DSP, what is the difference between the strength of each family in the end?

Absrtact: An exclusive interview with MEDIAV Junin: self-service, CPC bidding, measurable, MEDIAV dedicated to creating the outstanding effect of DSP "small series: with the deepening of market education and the impact of changes in foreign markets, Ad Exchange, DSP, RTB these concepts in the domestic popularity of more and more high

Exclusive interview with Mediav Junin: self-service, CPC bidding, measurable, MEDIAV dedicated to creating the outstanding results of DSP

"Small series:" With the deepening of market education and the impact of changes in foreign markets, Ad Exchange, DSP, RTB these concepts in the domestic popularity of more and more, there are more and more veteran and new advertising companies to join the competition. Domestic called the name of the DSP already has dozens of, and the market promotion is also very violent. But these DSP, what difference, each family strength in the end, because each ad exchange refused to disclose data, has been in the state of the smoke and mirrors. Recently disclosed news, in the domestic earliest also is one of the largest ad exchange, Google ad Exchange, MEDIAV DSP ranked first in China, beyond the previous long-term ranking first Taobao DSP. On this news, Benbow visited Dr. Mediav CTO Junin. 】

ADX: Ms. Hu, hear that MEDIAV DSP has been ranked first in the recent Google Ad Exchange? On the contrary, the general public do not know your DSP products.

Junin: Indeed, our company is relatively low-key in the industry, which may be related to our management team's personality and habits. Just like (in Google Ad Exchange, MEDIAV become the largest DSP in the country) this thing, the media have reported, we just remember-oh yes, to take this opportunity to do the marketing (laughter).

Our self-service advertising platform is the year before the end of the line, the beginning of a large number of access to customers. And DSP from the beginning is the core of the effect of cohesion. In other words, we are one of the earliest companies to launch DSP products, but also self-service, full real-time bidding (RTB) DSP. In fact, several of the domestic ad exchange, from the beginning of the project, we MEDIAV is a positive partner, together to explore interface definitions, functional requirements, and so on.

But we think that the concepts of DSP, RTB, and Ad exchange sound cool, but White is just technology implementation, and customers are concerned with real, measurable results. Therefore, we communicate with customers, often do not emphasize their own DSP, but pay attention to the effect of doing it. The so-called "is a mule is a horse, pull out to walk." In addition, many of our customers are electrical dealers. It is not an easy thing to provide marketing service for the electric dealer, because the electricity trader wants the ROI, is the whole track effect tracking, not by bragging, depends on the data water can make out. But our company has chosen this difficult road from the beginning of its inception, because only in this way can we polish the technical products, but also to highlight the technology product-oriented companies such as our competitiveness.

So we spend a lot of energy on developing technology products, serving customers, not marketing. A few days ago I accidentally saw a home appliance business to write a marketing experience article, which specially praised our platform, said the effect is good. This is more than our own 10 preach Mediav DSP Soft text are useful, for us is a great surprise and encouragement.

ADX: Then your DSP is to focus on electrical quotient, configured this piece?

Junin: In fact, in addition to the electrical business, there are many brand advertisers choose to cooperate with us. International well-known brand advertisers, such as Procter and Gamble, Nike, IHG, Chrysler, etc., through our DSP advertising. But unlike other people, we emphasize the effect measurable, and spend a lot of effort on the development system tracking the whole effect: exposure, click, PV, UV, arrival rate, two jump rate, effective registration number, the number of effective orders, and so on. We are tracking real, measurable indicators. We believe that the brand advertisers like the pursuit of advertising results can be tracked, measurable. We do not want to make false promises with the brand advertisers, and finally can not reach the data injected desperately. Working with us is very simple, want to try DSP? Recharge 5000 yuan to the effect, you can put in our DSP, follow-up transformation effect in the report at a glance. By the advertisers themselves decide the effect is good, the effect is good to continue to vote, not good to stop. Of course, a one-time recharge of 50,000, we have a dedicated optimization team to help analyze the data, optimize advertising delivery, to achieve the reasonable goal of the preset.

ADX: We all know mediav is to have their own ad receptacle DSP, so what are the pros and cons of DSP?

Junin: The industry to have Ad receptacle and DSP company called Dspan (Dsp+ad receptacle). These companies, including us, are first with ad receptacle, and then DSP. China's advertising technology has its own development process, as the reform and opening-up of our motherland needs to be implemented in several stages. I think this is the advertising companies to comply with the trend of the times, very normal. and ad Receptacle is originally the predecessor of ad Exchange, it and DSP is not mutually exclusive relationship. The transformation of Internet advertising will not immediately full access to RTB, even in Europe and America will not be RTB eminence. Ad Exchange,ad Receptacle Long-term coexistence is the normal, branding and configured long-term coexistence is also the normal, which in China or Europe and America, are the same. Each form has its own advantages and disadvantages, each complement each other and penetrate each other. Some high-quality media resources or data is unique to ad receptacle, it is its unique advantage, while Dsp/ad Exchange provides more flexible flow purchase, access to multiple data sources, but also the unique advantages of DSP. In fact, now Europe and the United States, there are a lot of pure DSP in the construction of their own ad network/private exchange. This diversified development will accelerate the diversity of the ecological circle, provide more detailed service, more fit the needs of advertisers. And advertisers do not care about whether a platform is a pure DSP or pure ad receptacle, but whether through this platform, at the right price, to buy the right crowd and flow, to achieve the right advertising effect, but also convenient, fast and measurable. The Advertiser approves is good.

ADX: How do your ad receptacle and ad exchange differentiate advertisers?

Junin: Our RTB resources for ad receptacle and ad exchange are clearly distinguished from the platform for clustering. Advertisers are free to select resources in AD receptacle or ad exchange traffic. The synergy is a self-service platform, advertisers think where the effect is good to cast where, we will not do a plausible flow switch. In fact, most of our advertisers set up ads on both sides, but the type of traffic required would be very different. Our ad receptacle media resources are like Sina Home, Youku video page Such high-quality resources, there is a considerable brand effect, users can also bid for the CPC, advertising exposure does not produce a click on the cost, very high. Ad Exchange can pick a large amount of traffic, but the media and traffic quality is uneven, advertisers will very much value the follow-up effect. Of course, in our DSP, advertisers can still use the CPC to buy, which makes advertisers to buy invalid traffic risk greatly reduced.

ADX: Can you explain the use of MEDIAV, first party, second party, third party data?

Junin: The first party data is The Advertiser's asset (asset). In this regard, we provide advertisers with aggregated data management platform (DMP). This is a self-service first-party DMP that helps advertisers manage their own data assets. Through this product, advertisers can analyze and manage its own web site traffic, orders, people, and merchandise, according to a variety of different dimensions of segmentation, drilling and display. Advertisers can use these data to analyze the effects of different promotional channels, improve the station transformation, guide the optimization of marketing promotion outside the station, so that advertisers can really use their own data. The so-called "data-driven marketing", which is the key, is to use the advertiser's own first-party data. And, we strictly guarantee that the advertiser's data is its private data, we will never and can not be used to other homes. We even asked PwC to do supervision audit, strictly distinguish the use of data, will never cross channel;

The second party data is our MEDIAV core competitiveness. We through a large number of advertising data accumulation, set up and constantly improve the DSP bidding strategy, click Rate Prediction, cheating and other models, and our platform has real-time context and interest orientation, as well as media circle orientation, film and television drama directed such a distinctive orientation. We will be anonymous and integrated data processing, analysis of the industry as a whole data and trends, for advertisers to provide optimization recommendations;

Third party data, especially the third party DMP This area is very lively recently, but in the Chinese market does not take shape. To really work, the need for Third-party DMP data Sources reliable quality, the need for advertisers to pay the trust, need to have ad exchange, DSP, data exchange and other parties docking and standardize the process, but also in the user privacy protection has careful consideration. As a DSP, we are very welcome and willing to dock with the third party DMP. But we also think that this is the need for ecological linkage of things, there is a long way to go.

ADX: I often see your company's ads online, there is a small v below.

Junin: It means you're being directed by us. I visited some foreign sites, also often see our DSP cast ads. Of course this may also be the retina effect (laughter). We mediav 09 years ago, but every year it goes up and up, and this year's turnover is going to be over 1 billion. Whether it is the media coverage or display volume, is also regarded as the leader of the domestic peers, the cumulative advantage is also very obvious.

ADX: Your DSP bidding system and advertisers is how to settle a way?

Junin: Our DSP is a bidding platform, to Google and Baidu these large advertising platform widely used in the second high price (generalized second-price Auction) to settle the way. Billing method has CPC (cost per Click) also has CPM (cost per mille/thousand impressions) option for advertisers to choose. The Advertiser bids at the highest price it can bear, and then turns it into the main choice of the CPC or CPM by the second high price rpm. But we found an interesting phenomenon where advertisers who buy more than cpc,99% will use CPC instead of CPM. It's understandable that choosing the CPC greatly reduces the risk of advertisers buying invalid traffic. And we DSP from AD exchange in the bidding traffic is CPM, sold to advertisers is the CPC, the risk of conversion by us to bear. This depends entirely on our system of click-through, the rate of transmission prediction, and the bidding strategy to do well, did not do well but to lose large. This also facilitates the rapid evolution of our algorithms, and our technical advantages are fully reflected.

In addition, the CPC bidding platform is very important to prevent cheating. We took a lot of effort to clean the void and suspected cheating flow. We have a sound media analysis and tracking measures to filter out the suspicion of cheating media, there are independent operation of real-time and the whole day two sets of anti-cheating system. So every day more than 10% clicks are cleaned by ourselves, losing ourselves to bear. Of course, some people may think we are silly, why not let advertisers to pay for these (washed out traffic), not we cheat. But we think we want to do long-term business, "good faith" is put in the first place. In order to gain The advertiser's trust, to build a "brand", I would rather bear these losses, anyway that is not what I should earn. No advertisers have ever questioned the cheating flow in our platform, even if there are questions about the data, we can find a reasonable answer after verification. I am still quite proud of the insistence on this principle.

ADX: You turned out to be Google, join a local company like MEDIAV, do you feel acclimatized?

Junin: I belong to study abroad and then work, in foreign "Lang" for many years, stay to a little silly, nice point called "idealism" (laugh). Before joining the Mediav I had the worry of acclimatized, but also with my background similar friends encountered this problem. But I was talking with CEO Yang Wei Long, think the idea is very consistent, before finally decided to join. MEDIAV is a technology product ideal company, our vision is to lead and change the market pattern of internet advertising. And just now said, mediav stick to the word "good faith", this and Google's "don ' t be evil" (Do not do evil) credo very fit. Our company's culture and atmosphere, are like an Internet technology company, rather than the traditional sense of advertising companies. I am excited to be able to work with a group of people who are consistent, intelligent and able to work for the same goal. Oh, our company has an internal poster that says, "Sister Junin teaches you how to learn by machine." From then on, all the colleagues in the company called me Junin Sister (laugh). In such an environment, naturally there is no acclimatized to the problem.

ADX: Thank you for your interview with this blog!

Junin: It's my pleasure.

Ms. Junin Profile

BS in Computer Science and technology, Tsinghua University, Carnegie Mellon College of Entertainment Technology, Master of Computer Science, Ph. D. 2005 joined Google, successively in Google New York, Silicon Valley Headquarters, Beijing branch work, successive engineers, senior engineers, chief engineer, technical director. 2005 as a leader in mobile search quality, led the development of dozens of innovative and improved functions, with search algorithms in the United States and the global patent, responsible for a number of world heavyweight operators mobile search products, including China Mobile, Vodafone Europe, Japan DoCoMo and KDDI 2007 was sent to China to lead the development of music products, the March 2009 release of Google Music, the introduction of similar songs, music bubbles, personalized recommendations, such as several representative of the forefront of the innovative functions of technology, causing global repercussions, received wide acclaim; the development of Android service in 2010. Joined MEDIAV in September 2010 as CTO. Lead MEDIAV technical team to build a highly efficient and accurate advertising platform with massive data mining and advertising intelligence matching capabilities.