Kev Tshaj Tawm Technology

Dab tsi yog Qhov Demand-Side Platform (DSP)?

Ib qho kev thov-sab platform (DSP) yog qhov kev daws teeb meem software uas tso cai rau cov neeg tshaj tawm thiab cov neeg lag luam tuaj yeem yuav cov khoom lag luam digital tshaj tawm thoob plaws ntau qhov kev sib pauv kev tshaj tawm, tes hauj lwm, thiab cov tshaj tawm hauv lub sijhawm tiag tiag, siv tib lub interface. Nws txhim kho cov txheej txheem kev yuav khoom thiab pab cov neeg tshaj tawm txhawm rau tsom cov neeg tuaj saib tshwj xeeb zoo dua.

Txhawm rau nkag siab tias DSP yog dab tsi thiab nws haum rau hauv cov txheej txheem kev tshaj tawm kev yuav khoom, ib tus yuav tsum nkag siab tag nrho cov ecosystem. Daim duab no los ntawm Moloco qhia txog nws zoo kawg nkaus:

programmatic ad muas lub sij hawm twv qhov system
credit: Moloco: DSP vs SSP

Daim duab qhia txog cov txheej txheem ntawm programmatic tshaj tawm thiab kev sib tw tiag tiag (RTB), qhia txog kev sib raug zoo ntawm cov ntsiab lus sib txawv hauv ecosystem, xws li cov tshaj tawm, cov tshaj tawm, kev sib pauv, DSPs, thiab khoom-sab platforms (SSPs).

  • Advertiser: Ib lub lag luam lossis ib tus neeg tab tom nrhiav txhawb lawv cov khoom lossis kev pabcuam los ntawm kev tshaj tawm digital.
  • Demand Side Platform (DSP): Ib qho software platform uas tso cai rau cov neeg tshaj tawm tuaj yeem yuav cov khoom muag tshaj tawm thoob plaws ntau qhov kev sib pauv kev tshaj tawm hauv lub sijhawm, ua kom cov txheej txheem kev yuav khoom.
  • Ad Txauv: Ib qho chaw lag luam digital uas cov neeg tshaj tawm (los ntawm DSPs) thiab cov tshaj tawm (los ntawm SSPs) yuav thiab muag cov khoom muag hauv lub sijhawm tiag tiag uas siv lub tshuab muag khoom muag.
  • Ad Network: Ad tes hauj lwm ua raws li tus neeg nruab nrab ntawm cov neeg tshaj tawm thiab cov tshaj tawm, sib sau cov khoom muag los ntawm ntau tus tshaj tawm thiab muag rau cov tshaj tawm.
  • Supply-Side Platform (SSP): Lub platform software uas tso cai rau cov tshaj tawm los tswj, muag, thiab ua kom zoo dua lawv cov khoom lag luam tshaj tawm thoob plaws ntau qhov kev sib pauv.
  • Data Management Platform (DMP): Ib qho kev xaiv centralized platform uas sau, npaj thiab txheeb xyuas cov ntaub ntawv loj los ntawm ntau qhov chaw. Nws tso cai rau ob tus neeg tshaj tawm thiab tshaj tawm los tsim cov neeg tuaj saib raws li tus neeg siv tus cwj pwm, nyiam, thiab cov pej xeem, pab lawv lub hom phiaj tshaj tawm kom zoo thiab ua tau zoo.
  • Publisher: Ib lub vev xaib lossis tus tswv app uas tso tawm tshaj tawm kom tau nyiaj lawv cov ntsiab lus.

Yuav ua li cas Real-Time Bidding thiab Programmatic Advertising ua hauj lwm?

Tus tshaj tawm

  1. Tus neeg tshaj tawm tau teeb tsa ib qho kev sib tw hauv lawv cov DSP xaiv, suav nrog cov hom phiaj, pob nyiaj siv, thiab kev tsim tawm.
  2. Thaum tus neeg siv mus ntsib tus tshaj tawm lub vev xaib lossis app, tus tshaj tawm xa daim ntawv thov kev tshaj tawm rau kev sib pauv ntawm lawv SSP, suav nrog cov ntsiab lus hais txog tus neeg siv thiab qhov chaw tshaj tawm.
  3. Kev sib pauv kev tshaj tawm sib phim qhov kev thov tshaj tawm nrog cov kev tshaj tawm cuam tshuam nrog cov phiaj xwm hauv lub sijhawm tiag tiag.
  4. Cov neeg tshaj tawm, dhau los ntawm lawv cov DSPs, twv rau qhov kev tshaj tawm raws li cov hom phiaj thiab lawv cov tswv yim sib tw.
  5. Cov neeg sib tw siab tshaj plaws yeej qhov kev sib tw, thiab lawv cov ntawv tshaj tawm tau txais kev pabcuam ntawm tus tshaj tawm lub vev xaib lossis app.

Consumer

  1. Tus neeg siv mus ntsib tus tshaj tawm lub vev xaib lossis app.
  2. Tus tshaj tawm xa ib daim ntawv thov rau kev sib pauv kev tshaj tawm ntawm lawv SSP, suav nrog cov ntaub ntawv hais txog tus neeg siv thiab qhov chaw tshaj tawm.
  3. Kev sib pauv kev tshaj tawm sib phim qhov kev thov tshaj tawm nrog rau cov phiaj xwm tshaj tawm, thiab kev sib tw yuav tshwm sim.
  4. Cov neeg sib tw siab tshaj plaws yeej qhov kev sib tw, thiab lawv cov ntawv tshaj tawm tau txais kev pabcuam ntawm tus tshaj tawm lub vev xaib lossis app.
  5. Tus neeg siv pom qhov kev tshaj tawm, thiab yog tias lawv pom tias nws cuam tshuam lossis nthuav, lawv tuaj yeem nyem rau ntawm nws, ua rau muaj kev mus ntsib tus tshaj tawm lub vev xaib lossis nplooj ntawv tsaws.

A DSP haum rau hauv pawg lag luam tag nrho raws li cov cuab yeej rau kev tshaj tawm kev tshaj tawm, ntxiv rau lwm yam kev lag luam xws li kev tswj hwm kev sib raug zoo ntawm cov neeg siv khoom (CRM) systems, cov ntsiab lus tswj systems (CMS), marketing automation, thiab web analytics tools.

Vim Li Cas Cov Tuam Txhab Ua Raws Li DSP?

Muaj plaub qhov kev sib tw tseem ceeb uas DSP tuaj yeem kov yeej rau lub tuam txhab nrhiav kev nqis peev zoo dua thiab taug qab nws cov peev nyiaj tshaj tawm:

  1. Fragmented ad kev yuav khoom: Kev yuav cov khoom muag tshaj tawm thoob plaws ntau lub network thiab cov tshaj tawm tuaj yeem siv sijhawm ntev thiab tsis muaj txiaj ntsig.
  2. Ineffective targeting: Cov tuam txhab tawm tsam nrhiav thiab ncav cuag cov neeg tuaj saib zoo rau lawv cov phiaj xwm.
  3. Nyuaj hauv kev tswj cov peev nyiaj: Kev faib nyiaj thiab kev ua kom zoo rau pob nyiaj siv rau cov phiaj xwm sib txawv thiab cov platforms tuaj yeem nyuaj.
  4. Tsis muaj kev nkag siab ntawm lub sijhawm tiag tiag: Cov tuam txhab xav tau kev nkag mus rau cov ntaub ntawv hauv lub sijhawm thiab kev tshuaj ntsuam xyuas kom paub cov kev txiav txim siab thiab ua kom zoo dua lawv cov phiaj xwm.

Dab tsi yog DSP Cov Txheej Txheem Ua Haujlwm?

Muaj ntau yam nta, kev ua haujlwm, lub hom phiaj, thiab kev sib koom ua ke muaj rau txhua qhov DSP, yog li kev xaiv thiab kev siv lub platform hauv koj pawg MarTech yuav tsum ua tib zoo saib xyuas.

  1. Ntsuas koj cov kev xav tau: Txiav txim siab koj lub hom phiaj kev tshaj tawm, cov neeg tuaj saib lub hom phiaj, thiab cov peev nyiaj los xaiv DSP txoj cai rau koj txoj kev lag luam.
  2. Tshawb nrhiav thiab xaiv DSP: Sib piv DSPs sib txawv raws li lawv cov yam ntxwv, cov nqi, thiab cov tuam txhab phiaj xwm kom pom qhov zoo tshaj plaws haum.
  3. Teeb tsa tus account: Tsim ib tus account nrog DSP xaiv thiab teeb tsa koj cov ntaub ntawv them nyiaj.
  4. Tsim thiab upload koj cov kev tsim tawm: Tsim koj cov tswv yim tshaj tawm thiab xa lawv mus rau lub platform.
  5. Teem lub hom phiaj thiab kev sib tw: Txhais koj lub hom phiaj, xws li cov pej xeem, qhov chaw, thiab kev txaus siab, thiab teeb tsa koj lub tswv yim sib tw.
  6. Launch thiab optimize campaigns: Tua tawm koj cov phiaj xwm thiab saib xyuas lawv cov kev ua tau zoo siv cov kev ntsuas lub sijhawm tiag tiag, ua kev hloov kho raws li qhov xav tau los txhim kho cov txiaj ntsig zoo.

Yuav Ua Li Cas Ntsuas Koj Qhov Kev Ua Tau Zoo DSP

Kev saib xyuas cov KPIs no pab koj ntsuas qhov ua tau zoo ntawm koj qhov kev xaiv DSP thiab kev nqis peev, kom ntseeg tau tias koj ua kom muaj txiaj ntsig thiab ua tau zoo ntawm koj cov phiaj xwm kev tshaj tawm digital rau koj qhov kev xav tau. Kev nqis tes ua yuav raug taug qab los ntawm kev taug qab cov ncuav qab zib, nyem-nrhiav, tsaws nplooj hloov dua siab tshiab-nrhiav, hu xov tooj mus txog qhovtwg, lossis kev tshaj tawm txoj cai txhiv.

  • Tus nqi siv tau rau ib qho kev ua (eCPA): Ntsuas tus nqi nruab nrab ntawm kev tau txais qhov kev xav tau (piv txwv li, hloov dua siab tshiab, muag, kos npe) los ntawm DSP. Qhov qis dua eCPA qhia tau tias muaj txiaj ntsig zoo dua.
  • Tus Nqi Zoo Ib Nyem (eCPC): Sawv cev tus nqi nruab nrab ntawm ib nias rau koj qhov kev sib tw. Qhov qis dua eCPC qhia tias koj tau them tsawg dua rau txhua qhov nyem, ua rau koj cov phiaj xwm nqis peev ntau dua.
  • Nqi Ib Mille (CPM): Ntsuas tus nqi ib txhiab ad impressions. CPM qis dua txhais tau hais tias koj tau them tsawg dua rau txhua txhiab zaus koj qhov kev tshaj tawm tau pom, uas tuaj yeem qhia tus nqi zoo dua rau koj qhov kev siv nyiaj tshaj tawm.
  • Nyem-Ntawm Tus Nqi (CTR): Qhov feem pua ​​​​ntawm cov neeg siv uas nyem rau ntawm koj qhov kev tshaj tawm tom qab pom nws. CTR siab dua qhia tias koj cov lus tshaj tawm yog qhov txaus siab dua thiab cuam tshuam rau koj cov neeg tuaj saib lub hom phiaj.
  • Tus Nqi Txiaj Ntsim (CVR): Qhov feem pua ​​​​ntawm cov neeg siv ua tiav qhov kev xav tau (piv txwv li, kev yuav khoom, kos npe) tom qab nyem rau ntawm koj qhov kev tshaj tawm. CVR siab dua qhia tias koj cov phiaj xwm tau tsav cov txiaj ntsig zoo dua los ntawm cov neeg siv.
  • Rov qab rau ntawm Siv Kev Siv Nyiaj (ROAS): Cov nyiaj tau los ntawm koj cov phiaj xwm kev tshaj tawm muab faib los ntawm tag nrho cov kev siv tshaj tawm. ROAS siab dua qhia tau tias muaj txiaj ntsig ntau dua peev hauv DSP.
  • Nkag mus thiab Zaus: Reach yog hais txog tus naj npawb ntawm cov neeg siv tshwj xeeb tshaj tawm rau koj qhov kev tshaj tawm, thaum lub sijhawm ntsuas qhov nruab nrab ntawm cov sij hawm tus neeg siv pom koj qhov kev tshaj tawm. Optimizing ncav cuag thiab zaus ua kom ntseeg tau tias koj ncav cuag cov neeg tuaj saib dav dua yam tsis tau tshaj tawm koj cov tshaj tawm.
  • Viewability Rate: Qhov feem pua ​​​​ntawm cov kev tawm tswv yim uas tau pom los ntawm cov neeg siv (xws li, tsis zais lossis hauv qab qhov quav). Tus nqi pom tau ntau dua qhia tau tias koj qhov kev tshaj tawm muaj qhov zoo dua ntawm kev pom thiab cuam tshuam nrog cov neeg siv.
  • Khoom Muag Khoom Zoo: Kev ntsuas qhov zoo ntawm cov khoom lag luam uas muaj, xws li hom kev nyab xeeb, kev pom, thiab qhov chaw tshaj tawm, xyuas kom meej tias koj cov ntawv tshaj tawm tau tshwm sim hauv cov ntsiab lus tsim nyog thiab muaj txoj hauv kev zoo dua los tsim cov txiaj ntsig zoo.
  • Platform nta thiab muaj peev xwm: Ntsuam xyuas DSP cov hom phiaj kev xaiv, tshaj tawm thiab cov cuab yeej tshuaj ntsuam xyuas, kev ua kom zoo dua qub, thiab kev koom ua ke nrog lwm lub platform hauv koj pawg lag luam.

Ib Daim Ntawv Teev Npe ntawm Cov Thawj Coj DSPs

  • Adobe Advertising huab - Kev tshaj tawm DSP yog thawj qhov kev xav tau ywj pheej-sab platform uas coj kev sib koom ua ke ntawm kev tshuaj ntsuam thiab hla kev sib koom ua ke rau kev npaj, yuav, ntsuas, thiab ua kom zoo dua. Nws yog tib lub omnichannel DSP uas txhawb nqa kev sib txuas hauv TV, video, zaub, haiv neeg, suab, thiab kev tshawb nrhiav cov phiaj xwm.
  • Google Display & Video 360 (DV360) - Ib feem ntawm Google Kev Lag Luam Platform, DV360 tso cai rau cov tshaj tawm thiab cov neeg lag luam los npaj, ua, thiab tswj hwm lawv cov phiaj xwm kev tshaj tawm thoob plaws ntau txoj hauv kev xws li zaub, video, haiv neeg, thiab ntau dua.
  • MediaMath - tus thawj coj omnichannel thov-sab platform uas txhawb nqa cov neeg tshaj tawm kom ncav cuag thiab koom nrog lawv cov neeg tuaj saib lub hom phiaj thoob plaws ntau txoj hauv kev, suav nrog zaub, video, mobile, thiab kev tshaj xov xwm. Nrog nws cov AI-tsav optimization, granular targeting, thiab customizable tshaj tawm muaj peev xwm, MediaMath's DSP ua kom zoo, cov ntaub ntawv-tsav kev lag luam cov tswv yim uas muab cov txiaj ntsig zoo dua thiab rov qab los ntawm kev nqis peev ntau dua.
  • Microsoft Xandr - Microsoft's DSP, koom tes nrog Xandr, muab cov kev tshaj tawm kev tshaj tawm zoo tshaj plaws uas ua rau cov neeg tshaj tawm nkag mus rau cov khoom lag luam zoo thiab ncav cuag lawv lub hom phiaj cov neeg tuaj saib thoob plaws Microsoft cov khoom thiab Xandr lub khw. Nrog rau cov kev xaiv siab tshaj plaws, kev ncav cuag, thiab cov ntaub ntawv-tsav kev nkag siab, qhov DSP no muab cov phiaj xwm kev tshaj tawm zoo thiab tus kheej uas ua rau muaj kev koom tes zoo dua thiab ua tau zoo.
  • Cov Ntawv Tshaj Lij - Lub Rooj Muag Khoom Lag Luam yog lub khw muag khoom sab nraud uas muab kev nkag mus rau tag nrho RTB cov khoom muag rau cov zaub, TV, video, social, mobile, thiab ntau dua. Cov neeg siv xov xwm siv peb cov khoom lag luam tuaj yeem khiav cov phiaj xwm hauv txhua qhov kev tshaj tawm hauv online thiab tshaj tawm txog yuav ua li cas txhua txoj kev sib koom ua ke los cuam tshuam lawv cov neeg siv khoom.
  • Yahoo! Kev tshaj tawm DSP - tam sim no ib feem ntawm Verizon Media, muab kev sib koom ua ke kev tshaj tawm kev tshaj tawm platform uas tso cai rau cov neeg tshaj tawm los tswj thiab txhim kho cov phiaj xwm thoob plaws ntau txoj kev, suav nrog zaub, video, haiv neeg, thiab xov tooj ntawm tes. Leveraging Yahoo cov khoom muag dav, cov ntaub ntawv-tsav lub hom phiaj, thiab kev ua kom zoo tshaj plaws, DSP no pab cov neeg tshaj tawm mus txog lawv lub hom phiaj cov neeg tuaj saib zoo thiab ua tau zoo thaum ua kom lawv rov qab los ntawm kev siv nyiaj.

Douglas Karr

Douglas Karr yog CMO OpenINSIGHTS thiab tus founder ntawm lub Martech Zone. Douglas tau pab ntau ntau qhov kev vam meej MarTech startups, tau pab nyob rau hauv kev mob siab rau ntau tshaj $ 5 bil nyob rau hauv Martech nrhiav thiab kev nqis peev, thiab txuas ntxiv pab cov tuam txhab hauv kev siv thiab automating lawv cov kev muag khoom thiab kev lag luam cov tswv yim. Douglas yog tus paub thoob ntiaj teb kev hloov pauv digital thiab MarTech kws tshaj lij thiab hais lus. Douglas tseem yog tus sau phau ntawv Dummie phau ntawv qhia thiab phau ntawv ua lag luam.

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