With the advent of the era of cloud computing and big data, the Internet advertising industry may benefit first. "Through the collection and analysis of big data, the nominal precision marketing of Internet advertising will be more accurate. By tracking, recording and analyzing the user's behavior on the network, almost all levels of an individual can be accurate. "An analyst who did not want to be named told Securities Daily.
As a Pinyou interactive company rooted in Internet advertising for five years, its founder and CEO Huang Xiaonan explained the benefits of big data to the advertising industry in an interview with a reporter from Securities Daily: "The premise of big data analysis is that I don't know anything, but I know his historical behavior. Based on these behaviors, I can predict what this person may be interested in. To give a simple example, for example, if you show a person a hundred advertisements and show him a car advertisement, he will click on it, but he will not click on other advertisements. We predict that he may be interested in cars. "
Because the accuracy of internet advertising is very different from that of traditional media, more and more advertisers give more and more shares to online advertising when sharing cakes. The financial reports of major Internet companies in the first quarter of 20 13 showed that advertising revenue generally maintained rapid growth, with Baidu increasing by 39.7% and Tencent increasing by as high as 57.3%. According to iResearch data, the online advertising market in the first quarter of the country increased by 38.9% year-on-year, reaching a record high of 654.38+09.84 billion yuan. It is predicted that the online advertising market will continue to maintain high growth in 2065.438+03.
As one of the earliest successful people in China IT industry, Tian Suning, former chairman of AsiaInfo Technology, also saw this cake. He is currently the chairman of China Broadband Industry Fund (CBC Capital). There are three broadband funds, two of which are US dollar funds with a total amount of 700 million US dollars, and the third is RMB funds with a scale of 2 billion yuan. The main investment direction is infrastructure, cloud operating system and cloud application. In the past two years, Tian Suning invested 900 million yuan in more than 20 cloud computing companies, including servers, operating systems, databases, middleware, application software and data centers, striving to build a cloud computing ecosystem. Pinyou Interactive, an Internet advertising company that combines cloud computing and big data, is one of its investment projects.
Previously, Pinyou Interactive officially announced the completion of the B round of 20 million US dollars financing, led by the broadband fund, and Pangu Chuangfu and Fude Capital followed suit. This is the first time that domestic RTB (real-time bidding) industry has raised tens of millions of dollars. According to public information, Pinyou Interactive was established in 2008, and it is one of the largest DSP service providers in China, headquartered in Beijing, with branches in Shanghai, Guangzhou and Silicon Valley. 20 1 1 In May, Pinyou Interactive completed the A round of financing, and the investor was Fude Capital. Regarding the role of Pinyou interaction in the industrial chain, Huang Xiaonan said: "Advertisers give you a sum of money, and you must vote for the packaged media. Our task is to help advertisers find the most suitable time and put out the most suitable advertisements. For example, when we order food online, we think it is enough to vote from 1 1 to 14. Digging out some valuable things from a large amount of data is the real charm of digital advertising.
Big data will promote the advertising revolution.
"The era of advertising application based on big data has arrived in an all-round way. I believe that under the cloud architecture, in the process of generating a large amount of data such as the Internet, this change in advertising will fundamentally improve the overall production efficiency. " At the recent "Digital Advertising Cloud Era ―― Global RTB Summit of Pinyou Interaction", as an investor of Pinyou Interaction, Tian Suning's appearance and speech attracted wide media attention.
"In fact, after leaving AsiaInfo and Netcom, Tian Suning did not often attend such meetings, so it is not difficult to see that Tian Suning attaches importance to the application of big data and cloud computing in the Internet advertising industry." The above analysts pointed out that 20 13 is the first year of global big data. In the era of big data, the traditional extensive advertising model has encountered a strong challenge. This paper analyzes the user's usage behavior through crowd orientation and RTB (real-time bidding) model.
According to IDC data, the global cloud computing market will reach $40.7 billion in 20 1 1 year, and will increase to $24 1 billion in 2020. In China, during the Twelfth Five-Year Plan period, the scale of domestic cloud computing industry chain can reach 750 billion yuan to 1 trillion yuan.