Large Data Marketing terminology interpretation

RTB (Real time Bidding, real-time bidding)

Definition: A bidding technique that uses third-party technology to evaluate and bid on millions of web sites for each user's behavior.

RTB is not a novelty, real time Bidding (Instant Auction) in the advertising industry has long been familiar. The traditional Internet advertising ecological chain is generally at most only three parties, respectively, advertisers, advertising agencies (that is, advertising companies) and the Internet media. In the RTB advertising transaction mode, the original advertising ecological chain has changed, the whole ecological chain including advertisers, DSP, advertising trading platform and the Internet media four subjects. Advertisers put their own advertising needs on the DSP platform, the Internet media will be their own advertising flow resources to the platform for advertising, DSP through the technology with the advertising platform to complete the bidding purchase.

Therefore, when a user accesses a Web site, SSP is to the AD Exchange advertising trading platform to send a user access signal, and then the specific information of the ad will be DMP after the analysis of the match sent to DSP,DSP will bid for this, the high bidder will get the opportunity to display the ads, and the target users see- From the start of the bidding to the completion of the launch, this series of processes only need 100 milliseconds, all relying on the machine to complete.

RTB is a technology for the king of precision marketing tools, when a user browses through a product, or clicks on a special purpose AD, the traces are recorded through a cookie, and through the ad trading platform, you will be pushed to the next page with a preference ad. The continuous development of RTB related technology makes the system side itself can achieve better precision marketing, so that the ads are more accurate and more valuable.

DSP (Demand Side Platform, demand side platform)

Definition: The demand side platform allows advertisers and advertising agencies to access more easily and more efficiently purchase AD inventory because the platform brings together the inventory of various advertising trading platforms. With this platform, there is no need to come up with another tedious purchase step-a purchase request.

In fact, for the party to provide a cross-platform Cross-platform platform for advertising.

DSP (Demand-side Platform), is the demand side platform. This concept originated from the network advertising developed in Europe and the United States, is accompanied by the rapid development of the Internet and advertising industry, the new Emerging network advertising field. Together with ad Exchange and RTB, it has grown rapidly in the United States and has developed rapidly worldwide, covering Europe, the Pacific and Australia in the 2011. In the World Network display advertising field, DSP in the ascendant. DSP into China, the terminal as a DSP platform. Quickly become a boom, become the driving force of China's network display advertising RTB Market rapid development.

SSP (Sell-sideplatform, supplier platform)

Definition: The Supplier platform allows publishers to also intervene in ad transactions to make their inventory ads available. Through this platform, publishers want their inventory ads to get the most effective cost per thousand, without having to sell at a low price. and DSP (demand side platform) as the foundation of RTB, is a media service platform, the goal is to make full use of media resources (traffic), to achieve optimal benefits.

Ad Exchange (AD trading platform)

Definition: An open online advertising market (similar to a stock exchange) that can link publishers to advertisers. The ad inventory in the trading platform is not necessarily a premium stock, as long as the publisher wants to provide it, it can be found inside.

When a user accesses the AD bit page, the SSP side sends an access signal to ad exchange, informing that there is an access request that the SSP sends to each DSP the specific information of the ad bit, such as the site, the minimum bid, and the user attribute information that is matched by the DMP analysis. DSP end of this advertising display to bid, the winner of the auction can let their own ads displayed in this position, and then let users see. The following illustration depicts an example of a user who is interested in a car, and the DSP end of each car manufacturer's contention for the user.

DMP (Data-managementplatform)

Definition: The data management platform helps all parties involved in advertising inventory purchases and sales manage their data, make it easier to use third party data, enhance their understanding of all this data, return data, or pass custom data to a platform for better positioning.