The Frontiers of Society, Science and Technology, 2022, 4(2); doi: 10.25236/FSST.2022.040204.
Advertising Institute, Communication University of China, Beijing, China
This article proposes to analyse the mode of long-tailed traffic ads 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 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 differences between dominant culture and subculture have been eliminated and the structure has been deconstructed.
Programmatic Buying; Long-Tailed Traffic; Subculture; Cultural Structure
Zheyu Li. Programmatic Buying of Long-Tailed Traffic Ads Eliminating Differences between Dominant Culture and Subculture. The Frontiers of Society, Science and Technology (2022) Vol. 4, Issue 2: 16-19. https://doi.org/10.25236/FSST.2022.040204.
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