What is CDP

CDP is abbreviation of Customer Data Platform. This is an emerging product in the digital marketing area. Along with the growth of digital citizens, more and more transctions taking place within the digital territory. Brands are learning to accumulate the digital customer paces and track the customers across different platforms. To define CDP there are 3 key features. * CDP is able to track customers across omnichannels * CDP is fully functioned to segment audiences according to the defined rules. * CDP should be able to act as the marketing brain to run workflow through the brand entire marketing architecture. As we can tell, CDP is not the traditional platform to store customer data but it acts as the brain of the full marketing chains.

Breaking news in the digital marketing industry

Recently, when I was reading news from an RSS reader, I found shocking news of the digital marketing industry. Media Math, which was one of the leading DSP in the world , has announced its bankruptcy. By recalling all the major events in this industry in my memory, I realized that this is the first well-known digital marketing player falling down of all the time. It rang the bell for all the players in the industry. The era of DSP has already gone.

What is OOH

OOH is the breviation of out-of-home advertising, also called outdoor advertising, outdoor media, and out-of-home media, is advertising experienced outside of the home. This includes billboards, wallscapes, and ,screens, posters seen while “on the go”. It also includes place-based media seen in places such as convenience stores, medical centers, salons, and other brick-and-mortar venues.

OOH advertising in the marketing industry

The marketing campaigns are following marketing funnel. For OOH , it’s sitting at the top funnel mostly to drive awareness. Originally, the marketers will research the demographic of selected regions and choose the most fitable region to buy OOH media. It’s widely used by brand awareness marketing, new product release, etc. .

What is header biddig

What was it like before header bidding

Header bidding sounds like a term of ancient online advertisement industry. It truely is. This word was originated from PC era within early 2010s. Header bidding is a trick of publisher placement auction. In short word, it’s a revolutionary businenss model based on cocurrent technology. Before header bidding emerging, publishers had to decide one of the inventory monetization channel before deploy their website. After the decision, publishers had to rely on one of the Adnetwork they chose. Moreover if the buyers/publishers wanted to skip the Adnetwork to save cost , it’s not possible or it will cost too much to switch. In the monetization aspects, publishers were not able to voice on the auction. All the programmatic auctions are controlled by Adnetworks, like Doubleclick Adx, Appnexus, Rightmedia exhange, etc.

What is Vision Pro

In early June 2023, Apple has launched their new creative AR product which is called vision pro. According to the reaction of the industry , the product is undoubtedly beyond the expectation. On one hand it’s because to of the marketing strategy before its launch that Apple tried their best to pull down industry expectation. While on the other hand , vision pro does bring some features which are not predicted by the media worldwide. For the consumers, the vision pro can act as

Typical case for competitive marketing

When you are about to buy a mobile phone, which brand jumps out first in your mind? Apple iPhone is undoutedly the one leading the option list in the market. But what are the alternatives ? If you don’t have enough budget or you need an Android for a particular purpose, which brand are you thinking of right away when you are composing the list ? Years ago, Huawei was always marketing with the slogon “To overcome Apple in the industry”. You would think of Huawei phone unconciously when you are reviewing the configuration of iPhone. How about now ? Maybe you’ve already paid attention to Xiaomi in recent years. Xiaomi CEO Jun Lei has been saying that Xiaomi will fully model itself on Apple. It’ll produce mobile phones with same or superior experience than iPhone. Is that possible ? We can’t conclude yet. However, by comparing earning report of two companies, the spending on development , gap of talents and supply chain controlling can’t give out any optimistic prediction for Xiaomi yet. Why do they keep on marketing with something they can’t make it for a while ?

What is Generative AI ?

The concept of Generative AI is hot from beginning of 2023. The technical industry becomes excited than ever before. The technical giants all around the world have started arm race on the generative AI products. Generative AI refers to the AI model that can be used to generate content based on what it has learned. It has begun to save work load dramatically in the daily r routine. Chat-GPT, Midjourney, Mircosoft designer, etc. All of them have been starting to replace the roles of repetitive work. Nowadays, generative AI models are used to compose product descriptions, write articles, design product posters, generate marketing assets, etc. More and more cases are coming out. As a veteran of online advertisement, I’m cautiously optimistic on how generative AI can change the world of online advertisement.

What does data mean for marketing

Along with the development of digital marketing, audience data becomes more critical for the campaigns. Nevertheless, how much can data help in the marketing campaigns ? No one can measure that so far like what was happening more than a century ago. Data plays a very sophisticated role in the online marketing for now, not only for marketers but also for the media providers/publishers as well.Obviously, data is not magic spell. Learning from many campaings, I found many failures were caused by mis-configured data. Moreover , marketers should not take audience targeting data as the only factor of successful campaigns. Meanwhile, publishers , in some cases may try to convince marketers to rely more on audience data that they can maximize outcome of limited amount of inventory.

What does Meta live with

Meta which was previously called Facebook, is a traditional social media company. Facebook is obviously their product once shocking the world. It brought brandnew social communication approach to the public. However, as all the other internet companies, it had headache on how to monetize what they have. By checking Meta’s earning report of 2021 and 2022, Advertisement took 99% of it’s income. It seems internet industry can’t find a monetization solution better than advertisement. Online advertisement is eventually a model of demand and supply. Apparently, Meta is on the supply side. Meta advertisement inventory can be devided into two categories, which are O&O inventory and 3rd party traffic. Meta now is monetizing Facebook, Instagram and Whatsapp. These apps are owned and operated by Meta. The other set is the traffic on the Facebook Audience Network. According to experience of other similar Ad platforms. O&O traffic and 3rd party traffic are taking different position within an online advertising company. Mostly, O&O traffic plays the role of profit generator, while 3rd party traffic plays the role of scale expander.Two types of traffic are working like gears matching and running the whole machine. Without O&O traffic, companies don’t have capability to build Ad networks from scratch. Withouth extenral 3rd party traffic, O&O traffic will be priced higher and higher and it will result in performance downgrade and advertiser leaving.