising opportunity to the DSP, the DSP and then return to the Sina Ads by side, then Sina finally put the ad out, you saw this ad. This series of process takes place In your time waiting for pages to load in about 1 second, we were all only a few dozen to a hundred milliseconds of processing time, so called real-time bidding. And in this process, the media party or the platform side can tell here about DSP The Nike Hyperdunk 2013 advertising and information of the Nike Air Jordan XX8 user, such as the user is male or female, age, region and Womens Nike LeBron X so on, DSP can do more reasonable bid based on this information and find more in line with the needs of the target group of advertisers. In addition naturally also very to facilitate monitoring of exposure, class hits the target. Advantages programmatic buying roughly speaking, in this way there are two advantages: 1, simple easy advertisers only determine the approximate delivery requirements can be purchased, eliminating the human cost of commercial negotiations 2, precision strike some say is the essence of programmatic buying audience later, this sentence is very accurate, programmatic buying advertising to achieve optimal delivery, abandoned the hard-wide era of \u0026 ldquo; \u0026 rdquo ;, flood irrigation advertisers targeting audiences needed to combat these precision Advantage also allows advertisers are turning to the New World: Procter \u0026 Gamble has 75% of digital advertising budget to make a purchase with the procedures put in, and American Express even improve this ratio Nike Air Jordan 7 to 100%. In China, One shop, Haier, Lu gold were also more or less programmatic buying attempt. Programmatic buying multiple resistance development insiders and big advertisers very high, and a large number of small and medium advertisers simply show interest, some people think it is a new thing, by trying to put a small amount of the budget psychology. Why will this happen? This program involves the purchase of several disadvantages. First, the procedure of the purchase was a new thing, many advertisers do not yet know, some advertisers in doubt their effectiveness. Second, the advertising of transparency is also a problem, especially the mobile side, the platform side really made it difficult to verify advertisers advertising. Finally, one of the most critical issues, advertisers worried that media do not provide high-quality media resources to the DSP. New highly programmed to buy what will be the new highly programmed to buy, to become its next direction of development? 1, Rich Media \u0026 ldquo; programmatic buying + \u0026 ldquo; Currently, online advertising has achieved programmatic buying. And the integration and impact of the program for the purchase of outdoor media, the transition process had accelerated foreign outdoor media last year, Australia's digital outdoor advertising company Val Morgan announced Womens Heels that its PumpTV gas station media network has achieved programmatic buying, all media may be based on real time The audience measurement for automated trading; in May this year, the video DSP company also announced a partnership with TubeMogul outdoor advertising trading platform Site Tour merger, now, thousands of pieces of Chinese outdoor electronic display participate in the program of purchase, the number of outdoor programs Buy era in the offing. In China, in cooperation with the Guangzhou Yoyi Newspaper Group Guangdong media, establishment of Yau-wide advertising technology company that uses programmatic buying digital marketing and traditional media integration. Yoyi also proposed \u0026 ldquo; programmatic buying + \u0026 rdquo; concept, the all-round integration including PC, mobile, video plate, outdoor, flat-screen TVs and other resources, with the Reebok CL Chi Kaze data to create a more complete marketing ecosystem. This concept also recently touted Things upgrade \u0026 ldquo; Air Jordan Outlet all interconnected \u0026 rdquo; coincide. 2, to solve the multi-platform delivery of a well-known effect assessment survey is that a large number of users after watching ads Facebook feed stream generated on the purchase, but never click on ads. CTR does not mean arrival rate, which makes it through the process of advertising effect is difficult to assess the effect of the original number of advertisers on the program of advertising have to wonder if there is no scientific evaluation algorithm, we can not crack the advertiser suspicion. 3, Groupe KEN digital solutions Song Yang, general manager of Star Development PMP think, PMP is \u0026 ldquo; new highly programmed advertising \u0026 rdquo ;. PMP basic form to avoid the major drawbacks of programmatic buying through PMP, advertisers confirmed that he can get high-quality advertising, but can use procedural way to manage advertising, realization of procedures described above many benefits. Three years ago, the concept of the program that most people buy a blank, and now, the program has become a trend of purchase. Three years, from \u0026 ldquo; What is the program of buy \u0026 rdquo; to \u0026 ldquo; programmatic buying + \u0026 rdquo ;, amazing pace.