Then, today, Rubik's Cube Ye Feng will give you a "popular science" about what DSP advertising is. The concept of DSP(Demand-SidePlatform) advertising originated in Europe and America, where the network is developed. It is an online advertising platform with the rapid development of the Internet and advertising industry.
DSP rose in China in 20 1 1 year. After several years of development, it is still in the ascendant. Combining with new technologies such as big data and artificial intelligence, it is becoming another new model of Internet advertising after SEM advertising.
A real DSP must have two core features, one is powerful RTB (real-time bidding) infrastructure and capability, and the other is accurate user positioning technology. At present, no internet company can really do these two things.
To discuss the domestic DSP advertising market, we have to talk about three domestic online alliance platforms, Baidu Online Alliance, Google Online Alliance and Ali Mama. In the internet world, they have an elegant name called "residual traffic". You're welcome to say that DSP packages the spam that cannot be sold by major websites to Baidu, Google and Ali, and then the DSP platform cooperates with major network alliances to help them sell spam. In fact, all major network alliances are wholesalers of spam.
Why is it garbage flow? Why don't you think about it the other way around? If there is a high-quality advertising space on a high-quality website, do you think it sells well? For another example, if you see an advertisement on a small website or a junk website and an advertisement on a big brand website, where will you believe the advertisement? Objectively speaking, is the advertisement of big platform more credible or the advertisement of small junk website more credible?
Of course, even if you know that this is "excess" traffic, they will tell you new technologies and concepts such as "big data", "precise drainage", "crowd positioning" and "intelligent delivery", so that you have to try. But as Party A, as a boss and as a responsible network marketing manager, do we really need to care about so many strange technologies? What we want directly is the effect? But no DSP service provider can guarantee you even the smallest effect. They usually bypass such questions and tell you, "How will you know if you don't try?"
Therefore, normal companies generally do not choose to invest in DSP advertisements, and 99% of them are fooled by the DSP platform. Of course, if you are selling "minority demand products" such as aphrodisiac, dog skin plaster and small movies, you can try it.
If you have to try DSP advertising, you can try information flow advertising on Baidu, Today Headline, Tencent, Netease and other platforms. Information flow advertisement is actually a kind of DSP advertisement. These platforms are relatively large Internet platforms in China at present, and the traffic quality is not bad. Enterprises can open accounts directly without high pre-existing fees. If you can't do DSP on these platforms, then I suggest you give up advertising on DSP. Of course, unless your enterprise has enough advertising budget, it is simply to improve the visibility of the enterprise.
Ok, that's enough for DSP advertising Ye Feng today! After finishing this article, I also hope that the boss will not be fooled by DSP platform manufacturers or sales staff. If you need more information about online marketing, please consult online.