Author: Fried Crow Noodles
Link : https://www.zhihu.com/question/23458646/answer/130631448
Source: Zhihu The
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In fact, concepts such as DSP, RTB, and SSP are very simple. It's just that Internet marketers like to pretend to be forceful, and they deliberately use English abbreviations to show that they are very good. Tell me about my understanding: For example, I am a startup company with no money. My boss gave me a budget of 1,000 yuan and asked me to invest in Internet advertisements. Haven’t seen so many huge sums of money! Don’t be frightened, just splurge! Oh, by the way, I want the advertisements to be seen on the four major portals as well as today’s headlines, WeChat, and QQ space, by the way, I You also need to see what the spend and conversion look like.” Without DSP, I’d be stunned. I am a small start-up company, I am the only one in the market, and I only have 1,000 quick money. I definitely can't use 1,000 yuan to go to Sina, Tencent, NetEase, etc. to talk about it! That's gotta kill me. I can't go to a professional media agency with 1,000 yuan. 1,000 yuan is not enough for an hour's agency service fee! So I can only find a DSP platform, that is, Demand-Side Platform, the full name is called "programmatic purchasing demand-side platform", which is actually a broken website. I recharged 1,000 yuan in it, and I can choose the media myself to advertise. Well, what are the four major portals, today’s headlines, WeChat and Weibo’s advertising space, all of them are in it, I can put the advertising space I want to buy into my shopping cart, and then settle the bill, just like shopping on Taobao. But, I'm not the only one buying this ad space! The advertising space is different from the clothes on Taobao. It has a unique scarcity at the same time, so I need to make a bid to buy it. RTB is a very powerful bidding technology that exists on the DSP platform. Real-time Bidding, real-time bidding, it can use big data to help you retrieve the cookie of hundreds of millions of computers and mobile phones in the world and the ad positions bought by other advertisers in an instant, and instantly generate a best match according to the price you bid Of course, all of this happens in the background, and the specific RTB algorithms of different DSP platforms are different. In short, you can understand that RTB is a method that allows you to spend the least money and generate the largest and most accurate results. The technology of the delivery effect will do. OK, then I'll place an order! The DSP platform provided me with data such as exposure, CPM (cost per thousand exposure), clicks, etc. in almost real time, and I didn’t have to do anything, just drink coffee. After a long time, the effect will be increased, and if the effect is not good, the delivery will be suspended. Well, then, my amateur is actually a partner of a content website. I also want to make some money from this website, so I added my website to SSP, which is a media service platform. SSP and DSP are actually the relationship between the seller and the buyer. My website has joined a certain SSP, then other advertisers can directly advertise on my website through the DSP corresponding to this SSP!
If you don't understand, then give another chestnut:
Author: Chen Taotao
Link : https://www.zhihu.com/question/23458646/answer/25535257
Source: Zhihu The
copyright belongs to the author. For commercial reprints, please contact the author for authorization, and for non-commercial reprints, please indicate the source.
Nike wanted to advertise a new shoe online, targeting male college students in their 20s. The promotion process includes 4 aspects: 1. Confirm promotion channels: Confirm the web pages that male college students like, such as: Sina Sports, Renren, and some small forums. 2. Confirm the attributes of the target customer: male 20-year-old college student 3. Create promotional materials: advertisement banner These advertising spaces are put into the Ad Exchange platform (equivalent to setting up a booth in the "vegetable market" that sells advertising spaces). Dish = advertising space" to sell, so called SSP (Sell-side Platform seller platform). For Nike, they came to this vegetable market (Ad Exchange) through DSP, and RTB helped them calculate how to buy more dishes that better meet the promotion requirements under a limited budget. Therefore, DSP wants to advertise, and it is used by companies that have purchase demand for advertising positions, which is called (Demand-side Platform). "Cai" here refers to cookies that meet the conditions of "male 20-year-old college students". Everyone's browsing history will be recorded by the computer to form a cookie. Since the cookie is anonymous (the personal information of the browser is not recorded), some third-party data companies import the cookie into their own system for analysis, and match the known personal information in the system such as gender, geographic location, age, etc., Importing this cookie into the vegetable market (Ad Exchange) is equivalent to putting an introduction next to each dish (Shanxi Chinese cabbage). These companies are called Data supplier. This kind of buying behavior happens every minute and every second. When a qualified "male 20-year-old college student" is about to open webpage A, the cookie is placed in the vegetable market, and Nike can buy it after seeing it. , and then display the created advertisement banner on this webpage, the whole process takes about 0. 4 seconds, so the browser is completely imperceptible. At the same time, there are countless qualified cookies browsing countless web pages, so real-time bidding is required, that is, the computer can automatically buy the "vegetables" you need, thus resulting in RTB (Real-time bidding), generally speaking Coming to RTB is only a function of the DSP platform.