What is DSP?

DSP is the abbreviation of Demand-Side Platform, that is, demand-side platform. This concept originated in Europe and America, where online advertising is developed. It is a new field of online advertising with the rapid development of the Internet and advertising industry.

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.

DSP features:

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).

Core features of DSP:

A real DSP must have two core features, one is the powerful RTB (real-time bidding) infrastructure and capabilities, and the other is the advanced audience positioning technology.

First of all, DSP requires very high data operation technology and speed. In a few hundred milliseconds, from the moment when ordinary users enter the URL in the browser address bar to the moment when users see the contents and advertisements on the page, it takes several round-trip information exchanges. Ad Exchange must first send a bidding request to DSP, telling DSP the attributes of this exposure, such as the size of the material, the URL and category where the advertising space appears, and the Cookie ID of the user. After receiving the bidding request, DSP must also decide whether to bid for this exposure within tens of milliseconds, and if so, what the price is, and then send the bidding response back to Ad Exchange. If Ad Exchange judges that DSP has won the bid, the advertisement of the advertiser represented by DSP should be quickly sent to the user's browser in a very short time. If the whole process is a little slower, Ad Exchange will think that DSP has timed out and will not accept the bidding response from DSP, and the advertiser's advertisement will not be realized.

Secondly, audience positioning technology based on data is another important core feature of DSP. From the essence of online advertising, advertisers ultimately do not want to buy media, but hope to communicate with their potential customers, that is, target groups, and put advertisements through the media. DSP, which serves advertisers or advertisers' agents, needs to decide the bidding strategy according to the relevant data about exposure opportunities transmitted by Ad Exchange every time. These data include the information of the website and page where the exposure is located, and more importantly, the audience attributes of the exposure. The analysis of crowd positioning directly determines the bidding strategy of DSP. In the whole process, DSP uses its own crowd-oriented technology to analyze, and the analysis results will directly affect the advertising effect of advertisers.

Development of DSP in China

DSP is a demand-side platform, which has risen rapidly in Europe and America together with Ad Exchange and RTB, and belongs to the emerging field of online display advertising. In recent years, it has developed rapidly in the world, with 20 1 1 covering Asia-Pacific and Australia. DSP plays an extremely important role in the rapid development and innovation of Internet display advertising, which can make the Internet display advertising market more transparent, efficient and controllable, which is very in line with the future development trend of online advertising.

At present, DSP has just started in China, and its development is in the ascendant. But strictly speaking, there are very few companies that meet the two core characteristics of DSP, and the understanding of DSP in the whole domestic network display advertising field is far from universal. At the beginning of 20 12, domestic internet advertising technology company Pinyou interacted, built a number of cloud computing platforms based on Hadoop, with large-scale data storage and distributed computing infrastructure, and independently developed the advertising intelligent optimization platform OPTIMUS Chiyou TM, which won national patent protection in crowd analysis model and advertising optimization algorithm. Pinyou Interactive officially launched its own DSP, and selected a large number of suitable exposure bids from TANX of Taobao for advertising, becoming the first real DSP in China.