In the Internet advertising industry, DSP is a system and an online advertising platform. It serves advertisers and helps advertisers put advertisements on the Internet or mobile Internet. DSP can make it easier for advertisers to follow the unified bidding and feedback methods, and purchase high-quality advertising inventory in real time at reasonable prices for online advertisements located on multiple advertising trading platforms. DSP allows advertisers to manage one or more advertising exchange accounts through a unified interface, and even DSP can help advertisers manage advertising exchange accounts and provide all-round services.
Different from the traditional advertising network, DSP does not buy advertising space from online media, nor does it use CPD (daily cost) to obtain advertising space. Instead, we get the opportunity of advertising exposure through real-time bidding of AdExchange, and DSP buys each exposure separately through Ad Exchange, that is, we get advertising space through CPM (cost per impression).
Similarities and differences with mobile advertising network
First, different customers?
Mobile DSP serves advertisers and builds a bridge between advertisers and target audiences. DSP forms massive data by docking the trading market. Through data mining and analysis, we can find the target group that meets the marketing demands of advertisers, bid for the exposure opportunities of the target audience, and realize the purchase of the target audience. ?
Mobile advertising network serves both advertisers and developers (media) and builds a bridge between advertisers and developers (media). According to their own marketing demands and target audiences, advertisers buy developers (media) resources with corresponding attributes to achieve audience coverage, which is essentially to buy developers (media). ?
Second, the purchase method is different?
Mobile DSP realizes audience purchase, and real-time bidding uses RTB technology to evaluate and bid each user's display behavior in millions of mobile applications within100 ms. According to the person in charge of the DSP of ADPush precision marketing platform, the response time of display behavior and bidding technology are the real tests of the advantages and disadvantages of the mobile DSP platform, which directly determines whether the platform can stand out and obtain high-quality advertising display. ?
Advantages of DSP audience purchase:?
First, according to different audience groups, sell the traffic of the same advertising space to different advertisers, thus improving the overall value of advertising space; ?
Second, it can accurately reach the target audience and avoid wasting the budget on non-target audiences; ?
Third, because the target audience is the target audience, the click-through rate and conversion rate are relatively high, which is easy to improve ROI. Of course, the way the audience buys also has certain limitations, such as: how to ensure brand safety?
The mobile advertising network does not adopt the non-programmatic buying way of purchasing by developers (media), but relies on the resources occupied by the platform to purchase, so there is no need to test the bidding technology and response time of the platform. The relatively direct evaluation of the advertising network is to look at the amount of apps and high-quality apps covered by the advertising network platform, which basically determines the advantages and disadvantages of the platform advertising network. ?
The mobile advertising network for media purchase also has some advantages: first, it makes the media brand premium higher; Second, it is conducive to competition among media and promotes the improvement and innovation of media. ?
Third, brand protection, advertisers can specify matching developers (media) to participate together to ensure brand safety. Of course, the media purchase mode of mobile advertising network also has some limitations: first, the coverage of non-target audiences will cause a waste of budget; ?
Secondly, there is the possibility of repeated delivery in the process of cross-media use by the target audience, which not only wastes the budget but also causes the audience's boredom. Programmatic buying fundamentally solves the problem of ineffective delivery to non-target audiences, and can also control the frequency of cross-media based on specific audiences. ?
Third, the delivery method is different?
After the emergence of mobile DSP technology, it promoted the reform of online advertising. The advertising mode of DSP not only includes the traditional advertising mode, but also connects the emerging roles in the industrial chain such as SSP and advertising trading platform, and realizes a new advertising mode. ?
The advertising mode of mobile DSP is mainly machine advertising (commonly known as programmatic buying). By using the third-party technology to evaluate each user's display behavior on millions of websites and mobile applications within 100ms, the advertising space is obtained to realize advertising, in which the bidding, bidding and advertising processes are completely completed by machines without manual intervention. ?
However, the mobile advertising network only implements manual delivery for the media. Advertisers can buy the media in two ways. One way is to buy the media directly: the advertiser directly buys the advertising space on the media for self-delivery. Secondly, advertisers buy media through agencies: agencies put media on advertisers and allocate labor budgets. ?
Fourth, is the delivery behavior different?
The benchmark of mobile DSP is precise orientation, which is one of the biggest characteristics that distinguish mobile DSP from mobile advertising network. The accuracy of mobile DSP can be subdivided into crowd orientation, behavior orientation, LBS orientation, operator orientation, wifi orientation, device model, operating system, usage time and so on according to different dimensions. This orientation method can be combined, and the accuracy is more guaranteed after repeated superposition. ?
Mobile advertising network is mainly aimed at media, so its positioning strategy is classified as blind positioning. Blind aiming is not bad, after all, it is valuable. The blind orientation of advertising network is only relative to the accuracy of DSP, and it does not directly target the crowd, but indirectly covers the crowd through the media, so it is weaker than the precise orientation of DSP in covering the target audience, which is what many advertisers are pursuing now.
No one wants to waste money on people who have no potential. ?
What are the similarities between mobile DSP and mobile advertising network?
After reading the difference between the two, we can't arbitrarily draw a conclusion whether the mobile DSP is better or the mobile advertising network is better. Each delivery method always appears in a certain industry development and historical environment. With the development of technology, there will always be something new to replace the old. Next, let's talk about the commonality between the two. Judging from the current development situation, the two will exist for a long time under this commonality. ?
First, are the forms of advertisements similar?
At present, the common forms of mobile advertising can be roughly divided into five categories according to the classification method of ADPush precision marketing platform: photo advertising (banner, screen insertion, full screen) and rich media advertising (reduction, wiping, shaking, etc. ), video advertising (corner signs, patches), native advertising (information flow, incentives, etc.). ) and integrating wall advertisements are available on both DSP and ADN platforms. ?
Second, the platform has similar functions.
Advertising platform is born for marketing, all for advertisers, and all rely on advertisers. Are based on the fundamental purpose of mobile marketing, both DSP and and are conceived for advertisers to achieve advertising and mobile marketing. The ultimate goal is for advertisers to achieve brand promotion and marketing activities through these platforms. ?
With the widespread popularity of mobile terminals and the rapid growth of mobile Internet users, advertisers have turned their attention to the mobile field, and the platforms, software and advertising forms that naturally serve advertisers stand out. And with the continuous expansion of this field, there will be more new platforms in the future, such as a new formula DSPAN recently.
Digital Signal Processing, English: digital signal processing (DSP for short) is a professional basic course of electronic information discipline, and the first professional course is signal and system.