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Ecological map of China’s programmed advertising technology in 2020 From RTBChina

The following is the Ecological map of China’s programmed advertising technology in 2020 From RTBChina recommended by And this article belongs to the classification: network marketing.

2020 is a magic year for any industry. The programmed advertising technology ecosystem has experienced development and adjustment, rebirth and elimination in this year. We summarize the development of procedural advertising in 2020 with the following points:

In the first half of the year, the number of technology companies participating in programmed advertising transactions showed a downward trend, while the number of new companies in multiple categories including dspan increased steadily in the second half of the year.

Most of the listed companies of the super platform disclosed signs of healthy growth of advertising business in the financial statements of the last quarter, although the names and classifications used are not necessarily directly related to “programming”.

The growth of advertising inventory in personal small screen (computer, mobile phone, pad) tends to be flat, and the bonus of new users gradually disappears. New growth points obviously tend to large screen, including Ott / smart TV and outdoor networking screen.

There are all kinds of innovations in the transaction protocol of programmed advertising. RTA (real time API) is becoming more and more functional and even supports bidding, which may bring a new development opportunity to programmed advertising technology.

Due to the positive conflict between device identification and privacy protection, a new generation of exit and reset ID is replacing the old ID system on a large scale. Oaid replaces IMEI, IDFA faces more refined authorization, and large technology companies begin to use their own ID system.

The development of programmed advertising technology is facing a variety of uncertainties, the only certainty is “growth”.

Ecological map updating

Through the observation of the market, the updated ecological map in the second half of 2020 is summarized as follows:

Pdooh (programmed outdoor advertising): add JCDecaux, a media player, and hivestack, a technology company that has begun to expand its business in China and Asia

DSP & dspan: under the competitive pressure of the super platform, new enterprises continue to enter this category, including Longxi media, Ti Dong technology and Shengtong Zhilian

Ad exchange & SSP: new media

Programmed TV: new inclusion of Bicheng media

Measurement & Analytics (monitoring and analysis tool): add a new collection of Huayang Lianzhong’s banner ideas, and adbug self advertising verification moves to this category

Trading desk & Tech: add adsdesk of hot cloud

Read more: ecological map of China’s programmed advertising technology in 2020 – ecological map of China’s programmed advertising technology – Information Map January 2016 ecological map of China’s programmed advertising technology – Information Map 2014 cross screen era interview series: Wu Youping, vice president and co-founder of iClick click mediaradar: programmed advertising investment of tourism brand reduced by 79% in April 2020 zenith media : it is estimated that the total value of programmed advertising will reach 84 billion US dollars in 2019, accounting for 62% of digital advertising. Applift: marketers are facing the risk of global mobile programmed advertising fraud. Marketing land: take you into programmed advertising. China’s programmed advertising technology ecological map (February 2015 Spring Edition) emarketer: will it be programmed advanced purchase in the future? Programmed purchase: who will control the cake? Emarketer: programmed purchase of digital display advertising in the United States will increase by 137.1% in 2014 Adweek: will programmed advertising take over TV advertising? Smaato: Q2 global mobile RTB develops rapidly, China market rises 6 times

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