Billion-motion classroom . . PDB for mobile video ads, the era of "content and audience" purchases
Traditional manual orders, mobile and PC package purchases, lack of precise audience screening ... All of this has left advertisers struggling with mobile video ads. The market needs to refer to a unified standard to regulate the mobile video advertising industry.
This gap was recently filled by the localized programmatic direct purchase standard PDB, developed by MMA China. This standard has been incorporated into the National Information Technology Standardization Committee ITSS National Standards System, which has become a unified mobile video program direct purchase standard in line with the Chinese market.
At present, in China, the audience choice of mobile video ads is chosen by DSP using free data. However, considering the closedness of each DMP data source in the Chinese market, and the fact that no DMP has invested enough system costs to meet the low latency millisecond level requirements required for mass and high levels of real-time delivery, the existing DSPs do not have the good accuracy needed to select video audiences for real-time delivery. On the other hand, the media is not willing to open up high-quality traffic by free bidding to bring low-cost risk, and reduce their own high-quality content positioning.
True high-quality media must first protect their pricing power from the impact of free bidding caused by low-cost targeting, but also hope to gradually understand and accumulate to the brand owner and video directly signed to the agent to provide the most in line with the needs of advertisers.
From the long-term strategic interests of premium media, relying on real-time audience screening from third-party DSPs risks low population rates. In China's unique high-quality media ecological environment, audience accumulation and screening initiative in the high-quality media side will greatly improve the corresponding advertising filling rate.
Therefore, MMA China developed standards to promote the PDB model, high-quality media directly signed agents directly to meet the needs of advertisers of a specific audience is scheduled to be sent to high-quality media, in the delivery of high-quality media to select the audience in line with the audience's advertising requests directly through PDB to the direct-sign agent ATD, so as to achieve the largest audience accuracy and the highest fill rate win-win situation.
In this case, not only can the audience be more accurate, but the media is also more willing to release high-quality traffic.
As the first program-based buying platform to meet the national standards for mobile video advertising, PremiumMad, which is owned by Madhouse, has been connecting with High-quality mobile video media such as LeEtch.com, Sohu Video and Ai Qiyi to launch mobile video advertising.
While ensuring high-quality content, PremiumMad promotes the "content-audience" program of direct purchases in line with national standards, allowing premium video media and advertisers to work together to achieve a new win-win model.
Launched frequently on a single media on the mobile side over a long period of time, the effect is easy to reach the bottleneck. Even in TheHero App, users are less effective when hit multiple times by the same ad. Therefore, inter-media procedural purchase and centralized management is particularly important. PremiumMad helps advertisers monitor frequency across media and improve the ROI of mobile ads on a budget.
In addition to deep collaboration with Hero App, PremiumMad has innovatively launched dynamic vertical optimization (DVO) services that show different ad items to the same independent user in different categories of Hero Apps, deepening user interaction with ads.
This article is an exclusive original of Madhouse, reproduced please indicate the place of originality.
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