移动DSP广告平台：从谷歌竞价到跨屏营销的完整指南

移动DSP广告平台：从谷歌竞价到跨屏营销的完整指南

Mobile DSP Advertising Platform: A Complete Guide from Google Bidding to Cross-Screen Marketing

移动DSP的崛起与市场价值

The Rise and Market Value of Mobile DSP

数据显示，2014年中国的移动DSP公司从11家激增至40多家，标志着移动程序化购买进入快车道。这种快速增长既带来行业繁荣，也导致市场概念混乱。作为专业移动营销媒体，Morketing特邀品友互动产品VP杜斌为您深度解析移动DSP生态。

Statistics show that the number of mobile DSP companies in China surged from 11 to over 40 in 2014, marking the rapid development of mobile programmatic buying. While this growth brings industry prosperity, it also leads to market confusion. As a professional mobile marketing media, Morketing invited Du Bin, VP of Product at IPinyou, to provide an in-depth analysis of the mobile DSP ecosystem.

移动DSP存在的两大基础

Two Foundations of Mobile DSP

1. 流量资源：来自Google Doubleclick、芒果、inMobi等广告交易平台
2. 广告预算：以韩都衣舍为例，其移动广告预算占比将超50%

1. Traffic Resources: From ad exchanges like Google Doubleclick, Mango, inMobi, etc.
2. Advertising Budget: Taking Handu Yishe as an example, its mobile ad budget will exceed 50%

如何识别优质移动DSP

How to Identify Quality Mobile DSP

杜斌指出："DSP不是单一产品，而是一个完整系统"。优质移动DSP应具备：
• 完善的投放界面与流量接口
• 强大的数据处理能力（如Hadoop平台）
• 丰富的人群标签（品友拥有5000+移动端人群属性标签）

Du Bin pointed out: "DSP is not a single product, but a complete system". Quality mobile DSP should have:
• Complete delivery interface and traffic access
• Powerful data processing capabilities (e.g. Hadoop platform)
• Rich audience tags (IPinyou has 5000+ mobile audience attribute tags)

PC端优势向移动延伸

Extending PC Advantages to Mobile

品友互动等PC端DSP先驱具备先天优势：
• 成熟的跨屏营销能力
• 已验证的算法模型
• 2012年即搭建Hadoop云计算平台
• 自主研发OPTIMUS优驰智能优化平台

Pioneers like IPinyou have inherent advantages:
• Mature cross-screen marketing capabilities
• Proven algorithm models
• Established Hadoop cloud computing platform as early as 2012
• Independently developed OPTIMUS intelligent optimization platform

移动DSP的核心价值

Core Value of Mobile DSP

本质仍是实时匹配广告资源与需求的"撮合"系统，但将服务范围扩展至移动领域，通过：
1. 提升投放效率
2. 精准人群匹配
实现营销效果的最大化。

The essence is still a "matching" system that connects ad resources with demand in real time, but extends services to the mobile field through:
1. Improving delivery efficiency
2. Precise audience matching
To maximize marketing effectiveness.