Butting mode reconstructing programmed advertisement ecological chain

Abstract

The invention relates to the technical field of the internet, and discloses a butting mode reconstructing a programmed advertisement ecological chain. The butting mode includes the following steps: ADX receives an advertisement putting request; ADX organizes bidding, and sends a bidding request to BidEx; BidEx forwards the bidding request to DSPs that satisfy screening conditions; the DSPs judge whether to bid after receiving the bidding request, and returning bidding response to BidEx within specified time; BidEx performs internal bidding on a bidding scheme returned by the DSPs, and returning a plurality of bidding schemes to ADX; ADX performs auction according to bidding response of the DSPs, and sends a winning notification to BidEx; BidEx receives the winning notification from ADX, and sends WinNotice to the DSP that bids successfully; and ADX returns a winning advertisement to a media side. The programmed advertisement butting mode provided by the invention has the characteristics of transparency, efficiency, intelligence and stability, improves butting speed, and reducing butting cost.

Description

technical field [0001] The invention relates to the technical field of the Internet, in particular to a docking method for reconstructing a programmatic advertising ecological chain. Background technique [0002] Advertising is a common and mature monetization method, and programmatic advertising is an important step in the commercialization of Internet products. In just over ten years, programmatic advertising has developed quite maturely, and has been paid more and more attention by advertisers. According to research released by eMarketer in April 2017, in the United States, programmatic display advertising spending in 2017 was as high as $33 billion, and it is expected to exceed $45 billion in 2019. [0003] At present, the domestic programmatic advertising industry chain is basically mature, and the basic roles include advertisers, media websites or APPs, DSP (demand-side platform, Demand-Side Platform), ADX (advertising exchange platform, Ad Exchange) and SSP (supply-s...

AI Technical Summary

Problems solved by technology

[0005] (1) Business level: First, DSPs need to arrange media personnel to conduct business negotiations with each ADX, and connecting with foreign ADXs requires higher communication costs

Second, ADX usually requires DSPs to pre-submit tens of thousands or even hundreds of thousands of deposits. When connecting with multiple ADXs, the amount of funds that DSPs need to prepay will be large, which is especially obvious for start-up companies

Third, due to the large number of DSPs to be connected with ADX, ADX usually first evaluates and schedules according to multiple factors such as the company size of the DSP. The access priority of small and medium-sized DSPs is low, and the waiting time is relatively long

Fourth, the magnitude of DSP consumption is based on the advertiser's delivery needs, and the requirements for traffic types and traffic levels are different in different periods. When the filling rate of DSP is low in a certain period, ADX out of its own Considering server bandwidth costs and other considerations will reduce or even suspend sending economic requests to the DSP. When the DSP has new delivery needs in the future, it needs to go through the business process to apply for traffic again, which may delay urgent delivery needs.

[0006] (2) Technical level: There is no uniform standard for domestic ADX docking protocols. Each major platform has its own set of rules, and the technical languages ​​used are also different. DSP and different ADX technology docking require more developers.

[0007] Although the programmatic advertising industry chain is basically mature in the prior art, there are still many practical difficulties in the current ADX and DSP docking. Therefore, the present invention proposes a new docking mode, which can increase the docking speed and reduce the Docking cost

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