Big Data Marketing noun explanation: rtb,dsp,ssp,ad Exchange

RTB (Real time Bidding, live bidding)

Definition: An auction technology that utilizes third-party technology to evaluate and bid on the behavior of each user on millions of websites.

RTB is not new, real time Bidding (instant bidding) has long been familiar in the advertising industry. The traditional internet advertising eco-chain generally has at most only three parties, namely advertisers, advertising agencies (ie, advertising agencies) and internet media. In the RTB ad trading mode, the original advertising ecological chain has changed, the entire ecological chain including advertisers, DSP, advertising trading platform and Internet media four main body. Advertisers put their own advertising needs on the DSP platform, Internet media will be their own advertising traffic resources to the advertising platform, DSP through the technology docking with the advertising platform to complete the bid purchase.

Therefore, when a user accesses a Web site, the SSP sends a user access signal to the ad Exchange advertising platform, and then the specific information of the ad bit is sent to DSP,DSP after the analysis match of DMP to bid, the high bidder will be given the opportunity to display the ad and be seen by the target user- From the start of the auction to the completion of the delivery, this series of processes only takes 100 milliseconds, all rely on the machine to complete.

RTB is a technology-based precision marketing means, when a user in the entire network to browse a certain commodity, or click on a special category of advertising, its browsing traces will be recorded through a cookie, and through the advertising platform, you will be on the next visit to the Web page, you are pushed to match the ads. The continuous development of RTB-related technologies makes it possible to achieve better precision marketing on the system side itself, making advertising more accurate and valuable.

DSP (Demand Side Platform, demand side platform)

Definition: The demand side platform allows advertisers and advertising agencies to more easily access and more effectively purchase ad inventory, as the platform brings together a variety of advertising trading platform inventory. With this platform, there is no need for another cumbersome purchase step-purchase request.

In fact, we provide a cross-media cross-platform advertising platform for party A.

DSP (Demand-side Platform) is the demand side platform. This concept originated from the developed network advertising in Europe and the United States, is accompanied by the rapid development of the Internet and advertising industry, the emerging Network advertising field. Together with ad Exchange and RTB, it is rapidly emerging in the United States, with rapid global growth, covering Europe, America, Asia Pacific and Australia in 2011. In the World Network display advertising field, DSP is in the ascendant. DSP is introduced into China and the terminal is a DSP platform. Quickly become a boom, to promote the Chinese network display advertising RTB Market rapid development of one of the driving force.

SSP (Sell-sideplatform, supply side platform)

Definition: The supply-side platform allows publishers to intervene in ad transactions to make their inventory ads available. Through this platform, publishers want their inventory ads to get the highest effective CPM, without having to sell at a low price. As the basis of RTB as the DSP (demand side platform), it is a media service platform, which aims to make full use of the media resources (traffic) to achieve the best profit.

Ad Exchange (AD trading platform)

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

When a user accesses an ad-bit page, the SSP side sends an access signal to ad exchange, informing them that there is an access request that the SSP sends specific information about the ad bit, such as the owning site, the lowest bid, and the user attribute information that is matched by the DMP analysis to each DSP. The DSP side began bidding on the ad display, and the winning bidder was able to show their ads on the ad site and let the user see it. The example described is a user who is interested in the car to visit the site, the DSP end of the various car manufacturers to compete for this user process.

DMP (Data-managementplatform)

Definition: The data management platform can help all parties involved in the purchase and sale of advertising inventory to manage their data, make it easier to use third-party data, enhance their understanding of all of this data, return data, or transfer customized data to a platform for better positioning.

Big Data Marketing noun explanation: rtb,dsp,ssp,ad Exchange