Research On The Mode Of Programmatic Purchase Advertising

In recent years,the shortcomings of ranking of bidding model has repeatedly been seen on the newspapers,suffered a lot of criticism,and the "Wei Zexi Event" appears that Baidu had to improve the search engineering marketing strategy.In addition,the development of technologies,particularly ad technologies,enables real-time bidding,demand-side platforms(DSPs),ad exchanges(AD Exchange),supply-side platforms(SSPs),data management platforms(DMPs),and Programmatic purchase and other concepts continue to appear,the scale of new media advertising continues to expand.Most of the traditional advertisings use experiential delivery,but with the progress of big data mining technology the emerging online advertising has become more and more accurate,"traditional advertising + Internet" with programmatic purchase trend has been formed.Programmatic purchase advertising industry began to enter the high-speed development period,the market scale at the same time,the market pattern must also be a huge change.As one of the Internet industry giants Baidu company,want to maintain their own market position,must be their own traditional search engine marketing model analysis and improvement,the use of their own advantages in the program to buy the layout of the industrial chain.Based on the analysis of the status quo of the search engine marketing industry,this paper first explores what factors will affect the enterprise's search engine marketing strategy,including four aspects of the macro environment,corporate advertising budget,search engine quality and user click behavior.Then,from the development process,marketing model,the market situation and the impact of the environment and other aspects of the search engine marketing strategy analysis of the status quo and the existing problems.On the basis of introducing Baidu and its product framework,this paper studies Baidu's traditional search engine marketing model and Baidu's traditional search marketing strategy.This paper also proves the feasibility of programmatic purchase of advertising from the perspective of transaction mode,market situation and industry chain.Then,a profound analysis of Baidu's programmatic purchase industry layout,and its Tencent and Ali's layout of the comparison,analysis of similarities and differences and their own advantages and disadvantages,on the basis of the proposed Baidu's programmatic advertising development provides operational The improvement of the views.This paper makes a comprehensive analysis of the macro environment of the search engine marketing industry and the factors that determine the marketing strategy of the enterprise search engine,which lays the foundation for the future research.At the same time,it discusses the status quo of the market and the industrial chain structure of the procedural purchase industry in China,which enriches the theoretical research.In addition,the Baidu company and the discussion with Tencent and Ali,for the possible theoretical research to provide the exact use of research materials.The research of this paper refers to the detailed data,such as the size of Internet users,the use of search engines,the scale of the market to buy the industry,etc.,for the development of their own strategy to provide a realistic basis.At the same time a detailed analysis of Baidu and competitors compared to Baidu to enhance their competitiveness to provide a definite and feasible measures.In addition,the relevant companies in the industry through this study can understand the current process of the development of the status of the purchase industry,as well as the traditional search engine marketing why need to upgrade to improve.