GB/T 34941-2017 in English
VALIDInformation technology service-Digitize marketing-Programmatic marketing technology requirements
- Issued on:2017-11-01
- Implemented on:2018-05-01
- File Format:PDF
- Delivery:Via email within 5 business days
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《GB/T 34941-2017信息技术服务 数字化营销服务 程序化营销技术要求》由TC28（全国信息技术标准化技术委员会）归口，TC28SC40（全国信息技术标准化技术委员会信息技术服务分会）执行，主管部门为国家标准化管理委员会。
Introduction
Standard Background and Technology Evolution
This standard was released in 2017 to solve the problem of protocol fragmentation between platforms such as SSP/DSP/Ad Exchange in the programmatic marketing ecosystem. As the proportion of programmatic transactions increased from 15% in 2014 to 42% in 2017, the low efficiency of cross-platform collaboration has become a key bottleneck restricting the development of the industry.
Core Architecture Analysis
| Module | Technical Points | Innovative Value |
|---|---|---|
| Interface Protocol | Protobuf Data Format + 200ms Timeout Control | Transmission Efficiency Increased by 60% |
| Execution Process | Three-stage Quality Control System | Abnormal Traffic Reduced by 35% |
| Data Classification | User/Media/Customer Three-dimensional System | Tag Matching Accuracy Increased to 92% |
Key Technology Implementation
Bid Request Protocol
A hierarchical object structure is used, and the key fields include:
- BidRequest: Contains a unique bidding ID and test identifier
- Impression: Ad slot type (floating/interstitial, etc.) and size
- User: Encrypted user ID and interest tag (see Appendix B)
Multi-level transaction model
| Mode | Inventory Type | Pricing Mechanism | Applicable Scenarios |
|---|---|---|---|
| Open Market Bidding | Non-reserved | Real-time Bidding | Regular Traffic Procurement |
| Programmatic package breaks | Reservation | Fixed price | Brand guarantee demand |
Implementation suggestions
Data security compliance path
According to clause 7.7.2 of the standard, it is recommended to take the following measures:
- User IDs are encrypted and stored using SHA-256
- Establish a third-party monitoring whitelist mechanism
- Log retention period ≥ 90 days
Abnormal data processing flow
When the data difference between DSP and Ad Exchange is greater than 5%:
- Retrieve bidding request ID log
- Check IP+timestamp dimension data
- According to GB/T 2260 Verify the region field
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