Analysis Of Programmed Advertising Playing Strategy Based On Video Website

As the rapid development of techniques regarding Internet video,the domestic video websites,such as Tencent Video,iQIYI,Youku,welcome a new period of vigorous development since 2012.The fragmentation of time impels users to watch videos on diverse video websites and the sustainable growth of user number and the large-scale emergence of user behavior trajectory grant a promising advertising market and diversified mode of communication for multiple brands and small and medium-sized advertisers and meanwhile,lower the threshold for small and medium-sized advertisers to involve in the Internet precision advertising.The boom of online advertising has brought impetus to stream advertising based on RTB mode.By 2012,programmatic buying started to emerge and in less than five years,it has experienced five periods covering the Real Time Bidding outbreak stage,the Private Marketplace leading stage,the video surging stage,the mobile popularization stage,and the intelligent acceleration stage,and involving media service platform,data management platform,demand-side platform,and advertising platform.The optimal business model lies in transforming the stream into the online advertising model.From the earliest banner advertising to the targeting advertising search and recommendation based on the user region,education background,gender,age,port,interest,label,behavior trajectory,etc.then to the native advertising aligning with the content and environment,the increasingly shared trend of the user and advertiser demand motivates the constant development and update of programmatic products and techniques.The aim of this paper is to analyze the influencing factors and effect of programmatic advertising strategies based on the programmatic advertising system including DSP,SSP,ADX of iQIYI video.By analyzing the online advertising system,advertising channels,media exchange,advertising by agents of iQIYI video,this paper discusses each influencing factor of advertising strategy and the real effect after implementing under the RTB mode,contract advertising,and non-standard advertising respectively.