The English abbreviation DSP, the full English name Delivery Service Partner, and the Chinese explanation Delivery Service Partner.
DSP is the abbreviation of Demand-Side Platform, that is, demand-side platform. This concept originated in Europe and the United States, where online advertising is developed. It is a newly emerging 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 place advertisements on the Internet or mobile Internet. DSP can make it easier and more convenient for advertisers to follow a unified bidding and feedback method, and provide reasonable pricing for online advertisements located on multiple advertising exchange platforms. Buy high-quality ad inventory at real-time prices. DSP allows advertisers to manage one or multiple Ad Exchange accounts through a unified interface. DSP can even help advertisers manage Ad Exchange accounts and provide a full range of services.
Different from the traditional advertising network (Ad Network), DSP does not buy advertising space from online media, nor does it use CPD (Cost Per Day) to obtain advertising space; rather, it obtains advertising space from the advertising exchange platform. (AdExchange) to obtain the opportunity for advertising exposure through real-time bidding. DSP purchases each exposure individually through the advertising exchange platform, that is, using the CPM (Cost Per Impression) method to obtain advertising space.
A true DSP must have two core characteristics, one is to have powerful RTB (Real-Time Bidding) infrastructure and capabilities, and the other is to have advanced user targeting (AudienceTargeting) technology.
First of all, DSP has very high requirements on its data computing technology and speed. In just a few hundred milliseconds, from when an ordinary user enters the URL of the website in the address bar of the browser to when the user sees the content and advertisements on the page, several network round trips need to be exchanged. Ad Exchange must first send a bidding request to the DSP, informing the DSP of the attributes of the exposure, such as the size of the material, the URL and category of the ad space, and the user's Cookie ID; after receiving the bidding request, the DSP must also Decide within tens of milliseconds whether to bid for this exposure, and if you decide to bid, what price to bid, and then send the bidding response back to Ad Exchange. If Ad Exchange determines that the DSP has won the auction, the advertisement of the advertiser represented by the DSP must be quickly sent to the user's browser in a very short time. If the entire process is slightly slower, Ad Exchange will think that the DSP has timed out and will not accept the DSP's bidding response, and the advertiser's ad delivery will not be realized.
Secondly, data-based Audience Targeting technology 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 and place advertisements with their potential customers, that is, target groups, through media. DSPs that serve advertisers or advertisers' agents need to determine bidding strategies based on the relevant data about each exposure opportunity sent from Ad Exchange. This data includes information about the website and page where this exposure is located, as well as the more critical audience attributes of this exposure. The analysis of crowd orientation directly determines the bidding strategy of the DSP. During the entire process, DSP uses its own crowd targeting technology for analysis, and the analysis results obtained will directly affect the advertiser's advertising effect.
Domestic DSP development
DSP is a demand-side platform. It has rapidly emerged in Europe and the United States together with Ad Exchange and RTB. It belongs to the emerging field of online display advertising and has grown rapidly around the world in recent years. Development, in 2011 it has covered the Asia-Pacific region and Australia. DSP plays an extremely important role in the rapid development and innovation of Internet display advertising. It 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, China's DSP has just started and its development is in the ascendant. However, there are very few companies that strictly meet the two core characteristics of DSP. The understanding of DSP in the entire domestic online display advertising field is far from universal. In early 2012, Pinyou Interactive, a domestic Internet advertising technology company, built multiple cloud computing platforms based on Hadoop, with large-scale data storage and distributed computing infrastructure. The self-developed advertising intelligent optimization platform OPTIMUS YouchiTM, Both the crowd analysis model and advertising optimization algorithm have obtained national patent protection. Pinyou Interactive officially launched its own DSP, and selected appropriate exposure bidding from Taobao's TANX to place ads, becoming China's first true DSP.