Research On Profit Allocation Of Programmtic Advertising Industry Chain In China

Online advertising rises with the tide of the Internet,as this market continues expand and the importance of data for marketing effectiveness stands out,programmatic advertising emerged.Programmatic advertising in our country relies on the big data technology,realize accurate marketing by crowed characteristic calculation,and now it's in advanced stages.More and more advertises accept programmatic advertising,and lots of head media companies begin to set up programmatic advertising systems to gain more benefit.Under the background of increasing market recognition,the research on China programmatic advertising industry chain is of great significance.By review and analyze the development of programmatic advertising in China,this paper believes that the industry will develop towards mobile and video with the trend of the Internet in the future.This industry is currently at a mature stage,in order to ensure continued growth and market vibrancy,it's necessary to improve the supervision of the overall industry to prevent the occurrence of ethical problems such as data fraud,relevant companies need to continue to pay attention to the development of new technologies and actively try to integrate it with new marketing directions simultaneously,which would improve marketing effectiveness.Based on above research,this paper combines dynamic allocation and AHP method to establish a multi-weighted Shapley value distribution model,which synthesizes four factors of the contribution,initial investment,risk tolerance and the position in market of corporate members in the programmatic advertising industry,making the distribution plan more realistic.Then this paper used calculation of the example to prove that the multi-weighted income distribution method can not only ensure the interests of single programmatic advertising enterprise,but also make the income distribution more fair and reasonable.Finally,it is proposed that programmatic advertising companies can try to promote private market transactions,multi-scene and cross-screen marketing as well as continuous improvement of advertising creativity in order to obtain more revenue.