in China’s Internet, the company can make money too little, it seems that from the birth of the Internet has been posted on the free mark. But advertising can be regarded as an exception, they still use the Internet to make money, some also got the VC investment, however, although the last SP alliance strict control by China Mobile, advertising alliance platform is gradually facing a new challenge!
The problem with
‘s current advertising alliance is:
1, advertising alliance = Adsense alliance, the alliance group overlap is high, the webmaster characteristics determine the advertising is paid by the form of effect.
from the current major league organizations, non stationmaster alliance advertising alliance, and influential alliance is very few, and this year the beginning of NarrowAD push Alliance under the original capital spent to win Sina, xinhuanet.com joined the formation of comparison, influential websites disdain joined the advertising alliance, or they are not the same as the webmaster struggling to bother considering the consumption of advertising, which will give the webmaster to bring profit space, they will through various methods easy to think in their own advertising platform up consumption, in order to profit. Therefore, there will be a number of owners through the platform to make money, their loyalty is not high, and the purpose is clear. It is not so, advertising brand advertising alliance, it will be doomed to groups according to the effect to pay, but have to say, the effect will be discounted, therefore, is often the advertisers and alliance website lawsuit happen.
2, CPC, CPM, CPA and other forms of advertising are being challenged.
as mentioned above, the contrast between the surface effect and the actual effect, but also further affect the advertisers to pay attention to the effect of this form of advertising questioned. Although the advertising alliance platform statistics in third party data, even by advertisers to provide data in the form of pay, but advertisers hope is behind the data brought by active users continues to increase, the effect on the aspect of advertising is not very obvious after the stop.
3, the next step in the advertising alliance can be profitable space?
used to make money advertising alliance has three main blocks: SP, bidding, electronic commerce, from the beginning of last year, SP has received a great deal of business regulation, also bring great impact on advertising, most auction business by Baidu, a company like GOOGLE directly alliance, self development, therefore, they put in the partial advertising advertising alliance is less. The electronic commerce business with Taobao, eBay and other websites, there is not much change, therefore, we can see that the advertising profits are gradually reduced, if its not for innovation, the next step of the road will be more difficult.
so the next step in the advertising alliance where? I think the following:
1, differentiation, and establish industry norms.
DOUBLIECLICK why can make GOOGLE to the purchase price, because it not only has.