Research On The Innovation Of Business Model Of Internet Advertising Technology Platform Company

With the rapid development of the Internet,and as one of the evolution of Internet advertising technology platform,HDT,not only provide network integration of network media resources,advertising creative planning,production,cross network media advertising services to advertisers,but also committed to build a big data platform and the Programmed purchase for technology platform of DSP(Demand-Side Platform).As the scale of the industry grows,on the one hand,a large number of such platform companies emerge,which not only jointly create the environment of Internet advertising,but also bring competition.On the other hand,BAT and big news media have already been involved in the field of Internet advertising and divide the whole market.Therefore,the future development of the interactive company platform is facing great challenges.This essay,with the HDT company as the research object,interprets its existing business model through business model canvas.Then,this essay puts forward to the bottlenecks and problems that companies are facing at present,and looking forward to corresponding innovation paths and solutions.Finally,we detect the innovation by the fuzzy comprehensive evaluation method.This essay first introduces the background of the topic selection,and then analyzes the whole Internet advertising industry,focusing on the DSP programmed purchase for technology platform.Secondly,it introduces the background,business model and main problems of HDT company.Then,this essay analyzes the business mode of HDT company with the business model canvas,and finds that the company is restricted by the bottleneck of operation,technology and external expansion.Finally,aiming at these problems,this essay summarize a set of innovation paths,bottleneck solutions and final safeguard measures suitable for HDT company's development.This essay hopes to provide practical and operational suggestions for the business model innovation of HDT company,and provide directional guidance for the entire online advertising platform company.