Can’t tell the difference between information flow advertising, DSP, ad networks and SEM?

Many people don’t know the differences between information flow advertising , SEM , DSP advertising and affiliate advertising . So today I will focus on introducing the differences and distinctions between them, hoping it will be helpful to you.

The table and picture below compare the differences and advantages of these four types of Internet advertising . Click on the large picture to view it. It is recommended to save it.

(Click on the image to view a larger version, save is recommended)

After looking at the overall comparison, let's take a look at their specific features and differences one by one:

1. Information flow advertising

Attribute : Advertising looking for people

Media resources: Information flow advertising media resources are diversified, and the most typical feature is that the information flow is its own media resources.

For example:

Zhihuitui : includes app products of Tencent's news department, including Tencent News , Tiantian Kuaibao , QQ Browser , etc.

Tencent social advertising : including Tencent's social products WeChat , QQ, QQ Space and other apps;

Baidu information flow : including apps such as Baidu Mobile, Tieba and Baidu Browser ;

Sina Fuyi : includes apps such as Sina News, Sina Sports and Sina Finance ;

Toutiao : includes Toutiao and Neihan Duanzi apps;

…

These are all mainstream media platforms, and because they all have their own media resources, the quality is relatively high. It focuses on native, user experience , the so-called personalized recommendations for each person, and integration of resources and product effects. This is one of the reasons why information flow has been so popular in recent years.

Advertisement style: mainly single picture, large picture, group picture

(Single image - click to see larger image)

(Large image - click to view larger image)

(Photos - click to see larger image)

2. SEM Advertising

Attribute: People looking for ads

Media resources: SEM has experienced more than ten years of development and is mainly based on mainstream search engines , with a clear audience and a clear and transparent advertising platform.

Traffic coverage: The amount itself is not small, but compared with information flow advertising, it is slightly lacking.

Terminal: PC+mobile. SEM advertising is not absolutely mobile or PC-based on the terminal. Both ports are very important directions, but with the dividends of mobile Internet in recent years, SEM traffic has also been transferred to mobile terminals in large numbers.

Advertisement style:

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3. DSP Advertising

Attribute: Advertising looking for people

Media resources: DSP mainly connects with cooperative media and realizes links with SSP through ADX. The advantage is that the media resources are rich and more obvious on mobile terminals, which meets the terminal needs of modern netizens.

The shortcoming is that the quality of resources varies on different platforms , and more importantly, some opaque factors affect the actual delivery effect.

The biggest difference between DSP advertising and information flow is that DSP integrates other people’s surplus resources. It is more common in some niche, tool -type apps.

Traffic coverage: The traffic is large, but not detailed.

Advertisement style:

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4. Affiliate Advertising

Attribute: Advertising looking for people

Media resources: Baidu Union , Pangu and Google Union are all products of the PC Internet era and typical representatives of Internet advertising. Their main media channels are mainly cooperative media, and the quality of media varies greatly.

Traffic coverage: The traffic is large but the quality is poor.

Advertisement style:

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Summary: The reason why information flow advertising, DSP advertising, and alliance advertising are confused by many practitioners is that their precise targeting capabilities are highly similar, but their audience accuracy, terminal positioning, advertising nativeness, and the proportion of excellent media quality are different , so the effects are also quite different.

Especially information flow and DSP are particularly easy to confuse. Remember one thing: "information flow resources are your own, and DSP are integrated from others." In this way, you won't get confused!