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Cultural Orientation of Long-tailed Traffic of Programmatic Buying
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Digital/Online Advertising
Online Communities
Abstract
This article proposes to analyze the mode of long-tailed traffic of programmatic buying and takes this mode as a much different one to the mode of traditional media buying. The mode of long-tailed traffic of programmatic buying is a supplement of traditional one, and it is also a way to optimize and redistribute the capital from advertiser. This mode could guide the capital into the long-tailed areas of medium, particularly into the subculture concerned medium to stimulate its content reproduction. Meanwhile, the price system of this mode is to assess the value of every single user’s attention and then make a real-time bidding for it. This price system is also much different from the traditional one, which assesses the value of diverse medium. The mode of long-tailed traffic of programmatic buying negates a value difference existing among different types of content and media, and insists there is no distinction between the primary and the secondary among content and media. The distinction between dominant culture and subculture was dispelled and the construction was destructed.
First & Corresponding Author
Zheyu Li, Communication University of China
Authors in the order to be printed.
Zheyu Li, Dr. Guangzhi Chu