Research On The Model Of Programmatic Advertising Exchange

With the development of science and technology,everything has become more digital,intelligent,automation,in terms of advertising,is no exception.Advertisers can in different time,at different places,according to the needs of different users on different advertising,from once to buy media layout,buy media time,change of user media behind the purchase,only need to pay for their target audience.In addition,the media can not only sell their own high quality price better,but also can achieve the best value of their remaining traffic.Not only that,the effect of advertising can also be real-time assessment,advertisers can promptly modify the advertising strategy,the user can also get a better advertising experience in the process.This is programmatic advertising,which is popular in the industry of advertisement!This article mainly through the literature research method and interview method,the comprehensive use of communication,advertising,computer science and other disciplines of the theory of the process of advertising transaction model analysis.This paper consists of four chapters,which can be divided into the following three parts:the first part is to define the related concepts of the research object and the current development situation.The second part is the core part of the article,mainly carried out 3W1 H analysis of advertising model used on the program,in addition to the position and function of the model part of SSP platform,supply DSP demand side platform,Ad Exchange ad trading platform and DMP data management platform in the model in detail.In addition,according to whether or not the reservation,whether the price of the price of the two factors of the current model of the classification of advertising models.The third part is to sort out the existing problems in the process of advertising model,and provide solutions to these problems!Each new thing exists,because it has the advantage of the foundation,of course,with its development,the problem is inevitable.Finding the problem,analyzing the problem,solving the problem is the only way to the development of any thing.Theauthor thinks that to improve the technical level and service level of the intermediate technical service,to establish the industry standard,to create a clean and transparent transaction mode is the direction of the future development of the Chinese advertising.