Advertisers’ new song: the future of programmatic business model

Looking ahead to the programmatic future, which is data-driven.

Programming itself relies on technology, but technology cannot help us determine how to trade. In the future, online advertising will continue to move towards the goal of efficiency and accuracy. To achieve this goal, we must start from data-based thinking, optimize algorithm models and transaction models, and capture user behavior, refine the speed and results of the purchase path calculation, so as to guide more efficient purchase transactions. This is also an innovative direction led by the core values ​​of Advertisers who have emerged from the DSP giants.

DSP (Demand Side Platform) has achieved rapid growth in a short period of time, which has made Internet advertisers very excited in the past 14 years. Although last year was called the first year of DSP in China, statistics show that the scale of Internet advertising placed through DSP has reached 910 million yuan in the whole year, and it is expected that this figure will exceed 20 billion yuan by 2016, which means that the industry growth rate will be in triple digits in the next four years.

In contrast, under such a bright DPS market prospect, the homogeneous competition among DSP platform suppliers in the oligopoly market has almost become a foreseeable industry bottleneck. How to stand out with unique core competitiveness in the competition with the same main theme of accurate data systems, leading intelligent technologies and powerful media resources, and add an outstanding melody to the main theme of precise advertising in the Internet era has become a DSP platform with a forward-looking market sense - advertisers focus on and further develop a main theme with unique advertiser characteristics.

As WiFi technology matures and iterates, the WiFi network will become another big data network different from the operator network in the future. WiFi networks are composed of private WiFi networks and public WiFi networks. Public WiFi networks are also composed of many sub-networks with different attributes, and commercial WiFi is one of them.

Commercial WiFi refers to a system solution including hardware, software, services, and operations provided by commercial WiFi operators to corporate customers. It provides free WiFi networks to its customers in the form of cloud + terminal services, and makes profits through hardware charges, advertising push, content operations, merchant services, etc. The emergence of commercial WiFi has made up for the lack of coverage of the entire public WiFi network, and to a certain extent met the networking needs of some users. At the same time, as the underlying entrance for users to access the Internet, it has great potential value.

Commercial WiFi is mostly installed in various business and consumption places, public transportation systems, scenic spots and other places. Different usage environments lead to different usage needs of users during the networking process. Perceiving users' networking needs in different usage environments is also a major feature of commercial WiFi. Advertisers, together with Xiaoyun under Guangyin, and high-quality commercial WiFi nationwide, provide Advertisers with scene-based media covering cafes, restaurants, hotels, bars, cinemas, buses, train stations, airports, etc., including KFC, Star Media, etc.

We have established large-scale operations, covering enough users and possessing huge traffic. From laying hotspots, acquiring users, to generating traffic and advertising, we have built a virtuous cycle system.

At the same time, Internet cafes, as a place that provides Internet access services to the public, have formed a fairly large scale after years of development in China and have become an important part of social and cultural life. Because they have a large and distinctive audience group (according to relevant department surveys, there are 113 million Internet users in China, of which 30% go to Internet cafes to surf the Internet), they also have a very large base of potential advertising resources; but because Internet cafes often develop value-added services on their own, it is difficult to integrate this huge growth advertising resource in the form of gathering sand into a tower to obtain greater value.

On the one hand, advertisers hope to use the Internet cafe advertising platform to organically combine with offline industries to generate multiple profits and efficiently build brands; on the other hand, due to the lack of integration of Internet cafe advertising resources, Internet cafe advertising resources cannot form value. In this context, advertisers have selected Internet cafe advertising media with their keen market sense, and integrated Internet cafe advertising resources in a unique and highly targeted way by combining Internet cafes with online advertising, helping companies to build a new competitive platform for market segmentation strategies for products and services. It is the No. 1 Internet cafe media coverage in the industry, covering 95% of Internet cafe media traffic, and including hundreds of large listed companies (including Shunwang Technology) as media channels. It has a unique delivery network established based on the Internet cafe management system, relying on a strong international technical service team, and broadcasting advertising information through the Internet during the Internet cafe users' computer use, so that it has the characteristics of precise audience, precise targeting, strong visual impact, no interference, and unavoidability.

In the era of precise intelligent delivery of massive data of DSP, which is deeply worried about "bubble", if the technology of collecting local media and optimizing advertising reserve resources is used as ammunition, optimizing the platform's own data processing capabilities, and delivering up to 500 million PV of PC+mobile per day, reaching 100 million independent users, carrying 200,000 bidding requests per second, and processing at least 800G of data per day is used as the vanguard, it cannot be regarded as a special talent in the great wave of DSP. Then the wisdom of advertisers in developing local scene media into a potential audience platform at the delivery end will undoubtedly add color to the main theme of the DSP market in 2015. Will the new song and new singing interpret the resurgence of the big data era?

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.