Adnetwork, Adexchange, DSP, SSP, RTB, DMP advertising terminology interpretation

adnetwork, Adexchange, DSP, SSP, RTB, DMP there is an inherent relationship between these patterns, so in understanding, we need to connect to understand, can not be separated. 1, RTB (realtimebidding, real-time bidding):

Definition: A bidding technique that uses third-party technology to evaluate and bid on the millions of Web sites for each user to display their behavior.

Personal understanding: If the Internet is compared to a spider web, then when any little creature touches a node on the web, every tiny action of it brings a series of feedback. At the same time, the owner of the net will automatically analyze the visitors in the field of intrusion. The owner of the net keeps a record of the data, and when you run into the net for the second time, it finds a visitor's information from its database that matches one of its databases, and then it responds to that information accordingly. Every day, this web is constantly evolving, it is constantly storing new data, it is getting smarter, it tries to understand the behavior and purpose of every foreign visitor, and eventually it shifts from passive temptation to precise capture. This is RTB, which is real time bidding. Through the recording of cookies, to resolve the user's behavior, so as to achieve the purpose of accurate advertising.

2, DSP (Demandsideplatform, 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-the purchase request.

Personal understanding: There are tens of thousands of advertisers in the Internet, they urgently need to promote their products, to find quality media and accurate target users, optimize the advertising strategy, improve input-output ratio. Simply speaking, the DSP is the main advertising service platform, advertisers can set up on the platform ads target audience, place, advertising bids and so on.

3. SSP (Sell-sideplatform, supply side 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.

Personal understanding: The supply side platform, is the Webmaster service platform. Webmasters can manage their own advertising on the SSP, control the display of advertising and so on.

A comparison of the DSP and SSP is shown below:

4, Adexchange (advertising 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.

Personal understanding: The so-called advertising trading platform, is a can let advertisers in the right time, the location of the right to contact the user's place. It can provide an independent value for each ad impression (the number of ads), and its application of real-time bidding technology allows advertisers to auction every time the ads show the opportunity before the user.

Adexchange compared to the traditional model still has a relatively large advantage, on the one hand, save the cost of advertisers, on the other hand, the owners of the increase in revenue, the most important thing is to allow the right ads to show the right users, enhance the user experience.

5, DMP (data-managementplatform, Data management platform):

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.

Personal understanding: The integration of decentralized data into a unified technology platform.

6, Adnetwork (advertising network platform):

Definition: Advertising network is a closed network advertising market, network owners as intermediaries to purchase advertising inventory, and then resell to buyers, although sometimes publishers can create their own advertising network.

Personal understanding: is a link between advertisers and network media advertising system platform, on the one hand for advertisers to provide advertising management, release and monitoring services, on the other hand for the media to cash part of the value of advertising inventory.