在中国,互联网尤其是移动互联网的快速发展,推动了媒体种类和数量的爆发式增长,广告主对于不同媒体资源的购买方式也更为多元化。这种情况下,程序化交易应运而生,尤其在大数据时代,基于多源数据驱动的程序化购买已经成为广告主对品牌整合营销策略的必备武器之一。在程序化市场飞速发展的大背景下,作为中国本土最大的广告传媒集团之一,昌荣推出 In China, the rapid development of the Internet, especially the mobile Internet, has promoted the explosive growth of media types and numbers, and advertisers have also diversified their purchasing methods for different media resources. Under such circumstances, procedural transactions emerge as the times require, and especially in the big data era, programmed purchase driven by multi-source data has become an indispensable weapon for advertisers to integrate brand marketing strategies. In the context of the rapid development of the programmed market, Chang Rong, one of the largest advertising media groups in China,