如何做好SEM推广？谷歌中国广告推广找谁？执牛耳传媒详解DSP程序化购买精准营销

如何做好SEM推广？谷歌中国广告推广找谁？执牛耳传媒详解DSP程序化购买精准营销

How to Do SEM Promotion? Who to Contact for Google China Advertising? Zhiniuer Media Explains DSP Programmatic Buying for Precision Marketing

互联网正在对传统行业形成巨大冲击，业务模式亟待改变、市场格局需要重新架构。传统企业如何思变？如何突围？如何顺潮流而上？在红狮林新媒体营销论坛上，MdotM中国区创始人、百度认证互联网营销专家曲海佳分享了"拥抱程序化购买精准营销"的专业见解。

The internet is having a huge impact on traditional industries, requiring changes in business models and market structures. How should traditional enterprises transform? How to break through? At the Red Lion Forest New Media Marketing Forum, Qu Haijia, founder of MdotM China and Baidu-certified internet marketing expert, shared professional insights on "Embracing Programmatic Buying for Precision Marketing".

什么是程序化购买/DSP？ | What is Programmatic Buying/DSP?

程序化购买（Programmatic Buying）或称精准营销，最常见的英文缩写是DSP（Demand Side Platform）。程序化购买并非全新概念，早在十几年前互联网广告投放需要手动更换广告图片，效率极低。2004-2009年间，通过程序或软件将广告投放到相应位置的方式应运而生。

DSP即需求方平台，其核心价值在于：通过算法计算每个展示机会的价值并出价，提高广告展示效果和投入产出比。虽然广告投放不可能完全避免浪费，但精准营销可以大幅减少浪费比例。

Programmatic Buying, also known as precision marketing, is most commonly referred to as DSP (Demand Side Platform). It's not a completely new concept - in the early days of internet advertising, ads had to be manually replaced. Between 2004-2009, the method of using programs/software to place ads emerged.

DSP calculates the value of each impression opportunity through algorithms and bids accordingly, improving ad display effectiveness and ROI. While ad waste cannot be completely avoided, precision marketing can significantly reduce it.

DSP如何运作？ | How Does DSP Work?

DSP运作流程分为：
1. 收集用户信息并分类整理
2. 进行广告展示
3. 转化追踪
4. 记录分析
5. 再次展示追踪
形成完整闭环

DSP的基础是实时竞价（RTB），DMP是数据管理平台。曲海佳指出："实际起作用的通常是第二方数据，第一方数据因广告主不愿分享而不可靠，第三方数据只有在与第二方高度重合时才有效，目前重合率不足10%。"

DSP operation process:
1. Collect and categorize user data
2. Display ads
3. Track conversions
4. Record and analyze
5. Redisplay and retrack
Forming a complete loop

DSP is based on RTB (Real-Time Bidding), with DMP as the data management platform. Qu Haijia noted: "Second-party data is usually most effective. First-party data is unreliable as advertisers are reluctant to share, while third-party data only works when highly aligned with second-party data - current alignment is below 10%."

如何选择DSP平台？ | How to Choose a DSP Platform?

评估DSP平台需关注五大类：
• 媒体资源
• 数据资源
• 算法
• 精准定向能力
• 服务质量

曲海佳建议："不要做第一个吃螃蟹的人，新平台至少要观察一年；采用小预算高售价策略测试转化率；不要把所有预算放在一个平台；国外平台技术通常领先1-2年；最重要的是选择可信赖的服务团队。"

Evaluate DSP platforms based on five categories:
• Media resources
• Data resources
• Algorithms
• Precision targeting capabilities
• Service quality

Qu Haijia recommends: "Don't be the first to try new platforms - observe for at least a year; test with small budgets and high bids; diversify across platforms; international platforms are typically 1-2 years ahead technologically; most importantly choose a trustworthy service team."

关于DSP的五大误区 | Five Major Misconceptions About DSP

1. 认为DSP投放零风险
2. 把DSP理解为媒体购买
3. 认为转化量会持续增长
4. 认为DSP应该很便宜
5. 认为只适合手游行业

1. Thinking DSP has zero risk
2. Mistaking DSP for media buying
3. Expecting continuous conversion growth
4. Assuming DSP should be cheap
5. Believing it's only suitable for mobile games

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For more digital marketing expertise, follow WeChat public account Zhiniuer Media (ID: zhiniuermedia)