Apr 06, 2022
In Pickleball Desires
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. Nowadays, because this advertising model is a black box in the process of delivery and bidding, the risk control problems such as cheating of delivery data brought about by this model have not been solved. The tightening makes it more difficult for the platform to obtain user data; the superposition of the two makes the future development prospects Fax List of programmatic advertising worrying, and even gradually disappears. 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.