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谷歌中国首次推出私有广告交易模式 - 站长搜索
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谷歌中国首次推出私有广告交易模式

互联网 2014-08-12 16:44:02 转载来源: 网络整理/侵权必删

AS网站目录科技讯 8月12日消息,“Google 合作伙伴日”活动于今天举行。首先Google战略合作拓展部亚太区总经理Michelle Guthrie和Google亚太区商业合作部总经理Jeff Galvin向与会者阐述了媒体未来的发展方向

谷歌中国首次推出私有广告交易模式

AS网站目录科技讯 8月12日消息,“Google 合作伙伴日”活动于今天举行。首先Google战略合作拓展部亚太区总经理Michelle Guthrie和Google亚太区商业合作部总经理Jeff Galvin向与会者阐述了媒体未来的发展方向。为推进中国程序化购买的发展,Google大中华区总裁石博盟(Scott Beaumont)宣布在中国市场举办第一个私有广告交易峰会。

私有广告交易是一种全新的广告交易模式,它是直销和公开竞价的一种平衡,既可以像公开竞价(RTB)一样借助算法和数据高效精准投放,又可以像直销一样有控制力,确保媒体覆盖和品牌安全。

Jeff指出:“中国市场有几大特点:规模大,容量大,有BAT这样的竞争对手同时中国市场业务集中度较高。但在中国市场机会也有很多:有香港,台湾这样的跨领域跨地区的机会,移动市场快速增长,中国作为出口大国,还有很多跨境交易的机会,BAT不仅是谷歌的竞争对手,同时因为他们在国际的业务,与他们也是合作伙伴。”

Michelle表示:“程序化购买在全球的比例都在上升,在中国也是如此。有人可能觉得对程序化购买与实时购买(RTB)一样,实际上是把实时购买往上推了一个阶段。我们在其他国家发现,有的发布商已经开始完全使用程序化购买或大部分用程序化购买,比如一家日本的移动应用公司就完全放弃直销,只需告诉谷歌自己的受众是什么,谷歌会帮他找到最佳的广告主。”

最后,Michelle认为,在直销模式不受影响的前提下,可以进行程序化购买的试验,并对其前景表示乐观。(白鑫)

标签: 谷歌 中国 首次 推出 私有 广告 交易 模式


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