One picture to understand the Internet advertising ecology

Editor: Today's Internet advertising ecology is very complicated and diverse. About 10,000 companies are active in this field, but it can be divided into two major camps -SSP and DSP. The author of this article analyzes these two camps, hoping to help you.

First of all.

If you don't have a faint at first glance, you are great.

This is the current situation of Internet advertising today.大概有10,000家各式各样的公司活跃在这个领域，有DSP、 SSP、AdNetwork、Attribution Partner、email marketing、content marketing、mobile marketing、SEO、optimization technology、marketing automation、analytics、business intelligence、DMP、data Governance, Infrastruction, RTA and so on.

The new tricks of the product are endless. But the change is inseparable. Today we try to simplify such scary pictures, and understand Internet advertisements by focusing on the core technical architecture.

If you read my previous article, you will find that the main customer group of Internet advertisements is very simple. The interaction between the providers of traffic and the demander of the traffic and the flow of traffic constitute the entire Internet advertisement. Ecology: The traffic demand is constantly obtaining customers. The traffic provider needs to constantly produce high -quality content to attract users, thereby stabilizing and expanding traffic.

As a result, Internet advertising can basically be divided into two major camps, SSP (SUPPLY SIDE PLATFORM) and DSP (Demand Side Platform). The reason why it is called Platform is that they provide a complete set of solutions for their respective user groups, which is almost one -stop to complete traffic management and traffic purchase.

01 DSP (Demand-Side Platform)

The main job of DSP is to help advertisers buy traffic to obtain customers. To this end, DSP has developed a series of functions and tools:

Creative Management Advertising (CAMPAIGN) Management Advertising Strategy (CAMPAIGN Strategy) budget (Budget) management budget rhythm (Pacing) management bidding strategy (BIDDING) data and reporting functions DSP to complete is: how to help advertising more efficiently, to help advertising more efficiently Lord obtained customers.

02 SSP (SUPPLY-SIDE PLATFORM)

The main job of SSP is to help the media carry out traffic management. To this end, SSP has developed a series of functions and tools:

Inventory management (Inventory Strategy) strategy management, such as Direct Deal, Programmatic GuarenteEd, Private Deal, Housed ADS Advertising/Yield Brand Safety Database SPERE completing SSP: The core work is: how to maximize the value of the inventory.

In intuitive, things are not complicated. This should have been the state of pursuit of science and technology products -simplifying complex things and providing users with the simplest and intuitive user experience.

If you understand the basic functions of SSP and DSP, we can imagine what are the main technical modules of a SSP and DSP respectively.

03 SSP module

API: Implement the function of inventory management, as well as the function of advertising requests and access to advertising AD Server: The server provides an advertisement. This server should be able to provide the media with the best advertisement according to the needs of the media, including the advertising format that meets the requirements of the media, and the response time data and report API that meets the technical requirements: convenient for media side real -time observation data strategy management: bidding, yield, filtering

04 DSP module

API: Accept the request from SSP, and return to SSP to advertising data and statement API: convenient for advertising to observe data TARGETING/Orientation: Be able to put advertisements to specific users according to the requirements of advertisers Advertising and material bidding: Should I bid for this display opportunity? What should be the price? Budget and budget rhythm

其他所有的互联网广告服务， AdNetwork、Attribution Partner、email marketing、content marketing、mobile marketing、SEO、optimization technology、 marketing automation、analytics、business intelligence、DMP、data governance、infrastructure、 RTA，都可以从上面两张图Device. 05 How does things complicate -there is always a middleman to earn the difference

Flows are constantly selling between different SSPs, and DSP will connect multiple SSPs, resulting in the entire transaction that is very complicated. An advertising opportunity may be sold many times between different SSPs.

This requires SSP when selling traffic, indicating whether it has its own traffic, or the traffic of Reseelling.

SSP parted ways here. Some SSPs have enough wandering, so they form a huge competitive advantage. Some SSPs can only be used as other SSP Reselle, and there is not much room for premium in the market.

How can SSP survive? Next time we talk about the survival of SSP and the aggregation platform.

[1] https://chiefmartec.com/wp-content/uploads/2022/03/martech-day-2022_1456.png

[2] https://www.publift.com/adteach/what-s-dupply-side-platform

#Columnist#

Think slowly and think about it, WeChat public account: Thinkslowandfast, everyone is a product manager columnist. Follow the mobile Internet and product realization.

The original published in this article is a product manager, and reprinting is prohibited without permission.

The question map is from UNSPLASH, based on the CC0 protocol.

- END -