Construction Of Programmatic Buying Advertising Effect Measurement System

With the development of technology, programmatic buying has become an important trend in Internet advertising. Programmatic buying could meet the requirements of advertisers to precisely target population. Advertising can really push to the right people at the right time, the right place in the right form. But programmatic buying ads will appear in the flexible visibility.If not the target population, you can not see the ad. What the Effectiveness of programmatic buying will become a concerned problem. Thus, advertising effectiveness assessment will become one of an important link in programmatic buying. Impact assessment also helps advertisers optimize advertising the next step. Only the real effectiveness of programmatic buying advertising can do a favor to the advertiser’s campaigns and brand development. This is also important to the healthy development of programmatic buying advertising market.This study was designed to combine the characteristics of programmatic buying advertising to establish a scientific and reasonable advertising effectiveness evaluation system,in order to help advertisers understand clearly on programmatic buying advertising effectiveness. This article will discuss on communication results, mental results, conversion effectiveness respectively. In order to build a seperate evaluation system and the overall effectiveness of advertising. It will has a certain significance to the future evaluation on the programmatic buying.