Ad Network Platform PK AD trading platform

Recently, often listen to peer talk about a number of new platforms, especially the advertising trade-related platforms, such as demand-side platform DSP, data management platform DMP, AD replacement platform ad http://www.aliyun.com/zixun/aggregation/14454.html " >exchange, the supply side platform SSP, etc. (we collectively refer to these platforms as advertising trading platform), it seems that these platforms will become the mainstream platform for display ads, and greatly replace the existing advertising network platform or other advertising platform trend. There have been many reports abroad, that the advertising trading platform to enhance the delivery effect, the famous SSP technology provider PubMatic combined with four well-known DSP companies to track the effectiveness of real-time bidding system, the result is a stunning 749% advertising effects and 64% increase in media revenue. In the 2007, a series of ventures in the field of advertising, and continued to the latest acquisitions, coupled with the emergence of a new platform in the country, let us realize that this new business model is gradually on the stage of display advertising, and will occupy an important position, then also in two, Will the advertising network, which was popular in China three years ago, exit the stage of history? Advertising network is not in front of advertising trading platform is worthless, can only be slowly replaced? As a researcher in this field, I have extensively read some relevant information at home and abroad, and here I would like to share some of my views with you.

Custom

In order to better compare the differences between the two platforms, we need to first understand what is advertising network platform and advertising trading platform.

According to Wikipedia's definition, the ad network provides advertisers with the "bridge" to the site where they want to display the ads, its key function is to integrate the site to provide advertising resources, so that it can meet the advertising needs of advertisers, advertising networks using advertising server to achieve orientation, display tracking and provide the value-added function of reporting Advertising trading Platform is a technology platform, in the numerous advertising networks to provide traffic on the basis of bidding transactions.

Ad networks are generally divided into three categories, namely, vertical advertising networks, "blind" advertising networks and targeted advertising networks. The practice of vertical advertising network is generally based on the mainstream demand of brand advertisers, to purchase related vertical media, such as car ads have a large budget, some advertising networks to pack the corresponding car media channel resources, integrated into a media package sold to advertisers, from which to earn the difference, the domestic easy media belong to this category: "Blind" Advertising network Relatively simple, is simply to integrate a variety of media together, to a relatively cheap price to sell advertisers, its procurement price is relatively low, technical platform investment is comparatively small, it is characterized by the arrival of a wide range of people, CPM Price is low, this ad network is a lot of The targeted ad network is also called AD Network 2.0, the main use of specific directional technology, especially the content orientation or behavior-oriented technology, interactive Ifocus is a content-oriented advertising network, in the procurement of High-quality media based on the content of the Web page analysis, to achieve the relevant advertising matching. Advertising trading platform classification is relatively simple, the current foreign more common is the remaining flow of advertising trading platform and private trading platform, the difference is mainly in the source of traffic and advertisers control, do not rule out the future and the emergence of new advertising trading platform form.

Differences

Talking about their differences, we have to talk about their respective industrial chain structure. Advertising network industry chain is relatively clear, that is, advertisers or agents through the advertising network to purchase Web site resources, and advertising trading platform of the industrial chain is relatively complex, advertisers or agents through the demand-side platform to purchase advertising replacement platform to provide traffic, And the flow of advertising replacement platform generally from the advertising network of the remaining traffic or to join the platform of the site traffic, and some advertising inventory resources may also come from the supply side of the platform, the industrial chain to participate in a number of platforms, some companies to provide products across multiple platforms to achieve one-stop service.

I think the ad network is in the standardized management and operation of a "small market", and advertising transactions is to provide a free sale of the "big market." In the "small market", the main involved buyers and sellers are very clear, only three parties involved in the transaction, that is, advertisers or agents, advertising networks and media; in the "Big market", there is no limit to the buyer and seller, and the transaction is relatively obvious. In a way, I think the ad network can be likened to a supermarket such as Carrefour, from all over the country to buy a lot of goods, and then classified, let customers to buy, and advertising transactions a bit like Taobao Mall, this platform has a large number of buyers, there are a large number of sellers, the same commodity prices will be different There are also a lot of people to the advertising trading platform analogy to the stock market, when you want to buy a stock, only a price, and then by the Stock Exchange platform to match the price of the seller, the price fluctuation, fluctuation.

Value

Understanding the difference between advertising networks and advertising deals, let's take a closer look at the value of both.

Through research, I think the value of advertising network mainly reflected in the following aspects:

。 Reduce transaction costs: If there is no advertising network, each advertiser's advertising needs and each site to sign a contract, and to study the classification and value of each media, it can be imagined that such costs are very high, advertising network simplifies these complex work, so that advertising has become simple, more extensive contact surface, greatly reduced costs.

。 Gain value-added functions: the more common value-added functions offered by ad networks are control, frequency, geographical orientation, content orientation and so on.

。 Provide a certain crowd-oriented function: Advertisers need to buy the site resources is not its ultimate goal, their ultimate goal is to buy the people behind the Web page, vertical advertising network to classify the relevant site resources to buy, in fact, there is a certain amount of people to buy functions, such as we can speculate, The people who watch the car channel are usually the people who are interested in cars.

。 Provide a more secure delivery environment: Advertising network in the procurement of media resources tend to choose a relatively high quality of the site resources, so as to ensure the security of the launch environment, this is crucial to the brand advertisers.

。 Volume and delivery scale can be predicted, controllable, and there is protection: the advertising network every day to track the procurement of the site, so as to understand its sales of display inventory, advertisers are generally more confident to get the required flow number, plan and budget relatively easy.

。 In line with the agent's existing process: The General agent will use the Trading Desk to support the workflow, the purchase of AD network resources has become an integral part of its workflow.

Advertising trading Platform is a new technology platform, its value mainly reflected in the following aspects:

。 Huge inventory: Because the seller's threshold is relatively low, and its source can be multiple advertising networks, so relatively, its flow is huge, contact the crowd more extensive.

。 To provide a better crowd purchase function: Advertising trading platform to achieve a real-time auction for each display opportunity, for each display opportunity to provide some information about the audience, such as Web page categories, behavioral attributes, etc., which can be used as the basis for advertisers, so that the real people-oriented.

。 Improve delivery efficiency and flexibility: Advertisers can be a demand-side platform under the single, no longer need to be the same as advertising network companies to carry out briefings and price negotiations, the launch can be done at any time to change the parameters, very efficient and flexible.

。 Enhanced transparency: Advertising network is to use the difference to make money, in the end how many differences advertisers are often not very clear, and advertising trading platform market behavior more fully, price fluctuation, platform only to earn a certain proportion of transaction costs, truly transparent price.

。 Can realize the global frequency control: Advertisers to advertise, you can through the cookie mapping to achieve the frequency control of the ad network, and the original way is more difficult to achieve.

。 Reduce the repetition of the crowd: Also through cookies to save expense mapping, you can reduce the number of ad networks in the launch of the overlap between the problem, thereby saving money.

This is just a list of some of the points of value, due to the number of points involved, here is no longer one by one to repeat.

Coexistence or substitution?

We discussed the implications, differences, and values of the two platforms, and one question that is often asked is: will ad networks be replaced by AD trading platforms or will they coexist? Although many Western experts think that advertising fairs are gradually replacing ad networks, I don't think it's possible in the near future, nor is it likely to happen in the next few years, just like the advent of Taobao's online shopping will not completely replace a supermarket like Carrefour. When the advertising trading platform gradually improved, advertising network technology is also constantly updated, with each other both competition, and complementary, advertising trading platform to seize some advertising network traffic is very normal, because the advertising transaction is a new model, has its innovative value, The advertising budget eaten up by its growth is the overall budget for display-type advertising, will certainly be in this category of advertising networks have squeezed, so the initial advertising transactions will have a rapid growth process, but when the ad network constantly improve itself, providing similar real-time bidding interface, behavioral orientation and other functions, The combination of the two sides will form a benign and complementary situation.

There is also a more common question is: advertising trading platform so many, whether there will be convergence trend? I think this is inevitable, now there are some signs, such as Google's platform should be merged into two major platforms, one is the demand side platform, the other is the supply side of the advertising replacement platform, these two large platforms are actually integrated a lot of their acquired advertising trading platform.

Conclusion

The appearance of ad trading platform is not accidental, it is in the Internet technology, cloud computing, large-scale parallel computing, database technology, such as the continuous innovation, the evolution of the foundation, is the technology and the traditional advertising industry, the perfect combination of technology to bring change, we have reason to think that the display of advertising spring is coming.