This time, I will review the DSP advertising that I have explained so far, and explain the basic mechanism and content of DSP advertising and how to use it effectively.
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How can DSP solve the problems faced by marketers?
About the basic mechanisms of SSP, DSP, and RTB
Basic mechanism of DSP
Again, DSP is an abbreviation for Demand-Side Platform, which is an ad distribution platform prepared for advertisers.
Conversely, the advertising profit optimization platform prepared for the distributor side (media side) is
called
SSP
(Supply-Side Platform)
, and is the platform for the side that provides advertisements.
Advertisements delivered to media advertising spaces through DSP→SSP, etc. are called “DSP advertisements.”
Even looking at this, it is not very clear how it is different from the past, especially how it differs from advertisements that are distributed through ad networks and ad exchanges.
The feature of DSP is RTB.
DSP is a platform that wants to offer a good slot as cheaply as possible, while SSP is a platform that offers a slot as high as possible, and the intentions of these two platforms are in a contradictory relationship.
RTB exists to establish this conflicting platform DSP and SSP transaction format.
RTB (Real-Time Bidding) executes bids on impressions of advertising space via SSP
.
Then, among the advertisers who posted on the winning DSP, the ad of the advertiser who bid the highest amount will be sold at the price of the advertiser who bid the second highest amount + 1 yen. This refers to the flow of information processing during this time that is processed in real time and completed within 0.1 seconds.
The number of processes will of course vary depending on the DSP, but approximately tens of billions of processes are performed every month.
What is the effective method of operation?
I think the key to effective operation of DSP is to decide what effect indicators should be used through DSP and which demographic you want to distribute to.
First, regarding effectiveness indicators, what we often see at our company is
inquiries (conversions)
.
From an advertiser’s perspective, how to acquire inquiries through DSP is extremely important from the perspective of cost-effectiveness PDCA.
Also, there are often requests for the request to be sent to the relevant page rather than an inquiry, and in this case I get the impression that the advertiser’s marketing efforts are progressing well.
We know that if we have a certain amount of inflow, we can generate conversions (CVR is visible), and we let the target inflow.
Generating conversions with DSP is a very difficult measure, so it is better to put the point one step before that, and if you want to focus on inquiries, you can set up trials, campaigns, etc. It would be a good idea to start advertising.
Next, regarding the target you want to distribute to, the target audience that can be distributed to differs depending on the DSP provider.
This is caused by the fact that the data that can be obtained differs depending on the data held by the DSP provider.
However, each vendor clearly states this in an easy-to-understand manner, so it would be best to take that into account when making your decision.
For example, I think it would be a good idea to have a minimum idea of the target you want to distribute, such as job type, title, position, etc., and use it accordingly.
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Types and how to choose DSP advertisements (for human resources) that even beginners can understand
summary
◆DSP advertising is an abbreviation for a distribution platform different from ad networks and ad exchanges.
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◆In order to be effective, it is best to set at least evaluation indicators and targets.