DATx MISSION — CHALLENGES AND OPPORTUNITIES IN DIGITAL ADVERTISING
DATx is a revolution of the current advertising industry, aimed to build a brand-new intelligent advertising ecosystem, with decentralization as its foundation and Artificial Intelligence as its driving engine.
According to the forecast of ZenithOptimedia, since 2011, the global advertising market has steadily developed, with an overall growth rate of between 4% and 5%. In 2018, global advertising expenses would increase 4.4% and till the end of year, it would increase to $592 billion. Among them, the market share of programmatic media buying and advertising would be above 50%.
The era of Mobile and Big Data has provided advantages for the development of programmatic advertising. Mobile devices connect with users more closely, which is convenient for programmatic advertisements to identify and locate users. Meanwhile, abundant mobile-based marketing approaches combined with programmatic advertising, boosts the marketing value of digital advertising in both accuracy and innovative capabilities.
Programmatic media buying is the purchase of advertisement placement traffic through automatic procedures involving Artificial Intelligence (AI) and Real-Time Bidding (RTB). When the targeted audience appears, the advertisements are delivered to the right groups in real time, with appropriate advertisement content, thus realizing precise marketing aimed at individual consumers.
On this background of programmatic marketing, the advertisers are no longer restricted to the few existing approaches to delivering and planning advertisements– they have a much greater level of flexibility. However, alongside this advantage, programmatic marketing would also bring about “the Walled Garden” phenomenon in which everyone plays his/ her own game, thus posing a larger challenge to advertisers, media channels and platforms on their abilities of planning, coordination, optimization and data protection.
DATx
