ADX: This bilingual post is the rest part of the interview with Dean Donalson, Global Head of Innovation at MediaMind. For English please scroll down. For the first part of the interview, please click http://www.adexchanger.cn/tech-company/2922.html

以下为Adx与MediaMind全球创新总监Dean Donaldson采访内容之下篇。上篇请点击 http://www.adexchanger.cn/tech-company/2922.html

Adx：通过广告伺服，你们MediaMind可以获得各种各样的数据，那么你们会考虑凭借这些数据在中国做DSP吗？

Dean：MediaMind的“智能”产品涵盖面很广。其中的“智能创意优化”（Smart Versioning）可以帮助创意公司动态变换广告内容，使得他们在产生作品过程中提高效率。另外，MediaMind还为广告主提供“智能规划”（Smart Planning）产品，可以让广告主追踪历史数据，以此优化未来的媒体购买。我们同时还会把我们的数据分享给媒体，用我们的专业分析帮助他们更好的理解他们网站的受众，并建议他们如何通过准确定位以提高库存价格，提升收入。

Adx：MediaMind是服务于广告主的，为什么会把自己的数据分享给媒体呢？

Dean：我们的确是服务广告主的，这点没错。其实严格来说，这个行业里并不存在媒体广告系统，媒体广告系统其实很简单：在特定的时间曝光指定的广告，就是个轮播过程。媒体端没那么多问题，而代理这边有很多问题。但是我们不是跟广告主联合起来对抗媒体，这不是我们做事的原则。我们只是负担两端繁复的工作，帮助解决问题，推动互联网广告行业发展。

Adx：原来如此。那这样看来，你们真的对整个行业颇有裨益。中国政府对广告内容比较敏感，我想你们肯定知道这个情况，那你们有没有什么广告审查体系吗？

Dean：有的。事实上全世界的媒体都一样，都不希望自己网站上出现一些疯狂的广告。所以我们是有相关的审核，我们也跟媒体一起合作共同审核相关内容。这点我向你保证，欧美国家的政府也是一样的，可能具体的政策不同，但是肯定是有一定的限制。

Adx：很好。我们现在已经进入了一个多屏的时代，智能手机，平板等等改变了消费者的消费行为，所以建立跨屏评估系统（iGRP）在中国互联网广告行业中也是大家关注的焦点。

Dean：关于这点我觉得很有趣，一方面中国这个行业在线上数据方面存在很多问题，无法正确测量数据，但是你们却在跨屏数据分析这种思维模式方面处于世界前列。美国那边不过才刚刚开始起步，尝试运用iGRP，但是在中国iGRP评估系统已经出现有一阵子了。我们也收到了许多类似建立iGRP评估平台的要求。但问题是，如果没有准确的数据，是无法建立一个切实有效的评估平台的。MediaMind确实有全球的iGRP基准，而且可以按国家区分开来。

Adx：明白了。谢谢您能接受我们的采访。我相信你们在中国的业务会变得越来越好，你们经验和技术也会给中国互联网广告行业带来巨大的价值。另外，也希望您能继续关注我们的博客。

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Adx: As we all know ad serving means that you can have access to more diversified data. So will you consider doing other business like DSP in China?

Dean: We have whole range of Smart products. One of them is the Smart Versioning, which can help creative agencies change content dynamically, at the same time helping them to be more efficient in production phase. We also have Smart Planning for advertisers, where it allows them to track back their historic performance data and therefore helping them to make smarter media buys in future. We also share our data with publishers to help them understand better about their audience and offer them advices on how to get more revenue with their own inventory by targeting relevant audience.

Adx: It is interesting to me that you will share data with publishers since you serve advertisers.

Dean: Yes, we do serve advertisers. Look, there is actually no publisher ad system in this industry. The publisher ad system is very simple: put this impression at this time. It’s just the rotation process. The problem of this industry is not on the publisher side but on the agency side. But we are not going to win advertisers and turn against publishers. That’s not the way we do our business. We are trying to take away all the headaches on both sides and make advertising industry better.

Adx: OK. Then you are really helpful to the whole industry. You know Chinese government is very concerned about the information within the ads, so do you have any verification system?

Dean: Yes, we have. The fact is that no publisher wants to show some crazy advertisements like pornography on their web pages. So we have our own verification system and we also work with publishers to verify data/information. I can assure you this is just the same in the United States or European countries. There might be different rules or practices, but they do exist.

Adx: Well, right now we are entering multi-screen era. The smart phones, tablets, all these clever things have changed consumers’ behaviors. So iGRP is also very hot in China.

Dean: Here’s the funny thing. On the one hand you have huge problem with online data. You don’t measure data accurately; campaign results are being tweaked and are therefore not reliable for advertisers. But China is the world’s leader in cross-channel data analytics with iGRP. America is only working through this process now but you’ve had it for a while. We receive a lot of requests here about building iGRP measurement platform. But the fact is that you can’t build an effective platform if you can’t get right data. We do have iGRP benchmarks globally and we can do a breakdown by countries.

Adx: Well thank you for the interview. I hope and I do believe your business will be great in China. And the experience and technology you bring in is valuable to China’s online advertising industry. Also I wish you could keep follow our blog.