T/CAAAD 010-2024 Digital marketing technology and internet advertising demand-side platform technology requirements

Scope

Main technical content: With the continuous development and popularity of Internet and mobile Internet technologies, the digital advertising and marketing industry has developed even more rapidly and vigorously. Since 2012, programmatic advertising transactions in digital marketing have become the main advertising industry placement methods and channels. While programmatic advertising transactions have brought rapid development to the marketing industry, they have also raised related issues and challenges: 1) The diversity and complexity of advertising formats have led to low resource efficiency in the industry; 2) The inconsistent measurement standards for ad slot traffic and tagging systems in programmatic advertising have hindered industry expansion and integration; 3) Confusing data classification definitions and incompatible interface protocols have made cross-platform/cross-product cooperation difficult, especially between ad supply-side platforms, ad demand-side platforms, ad trading platforms, and ad data management platforms in the programmatic advertising industry, where some companies implement different interface protocols during the integration process; 4) With the advent of the multi-screen era, programmatic advertising has expanded to larger media publisher resources across screens, further raising the technical standards and industry norms for cross-platform/cross-product cooperation. As the most important component and development trend of digital marketing, programmatic advertising faces low efficiency in upstream-downstream cooperation, difficulties in industry service expansion, and low integration between businesses, which have become the greatest obstacles to the innovative development of the digital marketing industry. To address these issues, this standard specifies standards for programmatic ad demand-side platforms and interactions with related business partners in five aspects: platform definition, functional requirements, inter

Development Information

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