Exclusive interview: An article that helps you truly understand DSP advertising
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Although DSP and information flow have been around for a long time, they have only become popular in the past two years. For a time, terms such as "DSP", "RTB", and "programmatic trading" swept across various media of all sizes and flooded the circle of friends . However, most advertisers and online advertising practitioners still do not clearly understand what DSP, RTB, and information flow are, or are still forcibly applying the knowledge of Baidu bidding to this field. So we interviewed an expert, Mr. Qu Haijia, who has in-depth research on SEM and DSP and has written a book titled "Secrets of Internet DSP Advertising - The Way to Accurate Delivery and Efficient Conversion " (this is probably the first book in China about DSP advertising. All other DSP books you can find are about digital signal processing). He uses the most simple and easy-to-understand language to give everyone a comprehensive understanding of DSP. Me: As you said, many advertisers’ understanding of DSP advertising is still at the Baidu bidding level. Can you explain DSP advertising in a simple way and talk about the similarities and differences between DSP advertising and SEM? Qu Haijia: In fact, it is more than just the understanding of DSP advertising. Many advertisers, especially the vast majority of small and medium-sized advertisers, still understand the entire Internet promotion at or within the level of Baidu promotion (SEM). The reasons for this situation are very complicated. In addition to the fact that Baidu promotion developed early, the product mechanism is relatively easy to understand and has a broader mass base due to its low threshold, the complexity of the concepts related to DSP advertising itself and the absurdity of reality undoubtedly make this situation worse. DSP advertising is not difficult to understand. In an ideal state, DSP advertising is actually that the DSP platform adds its own set of screening criteria on the basis of the traffic (advertising audience) that has been categorized by the advertising exchange platform (AdX) and then displays ads only to the "custom audience" that has been screened out by the DSP platform. It is just like when you are shopping, you compare and select the products recommended by the merchants that meet your needs amid the constant hawking, and finally choose to buy the products you like. Because the proportion of the independent part is increased in the process, you can improve your control over the results to a certain extent. There are countless similarities and differences between DSP and SEM. Here I will only discuss a few points that I personally think are important and rarely mentioned: Talking about similarities: First of all, in essence, DSP advertising and SEM advertising are both "useful" information presented to the advertising audience; Secondly, the underlying optimization logic of the two is the same, both of which are to improve relevance by adjusting settings and creatives; In the end, the difficulty for both is the same, which is that the front-end and back-end data often cannot be connected. The difference is: Compared with SEM advertising, which passively waits for potential audiences to "flip the card", DSP advertising is a form of promotion that allows advertisers to change from passive to active. At the same time, SEM advertising responds to the immediate needs of advertising audiences, while DSP advertising, due to its mechanism, often corresponds to the needs of advertising audiences over a period of time. Therefore, DSP advertising should consider users' potential needs, regular needs, and long-term needs more. In addition, the roles they play in integrated marketing are also very different. Due to the characteristics of search engines , SEM often plays the role of final conversion harvesting, while DSP can make up for the lack of SEM promotion traffic or dilute the cost of traffic, and achieve the role of assisting through browsing conversion. Me: Many business owners confuse information flow advertising with DSP. Can you give a detailed introduction to the connection and difference between the two? Qu Haijia: Information flow advertising and DSP advertising have many similarities. For example, many of their targeting dimensions are interconnected, often including audience and user environment. The advertising formats are also similar, including pictures, text or videos. Many DSP ads are also presented in the form of information flow ads, so many optimizers use similar delivery logic and optimization ideas and methods for these two types of ads. But there is a huge difference between the two. First of all, information flow advertising is essentially native. It "lurks" among many other information to reduce the audience's aversion to interference with their operating experience and their panic about their own relevant data being understood. However, DSP advertising still cannot escape the embarrassing situation of interfering with user experience and being "eyesore". Therefore, compared with the original "sneaking into the night like the wind, moistening things silently", DSP advertising is a simpler and more crude hard advertising. Secondly, the data used for information flow advertising targeting is more reliable than that of DSP. In terms of data type classification, information flow advertising often relies on its own data. At the same time, because the information flow advertising platform itself is a media and is relatively closed, there is no problem of identifying media quality, and there is no worry about data leakage. If DSP wants to achieve good promotion results, it is often not enough to rely solely on the third-party data accumulated by itself. It needs to combine the first-party data and third-party data, but it is often difficult to achieve in actual operation. The last two forms of advertising have different long-term impacts on the media. Because of its native form, information flow advertising will stimulate the production of media content as long as it is not over-filled, allowing more content producers to invest in content production and quality improvement in order to share profits with the platform. To a certain extent, it has contributed to the prosperity of the media and formed a virtuous circle. The "quick success and quick profit" form of DSP advertising is often not tolerated by high-quality media. Me: What is the difference between DSP and alliance advertising (Baidu Union, Google AdSense, etc.)? Qu Haijia: Strictly speaking, Baidu Union and Google AdSense should be called advertising networks. They both aggregate massive traffic from small and medium-sized media (publishers). After simple marking of the media and audiences, media purchasing can be achieved through media targeting, and audience purchasing can also be achieved through audience targeting. It is also possible to achieve a targeting method that crosses the intersection of the two types of targeting. However, because advertising networks must take the interests of the media into consideration, it is impossible to achieve extremely fine granularity in labeling. Otherwise, the advertising fill rate and revenue of some media will be low. Once this happens, it will trigger the "defection" of the media, and then cause the advertising network to lose the advantages of huge traffic and cheap traffic prices. At the same time, due to the unbalanced media composition of various advertising networks, a single advertising network may not be able to meet the promotion needs of advertisers in all industries. In order to balance the advertising networks, achieve resource sharing, and better consume each other's advertising inventory, advertising trading platforms came into being, and then naturally, DSP was born. Me: You have a very deep understanding of SEM and DSP. Do you think there is a relationship of mutual increase and decrease between the two? What will be the development trend of various types of advertisements in Internet advertising in the future? Qu Haijia: First of all, I don’t think that SEM and DSP have a relationship of one rising and the other falling. Although the reduction of Baidu’s ad space has promoted the placement of display ads in certain industries, from a long-term perspective, SEM and DSP will always be in a “comrade-in-arms” relationship of mutual cooperation, or to use a more fashionable term, a CP relationship. SEM and DSP can both meet the needs of brand users or performance users at certain levels, but the mainstream approach is usually to seek precise conversions on SEM and massive exposure on DSP. This is an approach of "strengthening strengths and avoiding weaknesses", while combining the two is an approach of "taking advantage of each other's strengths and overcoming each other's weaknesses". But in fact, you can also increase brand exposure on SEM by following current hot topics, and achieve active and precise delivery on DSP through multiple redirections and data integration, which is actually "strengthening one's strengths and overcoming one's weaknesses." Therefore, the relationship between SEM and DSP can be 1+1>2. In the future, Internet advertising will tend to be more diversified in form, and there will be more refined practices in balancing the accuracy of positioning and the fill rate of the media. However, the general direction has not only emerged but also remained unchanged, that is, the boundary between advertising and information will become increasingly blurred. This can be seen from the rapid development of information flow advertising in recent years and the popularity of implantation in popular film and television dramas. Me: Professor Song Xing previously wrote a very popular article titled "A Difficult Year: 2016 Year-End Reflections on DSP, RTB and Programmatic Advertising", in which he proposed that RTB advertising has entered a period of disillusionment and exposed the chaos in the DSP industry today. What do you think about this? Qu Haijia: I agree with the development curve theory put forward by Professor Song Xing at the beginning of the article. For some people now, RTB advertising has indeed entered a period of disillusionment, but for more people, they don’t even know what RTB advertising is, so it is not ruled out that RTB advertising will be rejuvenated in the future. Even if RTB advertising is transformed for marketing purposes in the future and repackaged with new concepts or even definitions, I believe that its essence - the concept of customized advertising audiences will continue in various ways and will be carried forward in all future advertising forms. As for the chaos in the advertising industry, I believe it is not limited to the DSP field, but exists in all fields. Where there are people involved, there will be loopholes, and where there are people involved, there will be gray areas due to profit-seeking. As the saying goes, the devil is one foot high, but the Tao is ten feet higher. Only a good hunter can subdue the cunning fox. Therefore, we should not hope for a sudden improvement in the overall industry ethics standards, but rather we should place our hopes on the continuous improvement of practitioners' business capabilities and the increasing professionalism of marketers , which will in turn make the cost of these "chaos" higher and higher and the difficulty higher and higher. When these chaos are unprofitable or increasingly difficult to do, they will naturally decrease. Chaos caused by interests can only be limited by interests. Me : Now many SEMers are considering moving towards DSP and information flow. What do you think of this phenomenon? What suggestions and advice do you have for those who are switching from SEM to DSP? Qu Haijia: Although there are various advertising channels and forms with different operations and optimizations, their cores are the same. As practitioners, we must clear away the fog of appearances, see the essence of marketing, and understand the psychology of consumers/advertising audiences. Only then can we transcend the evolution and changes in various forms and respond to changes with constancy. For those who are developing from SEM-specialized DSP, I suggest that you can use DSP as an expansion of your marketing ideas and fields, rather than a turning point. Even if you enter a DSP company, don't easily abandon the basic skills of SEM. As a qualified or even excellent SEMer, you must remember three words, that is, "professional", "occupation" and "industry". Profession represents the experience and skills of promotion in various channels , occupation represents good work and study habits, and industry represents the endless knowledge of various industries. I believe that colleagues who keep these three points in mind will be invincible and victorious.Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @曲海佳&艾奇菌 Compiled and published by (Qinggua Media), please indicate the author information and source when reprinting! Site Map |
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