| With the fast development of internet in China, internet advertisement has become a much more important part in advertising commercial compared to traditional advertisement forms, such as TV ads and newspapers. During recent years, a large number of new media applications have been put into the market. The internet advertisement has become much more important than ever before. When customers put more budget into the internet, a new form of advertisement comes out, which changes commercial environment a lot. It changes the value distribution and expands the traditional value change into a broad one.This essay expounds the theory of value chain and the meaning of analyzing value chain. Then it explains the research of advertisement status of China and abroad. After that it shows the characteristic types of development progress of commercial need and Demand-Side Platform.Based on the information above, the essay discusses the composing and conditions of the formation of value chain of Demand-Side Platform. It indicates and analyzes three different types of value chain formation of Demand-Side Platform and analyzes.Finally, the essay concludes the characters and developing trend Demand-Side Platform with the discussion and analysis to the cases of new media Demand-Side Platform. It also indicates the impact of Demand-Side Platform to the upstream and downstream value chain. At last, it proposes the recent problems of Demand-Side Platform and the solutions. |
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