什么是需求方平台(DSP)？ | Martech Zone

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href="https://cdn.martech.zone/wp-content/themes/jannah/assets/css/style.min.css" type="text/css" media="all"/> <link rel="stylesheet" id="tie-css-single-css" href="https://cdn.martech.zone/wp-content/themes/jannah/assets/css/single.min.css" type="text/css" media="all"/> <link rel="stylesheet" id="tie-css-shortcodes-css" href="https://cdn.martech.zone/wp-content/themes/jannah/assets/css/plugins/shortcodes.min.css" type="text/css" media="all"/> <div class="stream-item stream-item-top-wrapper"><div class="stream-item-top"><div class="stream-item-size"> <div id="ezoic-pub-ad-placeholder-601"> </div> </div></div></div><div id="content" class="site-content container"><div id="main-content-row" class="tie-row main-content-row"> <div class="main-content tie-col-md-8 tie-col-xs-12" role="main"> <article id="the-post" class="container-wrapper post-content tie-standard"> <div class="featured-area"><div class="featured-area-inner"><figure class="single-featured-image"><img width="1200" height="675" src="https://cdn.martech.zone/wp-content/uploads/2023/03/what-is-a-dsp-demand-side-platform-1200x675.jpg" class="attachment-jannah-image-post size-jannah-image-post wp-post-image" alt="什么是 DSP？广告需求方平台" decoding="async" data-main-img="1" fetchpriority="high" title="什么是需求方平台 (DSP)？ 1个"/></figure></div></div> <header class="entry-header-outer"> <nav id="breadcrumb"><a href="/"><span class="tie-icon-home" aria-hidden="true"/> 首页</a><em class="delimiter">/</em><a href="/advertising/">广告技术</a><em class="delimiter">/</em><span class="current">什么是需求方平台 (DSP)？</span></nav> <div class="entry-header"> <span class="post-cat-wrap"><a class="post-cat tie-cat-14049" href="/advertising/">广告技术</a></span> <h1 class="post-title entry-title"> 什么是需求方平台 (DSP)？ </h1> <div class="single-post-meta post-meta clearfix"><span class="author-meta single-author with-avatars"><span class="meta-item meta-author-wrapper meta-author-117"> <span class="meta-author-avatar"> <a href="/author/douglaskarr/"><img src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAAEAAAABAQMAAAAl21bKAAAAA1BMVEX///+nxBvIAAAAAXRSTlMAQObYZgAAAApJREFUCJljYAAAAAIAAfRxZKYAAAAASUVORK5CYII=" data-src="//cdn.martech.zone/wp-content/uploads/2019/07/douglas-karr-2019-200x200.png" width="140" height="140" alt="Douglas Karr" class="lazy-img avatar avatar-140 wp-user-avatar wp-user-avatar-140 alignnone photo"/></a> </span> <span class="meta-author"><a href="/author/douglaskarr/" class="author-name tie-icon" title="Douglas Karr">Douglas Karr</a></span> <a href="//twitter.com/douglaskarr" class="author-twitter-link" target="_blank" rel="nofollow noopener" title="按照在Twitter上"> <span class="tie-icon-twitter" aria-hidden="true"/> <span class="screen-reader-text">按照在Twitter上</span> </a> </span></span><span class="date meta-item tie-icon">周二，三月28 2023;</span><div class="tie-alignright"><span class="meta-comment tie-icon meta-item fa-before">0</span><span class="meta-reading-time meta-item"><span class="tie-icon-bookmark" aria-hidden="true"/> 阅读6分钟</span> </div></div> </div> </header> <div class="entry-content entry clearfix"> <p class="gt-block">需求方平台（<a href="/acronym/dsp/" data-type="URL" data-id="https://martech.zone/acronym/dsp/">DSP</a>) 是一种软件解决方案，允许广告商和营销商使用单一界面实时购买跨各种广告交易平台、网络和发布商的数字广告库存。它简化了媒体购买流程，帮助广告商更有效地定位特定受众。</p> <p>要了解什么是 DSP 以及它如何适应程序化广告购买流程，必须了解整个生态系统。 Moloco 的这张图完美地说明了这一点：</p> <figure class="wp-block-image"><img decoding="async" width="1000" height="499" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAYYAAADcAQMAAABOLJSDAAAAA1BMVEUAAACnej3aAAAAAXRSTlMAQObYZgAAACJJREFUaIHtwTEBAAAAwqD1T20ND6AAAAAAAAAAAAAA4N8AKvgAAUFIrrEAAAAASUVORK5CYII=" loading="lazy" data-src="//cdn.martech.zone/wp-content/uploads/2023/03/programmatic-ad-buying-real-time-bidding-system-1000x499.jpg" alt="程序化广告购买实时竞价系统" class="wp-image-127615" title="什么是需求方平台 (DSP)？ 2个"/><figcaption class="wp-element-caption">信用： <a href="//www.moloco.com/blog/dsp-vs-ssp" target="_blank" data-type="URL" data-id="https://www.moloco.com/blog/dsp-vs-ssp" rel="noreferrer noopener">Moloco：DSP 与 SSP</a></figcaption></figure> <p class="gt-block">该图概述了以下过程 <em>程序化广告</em> 和实时出价（<a href="/acronym/rtb/" data-type="URL" data-id="https://martech.zone/acronym/rtb/">RTB</a>)，说明生态系统中不同元素之间的关系，例如广告商、发布商、广告交易平台、DSP 和 <a href="/what-is-a-supply-side-platform-ssp/" data-type="URL" data-id="https://martech.zone/what-is-a-supply-side-platform-ssp/">供应方平台</a> (<a href="/acronym/ssp/" data-type="URL" data-id="https://martech.zone/acronym/ssp/">SSP</a>).</p> <ul> <li><strong>广告： </strong>希望通过数字广告推广其产品或服务的企业或个人。</li> <li><strong>需求方平台 (DSP)</strong>：一个软件平台，允许广告商实时跨多个广告交易平台购买广告库存，简化媒体购买流程。</li> <li><strong>广告交易</strong>：一个数字市场，广告商（通过 DSP）和发布商（通过 SSP）使用拍卖机制实时买卖广告库存。</li> <li><strong>广告网络： </strong>广告网络充当广告商和发布商之间的中介，聚合来自多个发布商的广告库存并将其出售给广告商。</li> <li><strong>供应方平台 (SSP)： </strong>一个软件平台，使发布商能够跨多个广告交易平台管理、销售和优化他们的广告库存。</li> <li><strong>数据管理平台（DMP）： </strong>一个可选的集中式平台，用于收集、组织和分析来自各种来源的大量数据。它使广告商和发布商能够根据用户行为、兴趣和人口统计数据创建受众细分，帮助他们更有效地定位广告。</li> <li><strong>出版商： </strong>显示广告以通过其内容获利的网站或应用程序所有者。</li> </ul> <h2 class="wp-block-heading">实时出价和程序化广告如何运作？</h2> <div class="wp-block-columns is-layout-flex wp-container-3 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <h3 class="has-text-align-center wp-block-heading">广告客户</h3> <ol> <li>广告商在他们选择的 DSP 中设置一个活动，包括定位条件、预算和创意。</li> <li>当用户访问发布商的网站或应用程序时，发布商会通过其 SSP 向广告交易平台发送广告请求，包括有关用户和可用广告空间的详细信息。</li> <li>广告交易平台将广告请求与相关广告客户的活动实时匹配。</li> <li>广告商通过他们的 DSP，根据定位标准和他们的出价策略对广告印象进行出价。</li> <li>出价最高的人赢得拍卖，他们的广告将在发布商的网站或应用程序上投放。</li> </ol> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <h3 class="has-text-align-center wp-block-heading">消费性电子产品</h3> <ol> <li>用户访问发布商的网站或应用程序。</li> <li>发布商通过他们的 SSP 向广告交易平台发送广告请求，包括有关用户和可用广告空间的信息。</li> <li>广告交易平台将广告请求与相关广告客户的活动进行匹配，然后进行拍卖。</li> <li>出价最高的人赢得拍卖，他们的广告将在发布商的网站或应用程序上投放。</li> <li>用户看到广告，如果他们发现它相关或有趣，他们可能会点击它，从而访问广告商的网站或登陆页面。</li> </ol> </div> </div> <p class="gt-block">DSP 适合作为程序化广告工具的整体营销堆栈，补充其他营销组件，如客户关系管理（<a href="/acronym/crm/" data-type="URL" data-id="https://martech.zone/acronym/crm/">客户关系管理</a>) 系统、内容管理系统 (<a href="/acronym/cms/" data-type="URL" data-id="https://martech.zone/acronym/cms/">CMS</a>)、营销自动化和网络分析工具。</p> <h2 class="wp-block-heading">为什么公司要实施 DSP？</h2> <p>对于希望更好地投资和跟踪其广告预算的公司来说，DSP 可以克服四个关键挑战：</p> <ol> <li><strong>碎片化广告购买： </strong>跨多个网络和发布商购买广告资源可能既耗时又低效。</li> <li><strong>无效定位： </strong>公司努力为他们的活动找到并触及合适的受众群体。</li> <li><strong>预算管理难点： </strong>为不同的活动和平台分配和优化预算可能具有挑战性。</li> <li><strong>缺乏实时洞察力： </strong>公司需要访问实时数据和分析来做出明智的决策并优化他们的活动。</li> </ol> <h2 class="wp-block-heading">DSP 实施过程是什么？</h2> <p>每个 DSP 都有各种各样的特性、功能、目标和集成可用，因此在 MarTech 堆栈中选择和实施平台应该是一个谨慎的过程。</p> <ol> <li><strong>评估您的需求： </strong>确定您的广告目标、目标受众和预算，为您的企业选择合适的 DSP。</li> <li><strong>研究并选择 DSP： </strong>根据功能、成本和目标公司比较不同的 DSP，以找到最合适的。</li> <li><strong>设置帐户： </strong>使用所选 DSP 创建一个帐户并设置您的付款信息。</li> <li><strong>创建并上传您的广告素材： </strong>设计您的广告创意并将其上传到平台。</li> <li><strong>设置定位和出价： </strong>定义您的定位条件，例如人口统计、位置和兴趣，并设置您的出价策略。</li> <li><strong>启动和优化活动： </strong>启动您的营销活动并使用实时分析监控其绩效，根据需要进行调整以优化结果。</li> </ol> <h2 class="wp-block-heading">如何评估您的 DSP 有效性</h2> <p>监控这些 KPI 有助于您评估 DSP 选择和投资的绩效，确保您最大限度地提高数字广告活动的效率和效果，以实现您想要的行动。可以通过 cookie 跟踪、点击跟踪、登录页面转换跟踪、电话跟踪或促销代码兑换来跟踪操作。</p> <ul> <li><strong>每次操作的有效成本</strong> (<a href="/acronym/ecpa/" data-type="URL" data-id="https://martech.zone/acronym/ecpa/">有效每次转化费用</a>）：衡量通过 DSP 获得所需操作（例如，转换、销售、注册）的平均成本。较低的 eCPA 表示更具成本效益的活动。</li> <li><strong>每次点击的有效成本</strong> (<a href="/acronym/ecpc/" data-type="URL" data-id="https://martech.zone/acronym/ecpc/">有效每次点击费用</a>): 表示广告系列的平均每次点击费用。较低的 eCPC 表示您为每次点击支付的费用较少，从而使您的广告系列更具成本效益。</li> <li><strong>每百万成本</strong> (<a href="/acronym/cpm/" data-type="URL" data-id="https://martech.zone/acronym/cpm/">CPM</a>): 衡量每千次广告展示的成本。较低的每千次展示费用意味着您为广告每展示一千次而支付的费用较少，这可以表明您的广告支出更有价值。</li> <li><strong>点击率</strong> (<a href="/acronym/ctr/" data-type="URL" data-id="https://martech.zone/acronym/ctr/">点击率</a>): 看到广告后点击广告的用户百分比。较高的点击率表明您的广告对您的目标受众更具吸引力和相关性。</li> <li><strong>订单转化率</strong> (<a href="/acronym/cvr/" data-type="URL" data-id="https://martech.zone/acronym/cvr/">CVR</a>): 在点击您的广告后完成所需操作（例如，购买、注册）的用户百分比。较高的 CVR 表示您的广告活动正在推动用户采取更有价值的行动。</li> <li><strong>广告支出回报率</strong> (<a href="/acronym/roas/" data-type="URL" data-id="https://martech.zone/acronym/roas/">回报率的影响。</a>): 广告活动产生的收入除以总广告支出。较高的 ROAS 表示对 DSP 的投资更有利可图。</li> <li><strong>覆盖面和频率： </strong>覆盖面是指接触到您的广告的独立用户数量，而频率是指用户看到您的广告的平均次数。优化覆盖面和频率可确保您在不过度曝光广告的情况下覆盖更广泛的受众。</li> <li><strong>可见率： </strong>用户实际可见的广告展示百分比（例如，未隐藏或非首屏）。更高的可见率表明您的广告更有可能被用户看到并与之互动。</li> <li><strong>库存质量： </strong>评估可用广告库存的质量，例如品牌安全性、可见度和广告展示位置，可确保您的广告在适当的环境中展示，并更有可能产生积极的结果。</li> <li><strong>平台特性和功能： </strong>评估 DSP 的定位选项、报告和分析工具、优化功能以及与营销堆栈中其他平台的集成。</li> </ul> <h2 class="wp-block-heading">领先的DSP清单</h2> <ul> <li><a rel="nofollow noopener sponsored" href="/refer/adobe-advertising-cloud/" data-type="URL" data-id="https://martech.zone/refer/adobe-advertising-cloud/" target="_blank">Adobe广告云</a> – Advertising DSP 是第一个独立的需求方平台，为规划、购买、测量和优化带来跨屏幕和跨渠道集成。它是唯一支持联网电视、视频、显示、本地、音频和搜索活动的全渠道 DSP。</li> <li><a rel="nofollow noopener sponsored" href="/refer/google-dv360/" target="_blank">谷歌显示和视频 360 (DV360)</a> – 作为 Google Marketing Platform 的一部分，DV360 使广告商和营销人员能够跨各种渠道（如展示、视频、原生等）规划、执行和管理他们的程序化广告活动。</li> <li><a rel="nofollow noopener sponsored" href="/refer/mediamath/" data-type="URL" data-id="https://martech.zone/refer/mediamath/" target="_blank">MediaMath</a> – 一个领先的全渠道需求方平台，使广告商能够通过各种渠道（包括展示、视频、移动和社交媒体）接触和吸引他们的目标受众。凭借其先进的 AI 驱动优化、精细定位和可定制报告功能，MediaMath 的 DSP 可实现有效的、数据驱动的营销策略，从而提供更好的结果和更高的投资回报。</li> <li><a rel="nofollow noopener sponsored" href="/refer/xandr/" data-type="URL" data-id="https://martech.zone/refer/xandr/" target="_blank">微软 Xandr</a> – Microsoft 的 DSP 与 Xandr 合作，提供优质的程序化广告解决方案，使广告商能够访问高质量的库存，并在 Microsoft 的资产和 Xandr 的市场上接触到他们的目标受众。凭借高级定位选项、广泛的覆盖范围和数据驱动的洞察力，此 DSP 提供高效且个性化的广告活动，从而提高参与度和绩效。</li> <li><a rel="nofollow noopener sponsored" href="/refer/thetradedesk/" data-type="URL" data-id="https://martech.zone/refer/thetradedesk/" target="_blank">贸易台</a> – Trade Desk是一个买方平台，可访问所有RTB广告资源，以用于显示，电视，视频，社交，移动等。使用我们产品的媒体购买者可以在每个在线媒体渠道中进行广告活动，并报告每个渠道如何组合以影响其客户。</li> <li><a rel="nofollow noopener sponsored" href="/refer/yahoo-dsp/" data-type="URL" data-id="https://martech.zone/refer/yahoo-dsp/" target="_blank">雅虎！广告的DSP</a> – 现在是 Verizon Media 的一部分，提供统一的程序化广告平台，允许广告商管理和优化跨不同渠道的活动，包括展示、视频、原生和移动。利用雅虎广泛的库存、数据驱动的目标定位和高级优化功能，此 DSP 可帮助广告商有效且高效地接触目标受众，同时最大限度地提高广告支出回报率。</li> </ul> <p/> <div class="stream-item stream-item-below-post-content"><div class="stream-item-size"> <div id="ezoic-pub-ad-placeholder-193"> </div> </div></div> </div> <div id="post-extra-info"> <div class="theiaStickySidebar"> <div class="single-post-meta post-meta clearfix"><span 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target="_blank" href="//interviews.martech.zone/"><span class="tie-social-icon fas fa-microphone-alt"/><span class="screen-reader-text">播客</span></a></li></ul> </div> </div> <div id="slide-sidebar-widgets"> <div id="media_image-2" class="container-wrapper widget widget_media_image"><div class="widget-title the-global-title"><div class="the-subtitle">关于我们 Martech Zone</div></div><img width="1200" height="630" src="data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAYYAAADcAQMAAABOLJSDAAAAA1BMVEUAAACnej3aAAAAAXRSTlMAQObYZgAAACJJREFUaIHtwTEBAAAAwqD1T20ND6AAAAAAAAAAAAAA4N8AKvgAAUFIrrEAAAAASUVORK5CYII=" class="image wp-image-110142 attachment-full size-full lazy-img" alt="Martech Zone 止 Douglas Karr, DK New Media" decoding="async" style="max-width: 100%; height: auto;" loading="lazy" data-src="//cdn.martech.zone/wp-content/uploads/2020/05/martech-zone-social.png"/><div class="clearfix"/></div><div id="text-2" class="container-wrapper widget widget_text"> <div class="textwidget"><p>一切始于读书俱乐部。</p> <p class="gt-block">是的，我是认真的。 二十多年前，我开始在网络上工作。 我的第一个网站是 Helping Hand，它精选了网络上最好的网站来帮助人们使用他们的计算机和浏览 Internet 上的资源。 多年后，我将域名卖给了一家帮助人们戒烟的公司，这是我的第一个 <em>大</em> 合同。</p> <p>我开始在 Blogger 上写博客，并对从政治到互联网工具的一切充满诗意。 我到处都是，主要是为自己写作——没有多少观众。 我属于印第安纳波利斯的一个营销图书俱乐部，该俱乐部很快就失去了控制。 随着时间的推移，我发现越来越多的人向我寻求技术建议。 随着互联网迅速改变行业，我的技术背景与我的商业和营销敏锐度相结合的需求量很大。</p> <p class="gt-block">看完之后 <a href="http://amzn.to/1QijK8X" target="_blank" rel="noopener">裸谈</a>，我有动力更好地品牌化和控制网站上的内容。 我还想更好地控制我博客的外观和感觉，所以我在 2006 年转移到我的域并建立了我的第一个 WordPress 网站。 由于我专注于营销技术，我不想让我的名字成为障碍，所以我在 2008 年（痛苦地）将网站移到了它的新域名，从那以后它一直在发展。</p> <figure class="wp-block-image alignright"/> <p>  Martech Zone 拥有和经营的 DK New Media, LLC，我于 2009 年创办的公司。在我任职 ExactTarget 期间与几乎每个主要在线营销部门合作并推出 Compendium 之后，我知道在这样一个复杂的行业中，对我的专业知识和指导的需求很大。</p> <p>DK New Media 我的公司是否监督我的出版物、播客、研讨会、网络研讨会和演讲演出。 Highbridge 是我和另外两个合作伙伴的机构，帮助公司最大限度地提高他们在销售、营销和相关产品方面的投资。 我们提供集成、迁移、培训、战略咨询和定制开发。</p> <p>非常感谢您多年来的支持！</p> <p class="gt-block">Douglas Karr<br/> CEO， <a href="//linkedin.com/company/dknewmedia">DK New Media</a><br/> 副总裁 <a href="//highbridgeconsultants.com/">Highbridge</a></p> </div> <div class="clearfix"/></div> </div> </div> </aside> </div> </div> <img alt="Cleantalk 像素" id="apbct_pixel" style="display: none;" src="https://moderate1-v4.cleantalk.org/pixel/2196c11c906ab207b108d7d3ae64b588.gif"/>    <link rel="preload" href="https://cdn.martech.zone/wp-content/themes/jannah/assets/css/helpers.min.css" as="style" onload="this.onload=null;this.rel="stylesheet""/> <noscript><link rel="stylesheet" id="tie-css-helpers-css" href="//cdn.martech.zone/wp-content/themes/jannah/assets/css/helpers.min.css" type="text/css" media="all"/></noscript>   <div id="flags" style="" class="size22"><ul id="sortable" class="ui-sortable"><li id="Afrikaans"><a href="https://af.martech.zone/what-is-a-demand-side-platform-dsp/" title="Afrikaans" class="nturl notranslate af flag Afrikaans"/></li><li id="Albanian"><a 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