DATx is a renovation against current advertising industry, aimed to build a brand new intelligent advertising ecosystem, with decentralization as the foundation and artificial intelligence as the power engine.
According to the forecast of ZenithOptimedia, since 2011, global advertising market has steadily developed, with an overall growth rate between 4% and 5%. In 2018, global advertising expenses would increase 4.4%, and till the end of year it would increase to $592 billion. Among them, the market share of programmatic media buy and advertising would be above 50%.
The era of Mobile and Big Data has provided advantages for development of programmatic advertising. Mobile devices connect with users more closely, convenient for programmatic ads to identify and locate users. Meanwhile, abundant mobile-based marketing approaches combine with programmatic advertising, boost marketing value of digital advertising on both accuracy and innovative capabilities.
Programmatic media buy purchases ad placement traffic through automatic procedures with AI and RTB. When targeted audiences appear, the ads are delivered to the right group in real time, with appropriate ad content, thus realizing precise marketing aimed at individual consumers.
On this background of programmatic marketing, the advertisers are no longer restricted to the few existing approaches to deliver and plan ads, they have much greater flexibility. However alongside, this would also bring “the Walled Garden” that everyone plays her own game, thus posing larger challenges to advertisers, media channels and platforms on their ability of planning, coordination, optimization and data protection.