Talking of RTB advertising, there are
several concepts that cannot be ignored. The first one needs to be explained is
DSP, which is called Demand side platform. It is a system that allows buyers of
digital advertising inventory to manage multiple ad exchange and data exchange
accounts through one interface. Demand site platform is like the central hub of
RTB advertising, connecting the sell side platform, Ad Exchange and the data
management platform. DMP is the second is the core part of demand site platform,
which is responsible of storing and managing all the user’s data, as well as
providing statistical supports when DSP makes decisions.
As a mode that is completely based on the
users, how is the process of RTB advertising realized? For example，if a user loves cars and always check
information about cars on the internet, all his data and using habbits would be
kept. Once he enters the address and wants to log in a website, the publishers
ask its ad server and then the Ad Exchange whether there are ads to be served
or not. Later on, the Ad Exchange sends the users’ information to several DSP,
which would apply for their-party data, evaluate and compute optimal bid for
the advertisers. After Ad Exchange selecting the winning bid from DSPs and
sending its advertisement as well as price to the publisher’s ad server, the
server would send the ad to the browser for displaying and notify the DSP that
the ad has been viewed. What is unbelievable is that all of these actually
happen in several seconds, when the browser is loading web page for the user.
Compared to the traditional digital
advertising mode, DSP has presented obvious advantages. The first one is that
it significantly improves the accuracy of marketing, for that people who see
the ads are actually those who are likely to be interested. Moreover, while in
the past, the marketers would use several weeks to launch an advertising plan,
the DSP mode has reduced the complicated process and realized the instant ad
launching.
Looking at the report about digital
advertising in China, it can be clearly seen that mobile Internet advertising
has taken and would take increasing market share. However，the mode of DMP is also facing lots of
problems if it hopes to develop on mobile platforms. Above all, DMP needs to integrate
the data through the unique ID, which is attributed to each user, so that the users’
data and characters can be collected and they can also be defined by the tags.
While these could be done by the cookies on PC platforms, cookies would be
useless in the APPs on mobile phones. Meanwhile, although there are indeed
other ways such as IMEI, Android ID, and Apple’s IDFA, the data collection
would be limited by the App’s limits of authority and the users’ privacy
settings.
Moreover, most Ad Exchange platforms have
encrypted the users’ information that they send to the DSP, making if pretty
challenging for the DMP to accumulate the information and combine the users’
behavior features through bidding. Therefore, facing all these challenges, only
the companies who have the ability to collect as well as analyze a large amount
of data have the advantages in mobile DMP. These include the mobile device manufacturers,
the large-scale IT companies such as BAT, the telecom operators and the App
companies that cover broad markets. They may cooperate to overcome the
challenges for that mobile RTB would undoubtedly be the future of digital
advertising.
References:
1.
199IT.com（2014）RTB
是数据和营销的完美结合. Retrieved at April, 30th, 2015 from: http://www.199it.com/archives/227914.html
2.
Sohu
（2014）移动互联网广告市场，哪些公司在抢食. Retrieved at April, 30th,
2015 from: http://mt.sohu.com/20150311/n409656672.shtml
3.
PWC （2014）Mobile
advertising in China. Retrieved at April,30th, 2015 from: http://www.pwccn.com/webmedia/doc/635358539404587393_mobile_ad_china_cut_may2014.pdf
4.
RTB
China （2015）移动DMP， 盛名之下其实知易行难. Retrieved at April.30th, 2015
from: http://www.rtbchina.com/mobile-dml-is-not-an-easy-piece-at-all.html
没有评论:
发表评论