T/CAAAD 008-2024 Digital Marketing Technology - Technical Requirements for Data Management Platforms

Scope

Main technical content: To meet the demand for standard documents in the development of information and communication, this document was 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. After the emergence of programmatic advertising technologies (DSP/SSP/ADX), data management platforms (DMP) were developed. The main function of DMP is to integrate and centralize scattered data from multiple sources that can be used in programmatic advertising operations, and then process them into digital assets that can be directly utilized. By recording and analyzing users' digital advertising and marketing-related behavioral trajectories, DMP can create tagged databases of digital user IDs and provide them to advertisers and advertising placement service platforms, supporting their efforts to "accurately identify" the target users of advertising campaigns. Currently, the data management field of digital marketing faces the following major challenges: First, the application scope of DMP is expanding, and its classification and positioning are becoming more diverse. The industry lacks unified professional knowledge, which hinders industry communication and development. Second, due to the increasing growth and competition pressure in digital business, the functions of DMP are not clearly defined and their boundaries are unclear, which is not conducive to orderly competition and core technology development in the marketing technology industry. Third, against the backdrop of the rapid development of mobile Internet, whether from the perspective of terminal types, data dimensions, or data scales, DMP's technical implementation is uneven, and there is a lack of standards for cross-platform technical i

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