T/CAAAD 009-2024 Digital marketing technology and Internet supply-side platform technology requirements

Scope

Main technical content: To meet the demand for standard documents in the development of information and communication, this document is jointly organized and formulated by the China Communications Standards Association and the China Advertising Association, and is recommended for adoption by relevant parties. Suggestions and opinions regarding this document should be reflected to the China Communications Standards Association and the China Advertising Association. Digital marketing technology can help enterprises optimize their marketing strategies by relying on technology and data to allocate marketing resources, achieve full-chain automation of marketing activities, and help enterprises drive operations with marketing and optimize user management and formulate marketing strategies. There are already some technical standards in China's Internet advertising industry. However, with the rapid development of Internet advertising technology and digital marketing technology, there is an urgent need to address the standardization of the main products in programmatic advertising transactions in digital marketing technology. SSP (Supply Side Platform) is a service platform for programmatic advertising transactions on the supply side in the Internet advertising field. Media (including websites and APPs) publishers can add their own traffic inventory advertising spaces to the transaction business chain through the platform, and manage advertising channels, transaction models, and inventory resources, ultimately maximizing the publishers' revenue. In programmatic advertising transaction technology, SSP represents the media's interests with the greatest efficiency. With the rapid development of mobile Internet, various SSP advertising products and service enterprises have emerged in the Internet advertising industry, with different definitions, business scopes, core functions, and technical solution standards. Also, due to commercial purposes, there has been a certain degree of

Development Information

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