GB/T 34941-2017Information technology service—Digitize marketing—Programmatic marketing technology requirements (English PDF)
信息技术服务 数字化营销服务 程序化营销技术要求
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Issued by
SAMR; SAC
Level / Type
National · Recommended
Issue date
November 1, 2017
Implementation date
May 1, 2018
Scope
GB/T 34941-2017 is the English-translated version of 信息技术服务 数字化营销服务 程序化营销技术要求.
GB/T 34941-2017 is the Chinese standard "Information technology service—Digitize marketing—Programmatic marketing technology requirements".
Its scope clause reads: This standard specifies the digital marketing interface between the programmatic marketing platform, programmatic marketing, the basic activities of the implementation process and any As well as the definition, source, classification and application of the various types of data involved in programmatic marketing.
This standard applies to all advertising transactions (platform) and demand-side platform auction and ID mapping, advertiser qualification and advertising materials audit Nuclear, data measurement and billing, as well as user, media, advertisers data classification and application. Its clauses include terms and definitions.
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Document preview — GB/T 34941-2017
National Standard of the People's Republic of China
- ICS
- 35.240
- Classification
- L 77
Issued by: State Administration for Market Regulation; Standardization Administration of the PRC
Contents
- Foreword
- Introduction
- 1 Scope
- 2 Normative references
- 3 Terms and definitions
- 4 Abbreviations
- 5 interface protocol
- 5.1 Overview
- 5.2 Auction Request
- 5.3 Auction Response
- 5.4 Advertisement Winning Notice
- 5.5 Identifier Mapping
- 5.6 Field Extension Rules
- 6 Execute Procedure
- 6.1 Implementation process stage division and work content
- 6.2 Pre-implementation preparation
- 6.3 Performing Data Measurement
- 6.4 Post-implementation settlement
- 7 Data Requirements
- 7.1 Overview
- 7.2 Data Types
- 7.3 Data Acquisition Methods
- 7.4 User Data
- 7.5 Media Industry Classification
- 7.6 Customer Industry Classification
- 7.7 Data Application
- Appendix A (Informative) Example bidding agreement
- Appendix B (informative) Detailed user data classification example
- Appendix C (informative) Example bid response agreement
1 Scope
This standard specifies the digital marketing interface between the programmatic marketing platform, programmatic marketing, the basic activities of the implementation process and any
As well as the definition, source, classification and application of the various types of data involved in programmatic marketing.
This standard applies to all advertising transactions (platform) and demand-side platform auction and ID mapping, advertiser qualification and advertising materials audit
Nuclear, data measurement and billing, as well as user, media, advertisers data classification and application.
2 Normative references
The following documents for the application of this document is essential. For dated references, only the dated version applies to this article
Pieces. For undated references, the latest edition (including all amendments) applies to this document.
GB/T 2260-2007 Administrative divisions of the People's Republic of China code
Language code Part 1 .2 alphabetic code
GB/T 12406-2008 currency and funding code
3 Terms and definitions
The following terms and definitions apply to this document.
3.1 Programmatic marketing
Marketing through advertisers and the media through automated processes and big data technologies, including real-time bidding
And non-real time bidding mode.
3.2 Real-time bidding
Use third-party technology to evaluate ad impressions for every user on millions of digital media, and real-time bidding
Auction technology.
3.3 Ad Exchange (Platform) advertisingexchange (platform)
Open, SSP or media and DSP can be linked together to provide advertising data exchange, analysis and matching transactions and settlement services
Online advertising exchange platform.
3.4 Demand-side platform
Advertiser needs to integrate the needs of advertisers to provide advertisers service platform for advertisers.
3.5 Supplyside platform
Integrate media resources and provide media owners or managers with a programmatic media distribution and screening platform.
......
This preview omits tables, figures, formulas and parts of the technical clauses. The complete document — 38 pages — is available in the English PDF.
Referenced standards
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