Billed by sales volume, that is, based on the number of users who complete the order, mainly e-commerce. Impression classes are at the front of the conversion funnel, and conversion classes are at the back of the conversion funnel. Therefore, advertisers in the display category are at greater risk, and media owners in the conversion category are at greater risk. Which scheme to use for pricing is itself a game process between upstream and downstream, and is closely related to: advertising target, media attributes, advertising space value, whether audience targeting, ecpm estimation, etc.,
Advertisers need to choose according to their own conditions. 4. Advertising mode liang lili's "programmatic advertising: a practical handbook for personalized and precise delivery" says: internet advertising has been special email list around the world since 1993, when gnn sold the first clickable banner. 1993-1996 is the era of enlightenment, 1997-2002 is the era of direct selling, 2003-2011 is the era of online alliances, and 2012 is the era of programmatic. In the past 20 years, internet advertising has developed rapidly. It has experienced four eras and four advertising models have emerged.
The four advertising modes are: contract advertising, advertising network (network alliance), programmatic advertising, and native advertising. The four modes are born with the progress of the internet advertising industry. Several major roles in the advertising industry are jointly promoted. By. At present, these transaction modes all coexist, but the industry share is different. At present, programmatic advertising is developing rapidly. 2012-2018 programmatic advertising market size in china, the uk and the us (unit: us$ billion) (1) contract advertising, that is, the media agrees to continuously push the advertisement of an advertiser in a certain advertising space within a certain period of time.