Kushambadzira Tekinoroji

Chii chinonzi Supply-Side Platform (SSP)?

A supply-side platform (SSP) chinhu chakakosha cheiyo programmatic advertising ecosystem. Inoita kuti vaparidzi vakwanise kubata, kutengesa, uye kukwidziridza yavo ad hesiti pakati peakawanda ad kuchinjana munguva chaiyo. Muchinyorwa chino, tichaongorora basa reSSPs, kuti anokwana sei mune yakazara kushambadzira stack, uye matambudziko aanobatsira vaparidzi kugadzirisa.

Kuti unzwisise kuti SSP chii uye kuti inopinda sei muchirongwa chekutenga-yekutenga, munhu anofanira kunzwisisa iyo ecosystem yese. Iyi dhizaini kubva kuMoloco inoiratidza zvakakwana:

programmatic ad kutenga chaiyo nguva yekubhidha system
Credit: Moloco: DSP vs SSP

Dhiagiramu inotsanangura maitiro e programmatic kushambadzira uye chaiyo-nguva kubhidha (RTB), ichiratidza hukama pakati pezvinhu zvakasiyana muecosystem, sevashambadzi, vatsikisi, kushambadzirana, kuda-padivi mapuratifomu (DSPs), Uye SSP.

  • Mushambadzi Bhizinesi kana munhu ari kutsvaga kusimudzira zvigadzirwa kana masevhisi avo kuburikidza nedhijitari advertising.
  • Demand Side Platform (DSP): Ipuratifomu yesoftware inobvumira vashambadziri kutenga ad inventory pane akawanda ad exchanges munguva chaiyo, kufambisa nzira yekutenga midhiya.
  • Ad Exchange: Musika wedhijitari uko vashambadziri (kuburikidza neDSPs) uye vatsikisi (kuburikidza neSSPs) vanotenga nekutengesa ad inventory munguva chaiyo vachishandisa auction michina.
  • Ad Network: Ad network anoita sevamiriri pakati pevashambadzi nevashambadziri, achiunganidza ad inventory kubva kune vakawanda vaparidzi uye vachitengesa kune vashambadziri.
  • Supply-Side Platform (SSP): Ipuratifomu yesoftware inogonesa vaparidzi kubata, kutengesa, uye kukwenenzvera yavo ad hesiti pane akawanda ad exchanges.
  • Data Management Platform (DMP): Imwe sarudzo yepakati pepuratifomu inounganidza, kuronga uye kuongorora mavhoriyamu makuru e data kubva kwakasiyana siyana. Inogonesa vese vashambadzi nevashambadzi kuti vagadzire zvikamu zvevateereri zvinoenderana nemaitiro emushandisi, zvaunofarira, uye huwandu hwevanhu, zvichivabatsira kunanga kushambadzira zvinobudirira uye nemazvo.
  • Publisher: Webhusaiti kana muridzi weapp anoratidza ads kuti aite mari zvirimo.

Yechokwadi-Nguva Kubhidha uye Chirongwa Kushambadzira Kunoshanda Sei?

mutsikisi

  1. Muparidzi ane nzvimbo yavo yekushambadzira yakaburitswa uye anoisa chero zvipingaidzo pamitengo.
  2. Kana mushandisi akashanyira webhusaiti yemuparidzi kana app, iyo SSP inotanga chaiyo-nguva auction yenzvimbo iripo yekushambadzira.
  3. Vashambadziri neDSPs vanoendesa mabhidhi avo zvichienderana nemaitiro ekutarisisa, mafomati ezvishambadziro, uye mitengo yepasi yakatemwa nemushambadzi.
  4. Iyo SSP inosarudza mutengi wepamusoro uye inopa ad yavo kumushandisi.
  5. Mushandisi anoona kushambadza, uye kana vakaiona ichikodzera kana kunakidza, vanogona kudzvanya pairi, zvichikonzera kushanya kune webhusaiti yemushambadzi kana peji yekumhara.
  6. Muparidzi anobhadharwa nekudzvanya uye/kana kutendeutsa.

Mushambadzi

  1. Mushambadziri anogadzira mushandirapamwe muDSP yavo yakasarudzwa, kusanganisira nzira yekunongedza, bhajeti, uye vanogadzira.
  2. Kana mushandisi akashanyira webhusaiti yemuparidzi kana app, muparidzi anotumira chikumbiro chekushambadzira kune ad exchange kuburikidza neSSP yavo, kusanganisira nezvemushandisi uye iripo ad nzvimbo.
  3. Iyo ad exchange inofanana nechikumbiro chekushambadzira neakakodzera evashambadziri mishandirapamwe munguva chaiyo-nguva.
  4. Vashambadziri, kuburikidza neDSPs yavo, vanobhidha pane ad fungidziro zvichienderana neinongedzo nzira uye yavo yekubhidha zano.
  5. Mutengi wepamusoro ndiye anohwina auction, uye ad yavo inopihwa pawebhusaiti yemuparidzi kana app.

DSP inokwana muhuwandu hwekushambadza kwese kuti uwedzere kuita mari kuburikidza nechirongwa chekushambadzira.

Sei Vaparidzi Vachishandisa SSP?

Pane zvikonzero zvakati kuti nei vaparidzi vanoshandisa SSP:

  1. Wedzera mari Nekubatanidza kune akawanda anodiwa masosi, maSSPs anowedzera makwikwi eadhisheni yekushambadzira, kutyaira mitengo uye kuwedzera mari yevaparidzi.
  2. Automate kutengesa maitiro: SSPs inogadzirisa maitiro ekutengesa ad inventory, kuderedza kuedza kwemaoko uye kugadzirisa mashandiro evaparidzi.
  3. Gadzirisa mitengo yekuzadza: SSPs inobatsira vaparidzi kukwidziridza mitengo yavo yekuzadza nekufananidza yavo ad hesita neakakodzera kudiwa masosi uye vashambadzi.
  4. Kuwanikwa kune chaiyo-nguva yekushuma uye analytics: Vaparidzi vanogona kushandisa chaiyo-nguva yekushuma uye analytics maturusi anopihwa neSSPs kuteedzera mashandiro ezvinyorwa uye kuita sarudzo dzinotungamirwa nedata.
  5. Goho optimization: MaSSP anoshandisa maalgorithms epamusoro kuona mutengo wakanakisa kune yega yega ad ratidziro, kuve nechokwadi chekuti vaparidzi vanowana kukosha kwakanyanya kubva kune yavo yekuverenga.
  6. Kuvandudza inventory control: Vaparidzi vanogona kuchengetedza zvirinani kutonga pamusoro peadhisheni yavo nekutsanangura mitengo yepasi, mafomati ad, uye kuiswa mukati meSSP.
  7. Brand kuchengetedza uye kutonga: SSPs inopa vaparidzi kutonga pamusoro pekuti ndeapi ads anoratidzwa pamawebhusaiti avo, zvichibatsira kuchengetedza mhando chengetedzo uye chiitiko chakanaka chemushandisi.
  8. Rerutsa inventory management: SSPs inopa yepakati pepuratifomu yekutonga uye optimize ad hesitayo mumatanho akawanda uye kudiwa masosi.

Chii chinonzi DSP Implementation process?

Kune akati wandei akasiyana maficha, mashandiro, zvinangwa, uye masanganiswa anowanikwa kune yega yega SSP, saka kusarudzwa uye kuita kwepuratifomu mukati medhishi yako yekushambadzira kunofanirwa kuve kungwarira maitiro.

  1. Kubatanidzwa: Muparidzi anotanga abatanidza iyo SSP newebhusaiti yavo kana app, kungave zvakananga kana kuburikidza nead server. Kubatanidzwa uku kunobvumira iyo SSP kuwana uye kugadzirisa ad inventory yemuparidzi.
  2. Kugadzira: Muparidzi anogadzirisa yavo ad inventory marongero mukati meSSP, achitsanangura iyo ad kuiswa, ad mafomati, uye pasi mitengo. Mitengo yepasi ndiyo ishoma mari iyo muparidzi anoda kugashira kune ad kuratidzwa. Danho iri rinoita kuti muparidzi arambe achitonga pamusoro pezvinhu zvavo uye nzira yekuita mari.
  3. Inventory Management: Iyo SSP inobatanidza mushambadzi ad hevherosi kune akawanda anodiwa masosi, kusanganisira ad exchanges, Demand-Side Platforms (DSPs), uye vashambadziri. Kubatana uku kunobvumira muparidzi kuti atengese eventory yavo nenzira, kuwedzera mari uye kuzadza mitengo nekuwedzera kukwikwidza pakati pevatengi.
  4. Real-time Auction: Kana mushandisi akashanyira webhusaiti yemuparidzi kana app, iyo SSP inotanga chaiyo-nguva auction yenzvimbo iripo yekushambadzira. Vashambadziri neDSPs vanoendesa mabhidhi avo zvichienderana nemaitiro ekutarisisa, mafomati ezvishambadziro, uye mitengo yepasi yakatemwa nemushambadzi. Iyo SSP inosarudza mutengi wepamusoro uye inopa ad yavo kumushandisi.
  5. Kuzivisa uye Analytics: Iye muparidzi anogona kuwana chaiyo-nguva yekushuma uye analytics maturusi anopihwa neSSP kuti atarise mashandiro eiyo ad inventory. Aya maziviro anobatsira muparidzi kunzwisisa kuti ndeapi kuiswa kwekushambadzira, mafomati, uye masosi ekudiwa ari kuunza mari yakawanda, zvichivabvumira kuita sarudzo dzinofambiswa nedata uye kukwidziridza zano ravo rekuita mari.
  6. Optimization: Zvichienderana neruzivo uye data rekuita, muparidzi anogona kugadzirisa zvigadziriso zvavo, mitengo yepasi, uye maitiro ekutarisa mukati meSSP kuti vawedzere mari uye kuzadza mitengo. Ivo vanogona zvakare kuyedza akasiyana ad mafomati, kuiswa, uye masosi ekuda kuwana iwo anonyanya kushanda masanganiswa

Maitiro aya anobvumira vaparidzi kuti vabatanidze kushambadzira kwavo kune akawanda anodiwa masosi, kutora chikamu mune chaiyo-nguva auctions, kuwana mishumo, uye analytics maturusi, uye kukwidziridza maitiro avo ekuita mari zvichibva pane inofambiswa nedata.

Maitiro Ekuongorora Yako SSP Kubudirira

Kuti uongorore kushanda kweSSP yako, unogona kutarisa zvinotevera Key Performance Indicators (KPI's):

  1. Revenue: Mari yese inowanikwa kubva kune yako ad inventory. Iyo SSP inoshanda inofanirwa kubatsira kuwedzera mari yako nekubatanidza iwe kune yepamusoro-mhando kudiwa masosi uye optimize yako hesiti.
  2. Mari yekuzadza: Huwandu hwezviratidziro zvinotengeswa zvinobudirira uye kuzadzwa nema ads. Mwero wepamusoro wekuzadza unoratidza kuti SSP yako iri kunyatso kubatanidza hesita kune yakakodzera kudiwa masosi uye nekuwedzera yako ad nzvimbo yekushandisa.
  3. Inoshanda Mutengo Per Mille (eCPM): Avhareji yemari inowanikwa pachuru pazviratidziro. Iyo eCPM yepamusoro inoratidza kuti SSP yako iri kukwidziridza kukosha kweadhisheni yako uye kutyaira zvirinani mhedzisiro yekuedza kwako kuita mari.
  4. Mutengo PaMiraira (CPM): Avhareji mutengo unobhadharwa nevashambadzi pazviuru zvezvishambadzo. Iyo yakakwira CPM inoratidza kuti SSP yako iri kutyaira zvinobudirira makwikwi kune yako ad hesiti uye nekuwedzera mari.
  5. Ad Inventory Quality: Hunhu hweiyo ad inventory inowanikwa pawebhusaiti yako kana app, kusanganisira kutaridzika, kuchengetedzeka kwemhando, uye kuiswa kwekushambadzira. Huwandu hwemhando yepamusoro hunokwezva vashambadziri vekutanga uye hunounza mari iri nani.
  6. Demand Source Diversity: Huwandu hwezvakasiyana zvekudiwa masosi, zvakaita seDSPs, ad exchanges, uye vashambadziri, zvakabatana neSSP yako. Yakasiyana siyana yezvinoda masosi inowedzera makwikwi kune yako ad hesita uye inobatsira kuwedzera mari.
  7. Kuzivisa uye Analytics: Hunhu uye granularity yekushuma uye analytics inopihwa neSSP. Maturusi ekutaura akakwana anogonesa vaparidzi kuita sarudzo dzinofambiswa nedata uye kugadzirisa nzira dzavo dzekuita mari.
  8. Platform Zvimiro uye Zvinogona: Iwo maficha uye kugona kweSSP, senge musoro wekubhidha rutsigiro, sarudzo dzekutarisa dzepamberi, uye chaiyo-nguva auction tekinoroji. SSP inoshanda inofanirwa kupa huwandu hwematurusi uye maficha anobatsira vaparidzi kuwedzera kukosha kweadhisheni yavo.

Nekutarisa maKPI aya, unogona kuongorora kushanda kweSSP yako uye kuona kuti iri kutyaira zvakanakisa mhedzisiro yead inventory monetization.

Rondedzero yeInotungamira SSPs

  • Google Ad Manager -Google Ad Maneja ipuratifomu yekushambadzira inosanganisa Google's DoubleClick yeVaparidzi (DFP) uye DoubleClick Ad Exchange (AdX) kubatsira vaparidzi kugadzirisa mashandiro avo uye kuwedzera mari. Iine ad management system yayo yakabatana, yakawandisa yekuwana, kunanga kwepamberi, uye optimization kugona, Google Ad Manager inogonesa vashambadziri nemazvo kubata nekuita mari yavo yekushambadza mumatanho akawanda uye kudiwa masosi.
  • PubMatic -Iyo yakazara yekugovera-padivi chikuva inopa simba vaparidzi kuti vabate, vaite mari, uye vagone kukwidziridza yavo ad hesiti mumatanho akawanda uye kudiwa masosi. Iine maficha akadai seyemusoro kubhidha, chaiyo-nguva kushuma uye analytics, brand kuchengetedza zvidzoreso, uye nharembozha ad optimization, PubMatic's SSP inobatsira vaparidzi kuti vawedzere mari yavo yekushambadza uku vachichengetedza kutonga pamusoro pezvavakaita uye ruzivo rwemushandisi.
  • OpenX - ipuratifomu ine simba rekupa-parutivi rakagadzirirwa kubatsira vaparidzi kuita mari nemazvo uye kubata yavo yedhijitari ad hesiti mumatanho akasiyana. Inopa chaiyo-nguva kubhidha, kudiwa kwepasirese uye kuwana zviwanikwa, tsigiro yekubhidha wemusoro, uye granular kushuma, OpenX's SSP inogonesa vaparidzi kukwirisa mari yavo yekushambadza uye kuchengetedza kutonga pamusoro pekuiswa kwavo ad uye ruzivo rwemushandisi.
  • magnite -Magnite's SSP, yakaumbwa kubva mukubatanidzwa kweRubicon Project neTelaria, ipuratifomu yakabatana yekutengesa iyo inobatsira vaparidzi kukwidziridza kushambadzira kwavo uye kuwedzera mari mumatanho akawanda, kusanganisira CTV, vhidhiyo, kuratidza, uye nharembozha. Iine maficha epamberi senge musoro kubhidha, chaiyo-nguva kushuma, chengetedzo yemhando, uye yepasirese kudiwa kwekuwana, Magnite's SSP inopa simba vaparidzi kuti vanyatsoita mari yavo yekutenga vachichengetedza kutonga kwekuiswa kwekushambadzira uye ruzivo rwemushandisi.

Douglas Karr

Douglas Karr ndiye CMO OpenINSIGHTS uye muvambi we Martech Zone. Douglas akabatsira akawanda ekubudirira kweMarTech kutanga, akabatsira mukushingairira kweanopfuura madhora mashanu emadhora mukutenga nekudyara kweMartech, uye anoenderera mberi nekubatsira makambani kuita nekuita otomatiki nzira dzawo dzekutengesa nekutengesa. Douglas inyanzvi inozivikanwa pasi rese yedhijitari uye MarTech nyanzvi uye mutauri. Douglas zvakare munyori akaburitswa wegwaro raDummie uye bhuku rehutungamiriri hwebhizinesi.

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