Ubuchwepheshe Bokukhangisa

Iyini I-Demand-Side Platform (DSP)?

Inkundla yesidingo (DSP) yisixazululo sesofthiwe esivumela abakhangisi nabakhangisi ukuthi bathenge i-inventory yezikhangiso zedijithali kuzo zonke izikhangisi ezihlukahlukene, amanethiwekhi, nabashicileli ngesikhathi sangempela, besebenzisa isixhumi esibonakalayo esisodwa. Iqondisa inqubo yokuthenga abezindaba futhi isiza abakhangisi ukuthi baqondise izethameli ezithile ngempumelelo.

Ukuze uqonde ukuthi iyini i-DSP nokuthi ingena kanjani ohlelweni lokuthenga izikhangiso, umuntu kufanele aqonde yonke i-ecosystem. Lo mdwebo ovela ku-Moloco ubonisa kahle:

uhlelo lokubhida lokuthenga ngesikhathi sangempela
Imithombo: I-Moloco: DSP vs SSP

Umdwebo uchaza inqubo ye Uhlelo lokukhangisa kanye nokubhida kwesikhathi sangempela (RTB), okubonisa ubudlelwano phakathi kwezinto ezihlukene ku-ecosystem, njengabakhangisi, abashicileli, ukuhwebelana kwezikhangiso, ama-DSP, kanye amapulatifomu e-supply-side (Ama-SSP).

  • Umkhangisi: Ibhizinisi noma umuntu ofuna ukuthuthukisa imikhiqizo noma amasevisi abo ngokukhangisa kwedijithali.
  • I-Demand Side Platform (DSP): Inkundla yesofthiwe evumela abakhangisi ukuthi bathenge i-inventory yezikhangiso ekuhwebeni kwezikhangiso eziningi ngesikhathi sangempela, okwenza kube lula inqubo yokuthenga imidiya.
  • I-Ad Exchange: Indawo yemakethe yedijithali lapho abakhangisi (ngama-DSP) nabashicileli (ngama-SSP) bethenga futhi bathengise uhlu lwamagama lwezikhangiso ngesikhathi sangempela besebenzisa indlela yendali.
  • Inethiwekhi Yesikhangiso: Amanethiwekhi ezikhangiso asebenza njengabalamuli phakathi kwabakhangisi nabashicileli, ahlanganisa uhlu lwezikhangiso olusuka kubashicileli abaningi futhi aluthengise kubakhangisi.
  • I-Supply-Side Platform (SSP): Inkundla yesofthiwe evumela abashicileli ukuthi baphathe, badayise, futhi balungiselele i-inventory yabo yezikhangiso kuzo zonke izikhangisi eziningi.
  • I-Data Management Platform (DMP): Inkundla yokuzikhethela emaphakathi eqoqa, ehlela futhi ehlaziya umthamo omkhulu wedatha evela emithonjeni ehlukahlukene. Ivumela abakhangisi nabashicileli ukuthi bakhe amasegimenti ezithameli ngokusekelwe ekuziphatheni komsebenzisi, izinto abazithakaselayo, kanye nezibalo zabantu, okubasiza ukuthi baqondise izikhangiso ngempumelelo nangempumelelo kakhudlwana.
  • Umshicileli: Iwebhusayithi noma umnikazi wohlelo lokusebenza obonisa izikhangiso ukuze enze imali ngokuqukethwe kwabo.

Isebenza Kanjani Ibhidi Yesikhathi Sangempela kanye Nokukhangisa Kwezinhlelo?

Umkhangisi

  1. Umkhangisi usungula umkhankaso ku-DSP yakhe ayikhethile, okuhlanganisa imibandela yokukhomba, ibhajethi, nabasunguli.
  2. Uma umsebenzisi evakashela iwebhusayithi yomshicileli noma uhlelo lokusebenza, umshicileli uthumela isicelo sesikhangiso ekushintshanisweni kwesikhangiso nge-SSP yakhe, okuhlanganisa imininingwane ngomsebenzisi nesikhala esitholakalayo sesikhangiso.
  3. Ukushintshisana kwezikhangiso kufana nesicelo sesikhangiso nemikhankaso yabakhangisi efanele ngesikhathi sangempela.
  4. Abakhangisi, ngama-DSP abo, babhida embonweni wesikhangiso ngokusekelwe kumbandela wokukhomba namasu abo okubhida.
  5. Umthengi ophakeme kakhulu uwina indali, futhi isikhangiso sakhe sinikezwa kuwebhusayithi yomshicileli noma uhlelo lokusebenza.

Consumer

  1. Umsebenzisi uvakashela iwebhusayithi yomshicileli noma uhlelo lokusebenza.
  2. Umshicileli uthumela isicelo sesikhangiso ekushintshanisweni kwesikhangiso nge-SSP yabo, okuhlanganisa ulwazi olumayelana nomsebenzisi nesikhala esitholakalayo sesikhangiso.
  3. Ukushintshaniswa kwezikhangiso kufana nesicelo sesikhangiso nemikhankaso yabakhangisi efanele, futhi kwenzeka indali.
  4. Umthengi ophakeme kakhulu uwina indali, futhi isikhangiso sakhe sinikezwa kuwebhusayithi yomshicileli noma uhlelo lokusebenza.
  5. Umsebenzisi ubona isikhangiso, futhi uma esithola sibalulekile noma sithakasela, angachofoza kuso, okuholela ekuvakasheleni iwebhusayithi yomkhangisi noma ikhasi lokubikezela.

I-DSP ingena esitakini sokumaketha sisonke njengethuluzi lokukhangisa okuhleliwe, ehambisana nezinye izingxenye zokumaketha ezifana nokuphathwa kobudlelwane bekhasimende (CRM) amasistimu, izinhlelo zokuphatha okuqukethwe (CMS), ezishintshayo zokumaketha, namathuluzi okuhlaziya iwebhu.

Kungani Izinkampani Zisebenzisa I-DSP?

Kunezinselelo ezine ezibalulekile i-DSP engazinqoba enkampanini efuna ukutshala imali kangcono futhi ilandelele isabelomali sayo sokukhangisa:

  1. Ukuthengwa kwezikhangiso ezihlukene: Ukuthenga i-inventory yezikhangiso kuwo wonke amanethiwekhi amaningi nabashicileli kungase kudle isikhathi futhi kungasebenzi kahle.
  2. Ukukhomba okungasebenzi: Izinkampani ziyazabalaza ukuthola nokufinyelela izingxenye ezifanele zezethameli zemikhankaso yazo.
  3. Ubunzima bokuphatha ibhajethi: Ukwaba kanye nokwenza kahle isabelomali semikhankaso nezinkundla ezahlukene kungaba inselele.
  4. Ukungabi nemininingwane yesikhathi sangempela: Izinkampani zidinga ukufinyelela kudatha yesikhathi sangempela nezibalo ukuze zenze izinqumo ezinolwazi futhi zilungiselele imikhankaso yazo.

Iyini Inqubo Yokuqaliswa Kwe-DSP?

Kunezinhlobonhlobo zezici, ukusebenza, okuhlosiwe, nokuhlanganiswa okutholakalayo kuyo yonke i-DSP, ngakho ukukhetha nokusebenzisa inkundla ngaphakathi kwesitaki sakho se-MarTech kufanele kube inqubo ecophelelayo.

  1. Linganisa izidingo zakho: Nquma imigomo yakho yokukhangisa, izethameli eziqondiwe, kanye nesabelomali ukuze ukhethe i-DSP efanele yebhizinisi lakho.
  2. Cwaninga bese ukhetha i-DSP: Qhathanisa ama-DSP ahlukene ngokusekelwe ezicini zawo, izindleko, nezinkampani eziqondiwe ukuze uthole okufaneleka kakhulu.
  3. Setha i-akhawunti: Dala i-akhawunti nge-DSP ekhethiwe futhi usethe imininingwane yakho yokukhokha.
  4. Dala futhi ulayishe okudaliwe kwakho: Dizayina izidali zakho zesikhangiso futhi uzilayishe endaweni yesikhulumi.
  5. Setha ukukhomba nokubhida: Chaza indlela yakho yokukhomba, efana nokubalwa kwabantu, indawo, nezintshisekelo zakho, bese usetha isu lakho lokubhida.
  6. Yethula futhi ulungiselele imikhankaso: Yethula imikhankaso yakho futhi uqaphe ukusebenza kwayo usebenzisa izibalo zesikhathi sangempela, wenze izinguquko njengoba kudingeka ukuze ulungiselele imiphumela.

Indlela Yokuhlola Ukusebenza Kwe-DSP Yakho

Ukwengamela lawa ma-KPI kukusiza ukuthi uhlole ukusebenza kokukhethwa kwakho kwe-DSP nokutshalwa kwezimali, uqinisekise ukuthi ukhulisa ukusebenza kahle nokusebenza kwemikhankaso yakho yokukhangisa kwedijithali ngesenzo sakho osithandayo. Izenzo zingalandelelwa ngokulandelela ikhukhi, ukulandelela ngokuchofoza, ukulandelela ukuguqulwa kwekhasi lokufika, ukulandelela ucingo, noma ukutholwa kwekhodi yokuphromotha.

  • Izindleko Ezisebenzayo Ngesenzo ngasinye (I-eCPA): Ikala izindleko ezimaphakathi zokuthola isenzo esifiselekayo (isb, ukuguqulwa, ukuthengisa, ukubhalisa) nge-DSP. I-eCPA ephansi ibonisa umkhankaso ongabizi kakhulu.
  • Izindleko Ezisebenzayo Ngokuchofoza ngakunye (I-eCPC): Imele izindleko ezimaphakathi ngokuchofoza ngakunye komkhankaso wakho. I-eCPC ephansi ikhombisa ukuthi ukhokha kancane ngokuchofoza ngakunye, okwenza umkhankaso wakho ungabizi kakhulu.
  • Izindleko nge-Mille ngayinye (I-CPM): Ikala izindleko ngemibono eyinkulungwane ngayinye. I-CPM ephansi isho ukuthi ukhokha kancane ngazo zonke izikhathi eziyinkulungwane lapho isikhangiso sakho siboniswa, okungabonisa inani elingcono lemali oyisebenzisayo ezikhangisweni zakho.
  • Isilinganiso Sokuchofoza (CTR): Amaphesenti abasebenzisi abachofoza isikhangiso sakho ngemva kokusibona. I-CTR ephakeme ikhombisa ukuthi izikhangiso zakho zikhanga kakhulu futhi zihambisana nezithameli oziqondise.
  • Isilinganiso sokuguqulwa (I-CVR): Amaphesenti wabasebenzisi abaqedela isenzo esifiselekayo (isb, ukuthenga, ukubhalisa) ngemva kokuchofoza isikhangiso sakho. I-CVR ephezulu ibonisa ukuthi imikhankaso yakho ishayela izenzo ezibaluleke kakhulu ezivela kubasebenzisi.
  • Buyisela ku-Ad Spend (I-ROAS): Imali engenayo etholwe emikhankasweni yakho yokukhangisa ihlukaniswa ngesamba esichithwe yizikhangiso. I-ROAS ephakeme ikhombisa ukutshalwa kwezimali okunenzuzo eyengeziwe ku-DSP.
  • Ukufinyelela kanye Nemvamisa: Ukufinyelela kusho inombolo yabasebenzisi abahlukile abavezwe ezikhangisweni zakho, kuyilapho imvamisa ikala isilinganiso senani lezikhathi umsebenzisi abona ngazo isikhangiso sakho. Ukuthuthukisa ukufinyelela kanye nemvamisa kuqinisekisa ukuthi ufinyelela izethameli ezibanzi ngaphandle kokudalula ngokweqile izikhangiso zakho.
  • Isilinganiso sokubukeka: Iphesenti lemibono yezikhangiso ebibukwa abasebenzisi (isb., engafihliwe noma ngaphansi kokugoqwa). Izinga eliphezulu lokubukeka libonisa ukuthi izikhangiso zakho zinethuba elingcono lokubonwa nokusebenzisana nabasebenzisi.
  • Ikhwalithi Yempahla: Ukuhlola ikhwalithi yempahla yezikhangiso etholakalayo, njengokuphepha kwebhrendi, ukubukeka, nokubeka izikhangiso, kuqinisekisa ukuthi izikhangiso zakho ziboniswa ezimweni ezifanele futhi zinethuba elingcono lokukhiqiza imiphumela emihle.
  • Izici Zenkundla Namakhono: Hlola izinketho zokukhomba ze-DSP, amathuluzi okubika nawokuhlaziya, izici zokuthuthukisa, nokuhlanganiswa nezinye izinkundla kusitaki sakho sokumaketha.

Uhlu lwama-DSP aholayo

  • I-Adobe Cloud Cloud - I-DSP yokukhangisa iyinkundla yokuqala ezimele yohlangothi lwesidingo eletha ukuhlanganisa izikrini ezinqamulayo kanye namashaneli ahlukahlukene ukuze kuhlelelwe, kuthengwe, kukale futhi kuthuthukiswe. Iwukuphela kwe-DSP yesiteshi sonke esekela i-TV exhunyiwe, ividiyo, isibonisi, imikhankaso yomdabu, yomsindo, nosesho.
  • I-Google Display & Video 360 (DV360) - Ingxenye Yenkundla Yokumaketha ye-Google, i-DV360 inika amandla abakhangisi nabakhangisi ukuthi bahlele, baqhube, futhi baphathe imikhankaso yabo yezikhangiso ehleliwe kuzo zonke iziteshi ezihlukene njengokuboniswa, ividiyo, okomdabu, nokunye.
  • MediaMath - inkundla ehamba phambili ye-omnichannel-side side-demand enika abakhangisi amandla okufinyelela nokubandakanya izethameli abazihlosile kuzo zonke iziteshi ezihlukahlukene, okuhlanganisa isibonisi, ividiyo, iselula, nenkundla yezokuxhumana. Ngokuthuthukiswa kwayo okuthuthukisiwe okuqhutshwa yi-AI, ukukhomba kwe-granular, namandla okubika enziwe ngendlela oyifisayo, i-DSP ye-MediaMath inika amandla amasu okuthengisa asebenzayo, aqhutshwa yidatha aletha imiphumela engcono kanye nenzuzo ephezulu ekutshalweni kwezimali.
  • Microsoft Xandr - I-DSP ye-Microsoft, ngokubambisana ne-Xandr, inikezela ngezixazululo zokukhangisa ze-premium ezivumela abakhangisi ukuthi bafinyelele uhlu lwekhwalithi ephezulu futhi bafinyelele izethameli zabo ezihlosiwe kuzo zonke izakhiwo ze-Microsoft kanye nemakethe ka-Xandr. Ngezinketho ezithuthukisiwe zokukhomba, ukufinyelela okubanzi, kanye nemininingwane etholwe yidatha, le DSP iletha imikhankaso yesikhangiso ephumelela kakhulu futhi eqondene nawe eqhuba ukuzibandakanya nokusebenza okungcono.
  • I-Trade Desk - I-Trade Desk iyipulatifomu yokuthenga ehlinzeka ukufinyelela kukho konke ukusungulwa kwe-RTB yokubukisa, ithelevishini, ividiyo, ezenhlalo, iselula, nokuningi. Abathengi bezindaba abasebenzisa imikhiqizo yethu bangaqhuba imikhankaso kuzo zonke iziteshi zemidiya eziku-inthanethi futhi babike ukuthi isiteshi ngasinye sihlangana kanjani ukuthonya ikhasimende labo.
  • Yahoo! I-DSP yokukhangisa – manje eyingxenye ye-Verizon Media, inikeza inkundla yokukhangisa ehlelekile evumela abakhangisi ukuthi baphathe futhi balungiselele imikhankaso kuzo zonke iziteshi ezihlukahlukene, okuhlanganisa isibonisi, ividiyo, imvelo, neselula. Isebenzisa i-inventory ebanzi ye-Yahoo, ukuqondisa okushayelwa yidatha, namandla okuthuthukisa athuthukisiwe, le DSP isiza abakhangisi bafinyelele izethameli zabo ngempumelelo nangempumelelo kuyilapho bekhulisa imbuyiselo yabo ekuchithweni kwezikhangiso.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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