Download - Tanx成长之路 real time media
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• 定向正在浏览的用户的兴趣点
• 展示不同的广告给不同的用户
• 报告给广告主投放效果
• 自动化的优化投放逻辑
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• In the US, in March 2010, 3% of traded inventory was transacted via RTB. Last month, 64% of traded inventory was RTB. If mirrored in APAC, RTB market size will be > 300亿RMB by 2015.
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• 流量购买越来越贵
• 规模和效率
• 精准定向技术的出现
• 感谢RTB
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有强大的广告主资源
匹配的媒体流量
提高广告主的投放效果
为媒体产出最佳收益
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• 30万淘宝卖家年广告预算超15亿
• 电商人群覆盖度高,数据深度好
• 广告客户很在意ROI
• 人群覆盖度40%
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对buy side开放购买 提升规模和效率
对sell side透明 提升收益
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阿里妈妈网站直接投放 淘宝联盟流量聚合投放 TANX竞价交易投放
关键字 媒体 人群
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• API:浏览者信息、网页信息、广告位信息、……
• Cookie Matching:竞价之前,建立人的映射关系
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数据和流量的聚合
算法优化
计划执行
资金结算及数据报告
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备注:钻石展位淘宝内部投放7月份数据 备注:直通车DSP在2012年3月份数据
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备注:钻石展位淘宝内部投放7月份数据 备注:淘宝联盟的0.8亿流量2012年3月份数据
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1. 免费广告位管理 2. 无缝接入交易 3. 底价保护设定
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• 需要打造典型案例
• 需要时间教育客户转型
• 缺乏定向数据
• 不希望Tanx设置底价
• 需要更多监控数据&统计报表
• 需要更多网站、广告位信息
• ……
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P1 • QPS控制&竞价成功反馈
P2 • 更多竞价信息、统计数据
P3 • 帮助了解网站/广告位信息
P4 • 帮助了解位置和质量信息
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• RTB后收益没有提升?
• 担心渠道冲突
• 不满广告质量
• ……
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P1 • 支持更多URL过滤
P2 • Tanx创意审核二期
P3 • 优化ADM功能&报表
P4 • 网站主端的ad quality控制
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8个月规划
8个月开发
8个月运营
8个月收获
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