Category: DSP

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How do short video platforms like Douyin and Kuaishou influence video programmatic advertising

Short video platforms like Douyin and Kuaishou have significantly influenced video programmatic advertising in China through various mechanisms that enhance user engagement and drive advertising effectiveness. Here are the key ways these platforms impact the landscape:

1. Massive and Engaged User Base

Both Douyin and Kuaishou boast substantial daily active users—over 400 million for Douyin and around 300 million for Kuaishou. This vast audience provides advertisers with extensive reach, allowing brands to target diverse demographics effectively. The high engagement levels on these platforms mean that ads are more likely to be viewed and interacted with compared to traditional media channels .

2. Content-Driven Advertising

Douyin and Kuaishou prioritize creative, entertaining, and authentic content. Advertisers can create video ads that blend seamlessly with user-generated content, making them less intrusive and more appealing to viewers. This approach enhances user experience, as ads that resonate with the platform’s culture tend to perform better in terms of engagement .

3. Advanced Targeting Options

Both platforms utilize sophisticated algorithms to analyze user behavior and preferences, enabling advertisers to deploy advanced targeting strategies. Advertisers can reach niche audiences based on interests, browsing habits, and demographic information, ensuring that their messages are relevant and timely . This precision targeting is crucial in a competitive advertising environment.

4. Integration with E-Commerce

Kuaishou has made significant strides in integrating e-commerce features into its platform, allowing users to purchase products directly during video streams. This capability enhances the effectiveness of video programmatic advertising by providing a seamless shopping experience that can lead to higher conversion rates. Douyin is also developing similar functionalities, making it easier for brands to convert views into sales .

5. Interactive Ad Formats

The platforms offer various interactive ad formats, such as live-streaming ads and branded challenges, which encourage user participation and engagement. For instance, live-streaming on Kuaishou fosters a sense of community and connection between hosts and viewers, which can lead to higher trust and increased sales conversions .

6. Real-Time Feedback and Analytics

Advertisers benefit from real-time analytics provided by these platforms, allowing them to monitor campaign performance closely. This data-driven approach enables brands to adjust their strategies quickly based on viewer interactions and preferences, optimizing ad spend and improving overall effectiveness .

7. Cultural Relevance

Both Douyin and Kuaishou reflect cultural trends and consumer interests in China. Advertisers who align their messaging with current trends or popular content on these platforms can enhance their brand’s relevance and appeal, leading to better engagement outcomes .

In summary, Douyin and Kuaishou significantly shape video programmatic advertising in China by providing vast audiences, promoting creative content integration, enabling advanced targeting options, facilitating e-commerce interactions, offering interactive formats, delivering real-time analytics, and fostering cultural relevance. These factors collectively enhance the effectiveness of advertising campaigns on these platforms.

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AdTech China Marketing Digital Marketing DSP Marketing Products

What are the key factors driving the popularity of video programmatic advertising in China

The popularity of video programmatic advertising in China is driven by several key factors that reflect the unique characteristics of the market and consumer behavior. Here are the main drivers:

1. Rapid Growth of Mobile Internet Users

China has seen a dramatic increase in mobile internet users, reaching over 829 million. This growth has shifted content consumption predominantly to mobile devices, making video ads particularly effective as they align with how users engage with media on their smartphones and tablets .

2. Rising Demand for Video Content

Video content consumption is surging in China, with platforms like Douyin (TikTok) and Kuaishou leading the way. As users increasingly prefer video over other formats, advertisers are adapting by investing more in video programmatic advertising to capture audience attention effectively .

3. Enhanced Targeting Capabilities

AI-driven programmatic advertising allows for precise audience targeting based on user data and behaviors. This capability enables advertisers to deliver relevant video ads to specific demographics, increasing engagement and conversion rates .

4. Cost-Effectiveness and Efficiency

Programmatic buying automates the ad purchasing process, reducing costs and improving efficiency. Advertisers can optimize their budgets by targeting specific audiences without the inefficiencies associated with traditional media buying methods . This efficiency is particularly appealing in a competitive market.

5. Integration with E-Commerce

The rise of live e-commerce and shoppable video ads has created new opportunities for advertisers. Platforms often allow users to purchase products directly while watching videos, enhancing user engagement and driving sales simultaneously . This seamless integration between content and commerce is a significant factor in the growth of video programmatic advertising.

6. Improved User Experience

Video ads can be more engaging than static formats, providing richer storytelling opportunities that resonate with viewers. The ability to create immersive experiences helps brands connect emotionally with their audience, leading to higher retention and engagement rates .

7. Innovative Ad Formats

The development of interactive and innovative ad formats, such as augmented reality (AR) and virtual reality (VR) experiences within video ads, has also contributed to their popularity. These formats capture user interest more effectively than traditional ads .

8. Support from Major Platforms

Dominant players like Baidu, Alibaba, and Tencent have developed their own programmatic advertising technologies, providing robust infrastructure for video programmatic buying. Their extensive reach ensures that advertisers can access large audiences through targeted video campaigns .

In summary, the combination of a growing mobile user base, increasing demand for video content, advanced targeting capabilities, cost-effectiveness, integration with e-commerce, and support from major platforms are all key factors driving the popularity of video programmatic advertising in China.

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AdTech China Marketing Digital Marketing DSP Marketing Products

How does AI-driven programmatic advertising improve user engagement in China

AI-driven programmatic advertising significantly enhances user engagement in China through several innovative strategies and technologies. Here are the key ways in which it achieves this:

1. Personalized Advertising Experiences

AI enables advertisers to analyze vast amounts of user data, allowing for highly personalized marketing messages tailored to individual preferences and behaviors. This personalization increases the relevance of ads, making users more likely to engage with the content. For instance, platforms like Alibaba utilize AI to recommend products based on users’ browsing history and purchasing patterns, leading to higher engagement rates .

2. Dynamic Content Optimization

AI-driven programmatic advertising allows for real-time adjustments to ad content based on user interactions. This means that if an ad is not performing well, it can be modified on-the-fly to better suit the audience’s preferences. This responsiveness keeps the content fresh and engaging, reducing ad fatigue among users .

3. Contextual Targeting

By leveraging AI, advertisers can deliver ads that are contextually relevant to the content being consumed by users. This method ensures that ads appear in environments where they are most likely to resonate with the audience, such as video ads on platforms like Douyin (TikTok) or Youku. Contextual relevance enhances user engagement by aligning ads with user interests at the moment they are consuming related content .

4. Enhanced User Insights

AI tools provide deeper insights into consumer behavior and preferences, enabling advertisers to refine their targeting strategies continuously. By understanding what drives user engagement, brands can create more compelling campaigns that resonate with their target audiences, ultimately leading to higher interaction rates .

5. Interactive and Engaging Formats

AI facilitates the creation of interactive ad formats that engage users more effectively than traditional static ads. For example, AI scene marketing platforms can integrate brand exposure directly into video content, allowing for seamless interactions where users can purchase products while watching videos. This immersive experience significantly boosts user engagement .

6. Efficient Retargeting Strategies

AI-driven programmatic advertising excels in retargeting users who have previously interacted with a brand but did not convert. By serving tailored ads based on past behaviors, advertisers can re-engage potential customers effectively, enhancing conversion rates and overall engagement .

7. Utilization of Rich Media

The rise of video content consumption in China makes programmatic video advertising particularly effective. AI helps optimize video ads for specific audiences and contexts, ensuring that they capture attention and encourage interaction. As users increasingly engage with video content on platforms like Kuaishou and Douyin, this strategy becomes crucial for maintaining high engagement levels

In summary, AI-driven programmatic advertising improves user engagement in China by delivering personalized, relevant, and interactive experiences that resonate with consumers’ interests and behaviors. This approach not only enhances the effectiveness of advertising campaigns but also fosters stronger connections between brands and their audiences.
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AdTech China Marketing Digital Marketing DSP Marketing Products

Why need AI-Driven programmatic advertising in China

AI-driven programmatic advertising is increasingly essential in China for several reasons, reflecting the unique challenges and opportunities within the market. Here are the key factors that highlight the need for this approach:

1. Efficiency and Cost-Effectiveness

Programmatic advertising automates the buying and selling of ad space through AI and machine learning, significantly reducing the time and resources required compared to traditional advertising methods. This efficiency translates into lower costs for advertisers, allowing them to allocate their budgets more effectively across various channels .

2. Enhanced Targeting Capabilities

With the vast amount of data available in China, AI-driven programmatic advertising enables precise audience targeting. Advertisers can segment audiences based on demographics, behaviors, interests, and contextual factors, ensuring that ads reach the most relevant users. This capability helps improve engagement rates and return on investment (ROI) .

3. Adaptation to Mobile Consumption Trends

China has a massive mobile user base, with over 829 million mobile internet users consuming content primarily through their smartphones. Programmatic advertising is particularly effective in this environment, allowing advertisers to deliver targeted ads on mobile platforms where consumer attention is concentrated .

4. Dynamic Content Optimization

AI technologies enable real-time adjustments to ad content and placements based on performance data. This dynamic optimization means that advertisers can quickly respond to changing consumer behaviors and preferences, enhancing the effectiveness of their campaigns .

5. Improved User Experience

AI-driven advertising can enhance user experience by reducing irrelevant ads and improving ad relevance. By analyzing user data, AI can help deliver personalized content that resonates with individual consumers, leading to higher engagement and satisfaction.

6. Integration with Emerging Technologies

The integration of AI with other technologies such as blockchain, augmented reality (AR), and virtual reality (VR) is beginning to reshape advertising in China. These innovations allow for more immersive and interactive ad experiences, which can capture consumer interest more effectively than traditional formats .

7. Data-Driven Insights

AI facilitates advanced analytics that provide advertisers with deeper insights into campaign performance and consumer behavior. These insights allow for better decision-making and strategy adjustments, ultimately improving campaign outcomes .

8. Competitive Advantage

As competition intensifies in the Chinese market, leveraging AI-driven programmatic advertising can provide brands with a significant edge over competitors who rely on traditional methods. The ability to adapt quickly to market changes and consumer preferences is crucial in a fast-paced environment

In summary, AI-driven programmatic advertising addresses many of the pain points faced by advertisers in China today, including inefficiencies in traditional models, the need for precise targeting, and the demand for engaging content tailored to mobile users. As the digital landscape continues to evolve, adopting these advanced technologies will be essential for brands aiming to succeed in this dynamic market.

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AdTech China Marketing Digital Marketing DSP Marketing Products

What specific targeting options does Yoyi DSP offer for niche audiences

Yoyi DSP offers a range of specific targeting options designed to help advertisers effectively reach niche audiences. Here are the key targeting features available:

1. Behavioral Targeting

Yoyi DSP allows advertisers to target users based on their online behaviors, such as browsing history, engagement with previous ads, and interaction with specific content. This enables brands to reach audiences who have shown interest in similar products or services.

2. Demographic Targeting

Advertisers can define their target audience based on demographic factors like age, gender, income level, and education. This granular approach helps in reaching specific segments that are most likely to convert.

3. Interest-Based Targeting

Yoyi DSP enables targeting based on user interests and preferences. Advertisers can create segments around particular hobbies, lifestyles, or topics that resonate with their niche offerings.

4. Contextual Targeting

This feature allows ads to be displayed on websites or within content that is contextually relevant to the advertised product. For example, an ad for outdoor gear can appear on travel blogs or adventure-related content, ensuring it reaches an audience likely to be interested.

5. Geographic Targeting

Advertisers can focus on specific geographic areas to reach local audiences or regions where their products are most relevant. This is particularly useful for businesses that cater to localized markets.

6. Retargeting Options

Yoyi DSP provides robust retargeting capabilities, allowing advertisers to reconnect with users who have previously interacted with their brand but did not convert. This includes serving ads to users who visited a website or engaged with a specific product.

7. Custom Audiences

Advertisers can create custom audience segments using first-party data from their own customer databases. This allows for highly tailored campaigns that align closely with existing customer profiles.

8. Lookalike Audiences

Yoyi DSP can identify and target new users who share similar characteristics and behaviors with existing customers. This expands the reach while maintaining relevance to the niche market.These targeting options make Yoyi DSP a powerful tool for advertisers aiming to connect with niche audiences effectively, enhancing engagement and conversion rates through precise and relevant ad placements.

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AdTech China Marketing Digital Marketing DSP Marketing Products

What unique features does Yoyi DSP offer compared to iPinYou

Yoyi DSP and iPinYou are two prominent demand-side platforms (DSPs) in China, each with unique features that cater to different aspects of digital advertising. Here’s a comparison highlighting their distinctive offerings:

Unique Features of Yoyi DSP

  1. Data Management Platform (Data Bank):
    • Yoyi DSP has developed a comprehensive Data Bank that allows clients to collect and analyze first-party data from various campaigns. This platform provides insights into consumer behavior, enabling advertisers to optimize their strategies effectively
  2. Integrated Ad Formats:
    • Yoyi offers a unified platform that integrates multiple ad formats, including display, video, and mobile ads. This allows advertisers to manage all their campaigns from a single interface, streamlining the process and improving efficiency.
  3. Focus on Full Funnel Tracking:
    • Yoyi emphasizes tracking the entire consumer journey, from ad exposure to conversion. This capability helps advertisers understand the effectiveness of their campaigns at various stages and adjust strategies accordingly.
  4. Advanced Audience Targeting:
    • Utilizing AI-driven algorithms, Yoyi DSP provides sophisticated audience segmentation and targeting capabilities. This enhances the precision of ad placements and improves overall campaign performance.
  5. Historical Data Utilization:
    • Yoyi leverages historical data for predictive analytics, allowing advertisers to make informed decisions based on past campaign performances and trends.

Unique Features of iPinYou

  1. Strong RTB Technology:
    • iPinYou is known for its robust real-time bidding (RTB) capabilities, which allow for quick and efficient bidding processes on ad impressions across various platforms.
  2. Dynamic Creative Optimization:
    • iPinYou focuses on dynamic creative optimization, enabling advertisers to tailor their ads in real-time based on audience interactions and preferences. This feature enhances engagement by delivering more relevant ad content.
  3. Extensive Audience Profiling:
    • The platform provides advanced audience profiling tools that help advertisers identify and target specific consumer segments effectively. This enhances the effectiveness of campaigns by reaching the right audiences.
  4. Partnerships for Enhanced Inventory Access:
    • iPinYou has established partnerships with various publishers and ad exchanges, giving it access to a broad inventory of ad placements, which is crucial for maximizing reach and effectiveness.
  5. Multi-dimensional Reporting:
    • The platform offers comprehensive reporting features that provide insights into campaign performance across multiple dimensions, allowing for better optimization and strategy adjustments.

Summary

While both Yoyi DSP and iPinYou offer valuable services in the digital advertising space, Yoyi stands out with its integrated Data Bank and full funnel tracking capabilities, making it particularly strong in data utilization and campaign management. In contrast, iPinYou excels in real-time bidding technology and dynamic creative optimization, focusing on delivering highly relevant ads through extensive audience profiling. Each platform has its strengths tailored to different advertising needs within the Chinese market.

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AdTech China Marketing Digital Marketing DSP Marketing Products

Top 5 AI-Driven DSP in China

Here are five notable AI-driven demand-side platforms (DSPs) in China, including Yoyi DSP, which exemplifies the integration of artificial intelligence in digital advertising:

1. Yoyi DSP

Yoyi DSP is a leading platform that utilizes AI algorithms for programmatic advertising. It focuses on optimizing ad placements and targeting through data analysis, helping advertisers reach their desired audiences effectively. Yoyi DSP’s machine learning capabilities enhance campaign performance by continuously learning from user interactions.

2. Baidu DSP

Baidu’s DSP leverages its extensive search and user data to optimize advertising campaigns. The platform employs AI for precise audience segmentation and real-time ad placement adjustments, ensuring high engagement rates and maximizing return on investment for advertisers.

3. Alibaba DSP

Alibaba’s advertising platform integrates AI to analyze consumer behavior across its vast ecosystem, including e-commerce and cloud services. This allows for targeted advertising that resonates with specific demographics, utilizing machine learning to refine campaign strategies dynamically.

4. Tencent DSP

Tencent’s DSP benefits from its social media networks, such as WeChat and QQ, to deliver highly personalized ads. The platform uses AI to analyze user interactions and preferences, enabling advertisers to create more relevant and engaging campaigns.

5. Kuaishou DSP

Kuaishou, known for its short-video content, employs AI-driven analytics to optimize video ad placements. The platform analyzes viewer behavior and trends to deliver personalized ads that align with user interests, significantly improving ad effectiveness.These platforms illustrate the growing trend of AI integration in digital advertising in China, enhancing targeting precision and overall campaign performance.

How does Yoyi DSP compare to other leading AI-driven DSP companies in China

Yoyi DSP is a prominent player in China’s demand-side platform (DSP) market, but it faces stiff competition from several other leading companies. Here’s a comparison of Yoyi DSP with some of its key competitors:

Yoyi DSP Overview

  • Founded: 2007
  • Focus: Specializes in precision targeting technology and internet marketing services.
  • Capabilities: Offers both impression-based and performance-based advertising solutions. It has developed a robust network of top publishers in China and utilizes AI for audience targeting and campaign optimization.
  • Unique Features: Yoyi has integrated multiple ad formats (video, mobile, display) into a unified system and launched a data management platform (Data Bank) to enhance data utilization for advertisers.

Comparison with Other Leading DSPs

Feature/Company Yoyi DSP iPinYou Tencent DSP Alibaba DSP Kuaishou DSP
Founded 2007 2008 1998 1999 2011
Market Position Major player in China Largest DSP in China Strong presence in social media Significant in e-commerce Emerging player in video ads
Technology RTB, AI-driven targeting Advanced RTB technology, cloud computing, audience profiling
2
 AI for social media targeting AI for cross-platform solutions AI for video ad optimization
Client Base Over 300 top brands Serves over 200 brands Extensive user base via WeChat Extensive e-commerce partnerships Focused on short-video content
Ad Formats Video, mobile, display Primarily display ads Social media ads E-commerce ads Short videos
Data Management Data Bank for first-party data Proprietary audience profiling Strong data integration capabilities Comprehensive data analytics Limited data capabilities

Key Insights

  • Market Leadership: iPinYou is recognized as the largest DSP in China, leveraging advanced real-time bidding (RTB) technologies and extensive audience profiling capabilities. This positions it as a formidable competitor to Yoyi
  • Integration with Social Media: Tencent’s DSP benefits from its integration with social media platforms like WeChat, allowing it to deliver highly personalized ads based on user interactions. This gives Tencent an edge in consumer engagement.
  • E-commerce Focus: Alibaba’s DSP excels in leveraging its vast e-commerce ecosystem to provide targeted advertising solutions that are particularly effective for retail brands. This specialization contrasts with Yoyi’s broader focus on various ad formats.
  • Video Advertising Growth: Kuaishou is rapidly emerging as a strong competitor by focusing on video advertising, capitalizing on the popularity of short-form video content among users. This niche may attract advertisers looking to engage younger audiences effectively.

In summary, while Yoyi DSP is a significant player with strong technological capabilities and a diverse client base, it contends with well-established competitors like iPinYou, Tencent, Alibaba, and Kuaishou, each leveraging unique strengths in the rapidly evolving digital advertising landscape in China.

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China Marketing DSP Marketing Products Scene Travel

Why Running a Travel Business in China Requires DSP: A Comprehensive Guide for International Brands

Introduction

As international companies continue to expand into the Chinese market, one industry that offers enormous potential is travel and tourism. China’s rapidly growing middle class, increasing appetite for travel, and strong digital infrastructure make it a promising destination for travel businesses. However, tapping into this market comes with its challenges, particularly when it comes to digital marketing.

In China, the digital landscape is unique and requires specialized strategies that are different from those used in other global markets. One powerful tool that travel businesses can leverage to reach their target audience is demand-side platforms (DSPs). DSPs allow brands to automate and optimize ad buying in real-time, using data to ensure ads are shown to the right people at the right time.

This article will explain why running a travel business in China requires DSPs, highlight the specific advantages they bring to the travel industry, and provide actionable strategies for international brands looking to enter the Chinese market. We will also explore key differences between China’s DSP market and those in other parts of the world and share insights on how to create successful campaigns tailored to the Chinese traveler.

The Chinese Travel Market: A Booming Opportunity

1. Growth of the Chinese Middle Class

China’s middle class has been growing steadily, and with it, the demand for both domestic and international travel has surged. According to a McKinsey report, over 400 million Chinese will belong to the middle class by 2025, and many of them will have the disposable income to spend on travel. This growing affluence has made China the world’s largest outbound travel market, with Chinese tourists spending more than $277 billion overseas in 2019 alone.

For international travel companies, this means an enormous opportunity to capture the attention of a rapidly expanding consumer base that is eager to explore new destinations. However, reaching these consumers requires understanding their digital habits, which differ significantly from those in Western markets.

2. China’s Digital Ecosystem: A Unique Landscape

The Chinese digital ecosystem is unlike any other in the world. Global platforms like Google, Facebook, and Instagram are blocked in China, while domestic platforms such as WeChat, Baidu, and Douyin (TikTok’s Chinese counterpart) dominate the market. These platforms have built closed ecosystems that integrate social media, messaging, e-commerce, and more, providing advertisers with powerful tools to reach targeted audiences.

Travel businesses looking to market to Chinese consumers must navigate this complex digital landscape and develop tailored strategies to reach their target audience. This is where DSPs come into play.

Why DSPs are Essential for the Travel Industry in China

1. Precision Targeting for a Fragmented Audience

One of the key advantages of using DSPs in China is the ability to precisely target specific audience segments. The travel industry caters to a wide range of travelers with different preferences, including business travelers, families, young millennials, and luxury vacationers. DSPs allow travel companies to use data to segment their audience based on behavior, interests, and demographics, ensuring that their ads are shown to the right people.

For example, a DSP campaign can target young professionals who are likely to book quick weekend getaways, or families looking for vacation packages during national holidays. With DSPs, travel businesses can reach these fragmented audiences across various platforms such as WeChat, Baidu, and online travel agencies (OTAs) like Ctrip and Qunar.

2. Real-Time Optimization and Flexibility

The travel industry is highly dynamic, with frequent changes in pricing, availability, and consumer preferences. DSPs allow travel companies to optimize their ad campaigns in real time, adjusting bids, creatives, and targeting parameters based on performance data.

For instance, a hotel chain running a DSP campaign during peak travel seasons can increase bids for high-value audiences who are more likely to book. Likewise, if an airline notices that a particular route is underperforming, they can shift their ad budget to other routes or destinations that are seeing higher demand.

Real-time optimization ensures that travel brands can be agile in their marketing efforts, making adjustments on the fly to maximize their return on investment (ROI).

3. Data-Driven Insights for Personalized Campaigns

Personalization is critical in the travel industry. Chinese consumers expect tailored experiences, whether they are booking a flight, choosing a hotel, or planning an itinerary. DSPs provide travel businesses with the data-driven insights needed to create highly personalized campaigns.

For example, an international airline can use DSPs to target Chinese consumers who have shown an interest in European destinations by serving them ads with flight deals to Paris or Rome. Similarly, a luxury hotel chain can target affluent travelers by showcasing premium suites and exclusive packages.

By using DSPs, travel companies can leverage first-party data from their own platforms, as well as third-party data from DSP providers, to deliver personalized ads that resonate with individual consumers’ preferences and travel aspirations.

4. Multi-Platform Reach in a Closed Ecosystem

China’s digital landscape is dominated by a few large platforms, each with its own ecosystem. Tencent’s WeChat, Alibaba’s Tmall, Baidu, and ByteDance’s Douyin are examples of closed ecosystems where users engage in everything from social networking to shopping and content consumption.

DSPs in China offer travel businesses the ability to reach audiences across multiple platforms within these ecosystems. For instance, a travel brand can run programmatic ads on WeChat Moments (the equivalent of Facebook’s news feed), display ads on Baidu search results, and video ads on Douyin, all through a single DSP. This multi-platform reach ensures that travel companies can engage consumers at different touchpoints throughout their decision-making journey.

Key Strategies for Using DSPs in China’s Travel Industry

1. Understand Consumer Travel Behavior

Before launching a DSP campaign, it’s crucial for travel brands to understand the behavior of Chinese travelers. China’s travel market is highly seasonal, with peak travel periods such as Chinese New Year, Golden Week, and the summer holidays. During these times, demand for flights, hotels, and travel packages skyrockets, and DSP campaigns need to be strategically timed to capitalize on this surge in interest.

Additionally, the rise of “free independent travelers” (FITs) in China—who prefer to plan their own trips rather than join group tours—means that personalized marketing is more important than ever. DSPs enable travel companies to target FITs with customized offers based on their browsing and booking behavior.

2. Collaborate with Local Platforms and Agencies

Navigating the Chinese digital ecosystem can be challenging for foreign brands unfamiliar with the nuances of platforms like WeChat and Baidu. Partnering with local platforms or agencies that specialize in DSP advertising can help international travel companies launch effective campaigns in China.

For example, travel brands can collaborate with Tencent to access WeChat’s vast user base and use its DSP capabilities to run targeted ads on Moments and mini-programs. Similarly, partnering with Baidu can provide access to valuable search data, allowing travel companies to run programmatic ads that target consumers searching for specific destinations or travel services.

3. Leverage First-Party and Third-Party Data

Data is the foundation of any successful DSP campaign. Travel brands should make use of both first-party data (from their own websites, booking platforms, and CRM systems) and third-party data provided by DSP providers.

For instance, an international hotel chain can use its own customer data to retarget past guests with personalized offers, while also using third-party data to identify new potential customers based on their online behavior. This combination of data sources allows travel businesses to create highly targeted campaigns that drive bookings and conversions.

4. Optimize for Mobile-First Consumers

China’s internet users are overwhelmingly mobile-first, with over 98% of the population accessing the internet through their smartphones. For travel businesses, this means that DSP campaigns must be optimized for mobile devices, with ad formats that are designed to engage mobile users.

Mobile-friendly formats such as in-feed ads, video ads, and interactive ads work particularly well on platforms like WeChat and Douyin. Additionally, travel brands should consider leveraging mobile-specific features like location-based targeting, which can be used to promote nearby attractions or last-minute deals to consumers on the go.

5. Align with Major Travel and Shopping Events

China has several key travel and shopping events that present significant opportunities for travel businesses to launch DSP campaigns. Events like Singles’ Day (11.11), Double 12 (12.12), and 618 Shopping Festival are not only major e-commerce events but also times when consumers plan and book travel.

Travel companies should align their DSP campaigns with these events, using them as opportunities to promote special offers, limited-time deals, and exclusive travel packages. By strategically timing campaigns around these high-traffic periods, travel brands can maximize their reach and drive higher conversions.

Case Studies: Success Stories of DSP in China’s Travel Industry

Case Study 1: Marriott International’s Personalized DSP Campaign

Marriott International is a prime example of a travel brand that has successfully leveraged DSP advertising in China. To promote its hotel properties across China, Marriott used Tencent’s DSP to run personalized ads on WeChat Moments. The campaign targeted users based on their travel history, search behavior, and social interactions, serving them tailored hotel offers based on their preferences.

By using data-driven insights to create personalized ads, Marriott saw a significant increase in engagement and bookings, particularly among young, affluent travelers looking for premium hotel experiences.

Case Study 2: Ctrip’s Retargeting Campaign

Ctrip, one of China’s leading online travel agencies (OTAs), used DSP advertising to retarget consumers who had browsed specific travel destinations but hadn’t completed their bookings. By using Baidu’s DSP, Ctrip was able to serve dynamic ads featuring the exact destinations and travel packages that users had previously viewed.

This retargeting strategy proved highly effective, driving a significant increase in bookings for Ctrip, particularly during peak travel seasons like Golden Week and Chinese New Year.

Conclusion

The travel industry in China presents a unique set of opportunities and challenges for international brands. While the market is booming, success requires a deep understanding of China’s digital landscape and the use of sophisticated tools like DSPs to reach the right audience at the right time.

DSPs offer travel businesses the ability to target specific consumer segments, optimize campaigns in real-time, and deliver personalized ads across multiple platforms. By leveraging these capabilities, international travel companies can tap into China’s vast and lucrative travel market, driving growth and long-term success.

For decision-makers and marketing leaders, the strategic and operational advantages of using DSPs in China are clear. As you plan your entry or expansion into this dynamic market, incorporating DSPs into your marketing strategy will be essential to achieving your goals.

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China Marketing DSP Marketing Products

Which Foreign Brands Should Use DSP When Doing Business in China?

Introduction

As international companies seek to tap into the vast Chinese market, understanding the most effective advertising tools and platforms is crucial. One tool that has gained popularity is demand-side platforms (DSP). However, the digital landscape in China is vastly different from that in international markets, requiring brands to adapt their strategies to local nuances.

DSPs are widely used in global markets for programmatic advertising, allowing advertisers to automate the buying of ad space across various platforms. While this technology exists in China, there are significant differences in how it operates compared to Western counterparts, making it important for foreign brands to carefully assess how to use DSPs in the Chinese market.

This article explores which industries benefit most from DSP advertising in China, identifies key differences between Chinese and international DSP ecosystems, and provides insights on how brands can strategically and practically harness the power of DSPs to drive successful advertising campaigns in China.

Understanding the Chinese DSP Ecosystem

1. Key Differences Between Global and Chinese DSP Markets

Foreign brands accustomed to DSPs like The Trade Desk or Google Display & Video 360 in international markets will quickly discover that China operates with its own unique set of DSPs. Due to China’s regulatory environment and unique internet ecosystem (largely dominated by domestic giants such as Alibaba, Tencent, and Baidu), foreign DSP providers have limited market penetration.

Local DSP Players: China’s DSP market is controlled by local giants like Tencent’s Ad Network, Baidu DSP, Alibaba’s TANX (Taobao Advertising Network Exchange), and ByteDance’s Ocean Engine. These platforms are often integrated with larger ecosystems and touchpoints, such as e-commerce, social media, and mobile apps, allowing for extensive user data aggregation.

Audience Data and Privacy: In contrast to Western markets, where third-party cookies are widely used for tracking, China relies heavily on first-party data, with large tech companies like Tencent and Alibaba accumulating vast amounts of user information from within their closed ecosystems. This creates a highly targeted advertising environment but also requires advertisers to navigate data privacy regulations such as China’s Personal Information Protection Law (PIPL).

Programmatic Landscape: Chinese DSPs also often emphasize full-service offerings, integrating with social platforms (like WeChat), video platforms (like Douyin), and e-commerce ecosystems (like Taobao). This makes DSPs in China highly versatile, but foreign brands need to ensure their content is adapted to these platforms’ unique formats and user behaviors.

2. When Does DSP Make Sense in China?

Not all industries benefit equally from using DSPs in China. The effectiveness of DSP advertising is closely tied to the nature of the product or service, the target audience, and the goals of the brand’s advertising campaigns. Below are the industries best suited for DSP-driven strategies in China:

Industries That Benefit from DSP Advertising in China

1. Luxury and Fashion

China is one of the largest luxury goods markets in the world, with a fast-growing middle and upper class that has a strong appetite for luxury brands. In the fashion and luxury industry, precision targeting and personalized messaging are crucial for reaching affluent consumers. DSPs enable luxury brands to leverage first-party data from platforms like Tmall, WeChat, and Douyin, ensuring that their ads are shown to the right audience segments—whether that’s high-net-worth individuals or trend-following millennials.

Why DSP Works:

  • Access to premium audiences via closed ecosystems (WeChat, JD.com).
  • Data-driven targeting that matches affluent consumer profiles.
  • Ability to integrate with e-commerce touchpoints like live-streaming and direct purchasing.

Example: Dior used a combination of WeChat Ads and programmatic buying through local DSPs to drive sales during key shopping festivals like Singles’ Day. The brand used highly targeted campaigns to reach its core customer base in China’s first-tier cities, achieving significant returns.

2. E-Commerce and Retail

E-commerce dominates China’s online shopping landscape, with platforms like Tmall, Taobao, JD.com, and Pinduoduo playing key roles. DSPs are particularly effective for international brands in the retail and e-commerce space looking to gain visibility on these massive platforms.

Why DSP Works:

  • Direct integration with major Chinese e-commerce platforms.
  • Real-time optimization of ads based on sales data.
  • Ability to retarget customers with personalized offers based on browsing and purchasing behavior.

Example: Nike China leveraged Alibaba’s DSP to promote new product lines during major shopping events. By using data-driven targeting, Nike was able to segment its audience based on browsing and purchasing history, leading to a significant uplift in sales during campaigns.

3. Automotive Industry

The automotive industry has seen exponential growth in China, especially in the electric vehicle (EV) sector. DSPs provide car brands with the ability to target potential customers based on their online behavior, whether they are researching vehicles, watching automotive-related content on Douyin, or engaging with car enthusiast communities on WeChat.

Why DSP Works:

  • Ability to reach consumers across multiple platforms, from video to social to search.
  • Geo-targeting capabilities to focus on consumers in cities with high car ownership rates.
  • Integration with video platforms to showcase ads in premium automotive content.

Example: Tesla used Baidu’s DSP to run programmatic campaigns that targeted high-income urban dwellers interested in sustainable vehicles. By leveraging Baidu’s search data, Tesla was able to reach consumers who were actively researching electric vehicles and drive them to the company’s local stores.

4. Tourism and Travel

China’s growing middle class and increasing disposable income have fueled a booming domestic and outbound tourism market. For foreign brands in the travel and hospitality industry, DSP advertising is a powerful tool to capture Chinese travelers looking for international experiences.

Why DSP Works:

  • Ability to target specific consumer segments, such as affluent travelers, adventure seekers, or family vacation planners.
  • Geo-targeting to promote international destinations to Chinese travelers.
  • Dynamic ad formats that can display personalized offers based on the user’s previous travel searches or bookings.

Example: Marriott International used programmatic buying through Tencent’s DSP to target Chinese tourists planning vacations abroad. The campaign included personalized recommendations based on users’ travel preferences and previous searches, significantly increasing hotel bookings from Chinese travelers.

5. Tech and Electronics

The technology and electronics industry thrives on innovation and early adoption, making it essential for brands to reach tech-savvy consumers in China. DSPs allow these companies to showcase their latest products to a young, digital-native audience that frequently interacts with tech-related content across multiple platforms.

Why DSP Works:

  • High-level targeting capabilities to reach digital natives interested in the latest technology trends.
  • Retargeting potential customers who have engaged with product ads or visited e-commerce stores.
  • Integration with video platforms to showcase product demos and reviews.

Example: Huawei used ByteDance’s Ocean Engine DSP to promote its new line of smartphones to younger audiences. The campaign included video ads on Douyin, interactive product demos, and personalized offers, leading to a significant boost in sales.

Key Strategies for Foreign Brands Using DSP in China

1. Adapt Content to Local Platforms

While DSPs automate the process of buying ad space, foreign brands must tailor their content to align with the unique user experience of Chinese platforms. For example, video content on Douyin (China’s TikTok) requires shorter, more dynamic storytelling, while WeChat’s feed ads benefit from a more interactive approach.

2. Leverage Data from Closed Ecosystems

The closed nature of platforms like Tencent and Alibaba provides a wealth of first-party data. Brands should collaborate with local DSPs to tap into these data streams and target consumers based on precise behavioral and transactional data. This will help foreign companies avoid the pitfalls of cookie-based tracking that is more common in international DSP markets.

3. Maximize Mobile-First Advertising

China’s digital environment is mobile-first, with over 98% of internet users accessing content via smartphones. DSP campaigns must prioritize mobile ad formats, such as interactive video and in-feed ads that are optimized for mobile consumption.

4. Align with Local Shopping Festivals

To drive conversions, foreign brands should align their DSP campaigns with China’s major shopping festivals, such as Singles’ Day (11.11), 618, and Chinese New Year. By strategically timing DSP campaigns around these high-traffic periods, brands can maximize reach and engagement.

Conclusion

The advertising landscape in China presents unique opportunities and challenges for foreign brands. DSP advertising, while effective, requires a localized approach that takes into account the differences between the Chinese and global digital ecosystems. Industries such as luxury, retail, automotive, tourism, and tech are particularly well-suited to DSP-driven strategies, but success hinges on adapting content, leveraging first-party data, and focusing on mobile-first, localized tactics.

By following the strategies outlined above, foreign companies can effectively navigate China’s digital advertising space, driving greater engagement, conversions, and brand growth.

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DSP Products

The Development, Current State, and Future Trends of DSP in China Introduction

Digital Signal Processing (DSP) has emerged as a critical technology in various fields, including telecommunications, electronics, audio processing, and artificial intelligence. In China, DSP technology has undergone rapid development, driven by advancements in research, manufacturing capabilities, and market demands. This article will explore the history, current state, and future trends of DSP technology in China.

1. The Early Development of DSP in China

The development of DSP technology in China can be traced back to the late 20th century when the country began to recognize the importance of digital signal processing in telecommunications and electronics. In the 1980s, China started to import DSP chips and began research in this field, mainly relying on foreign technology from companies like Texas Instruments and Analog Devices.

By the early 1990s, Chinese universities and research institutions started focusing on the theoretical aspects of DSP. Notable academic centers such as Tsinghua University and the Chinese Academy of Sciences played a key role in laying the groundwork for DSP technology by contributing to both hardware and algorithm research. Early applications of DSP in China were primarily in the fields of radio communication and image processing.

However, China’s DSP industry was largely dependent on imported technologies for most of the 1990s, and domestic development lagged behind international counterparts. Nevertheless, this period laid the foundation for future growth by training a generation of engineers and researchers.

2. The Rise of DSP in the 2000s

The 2000s saw a significant shift in China’s DSP development. The rapid growth of telecommunications, especially with the expansion of 3G and 4G networks, created a huge demand for DSP solutions. Domestic companies began to invest heavily in R&D, and government support for the semiconductor industry accelerated the growth of DSP capabilities.

China began developing its own DSP chips, with companies like HiSilicon (a subsidiary of Huawei), Spreadtrum (now UNISOC), and Allwinner Technology entering the scene. These companies started producing competitive DSP chips for mobile phones, routers, and consumer electronics. By the mid-2000s, China had made notable strides in catching up with global leaders, although the country was still reliant on foreign DSP core technologies for the most part.

Another key area of development during this period was the increasing use of DSP in consumer electronics. From audio devices to video codecs, Chinese manufacturers were able to integrate DSP technology into a variety of applications, making it accessible to a wider market.

3. Current State of DSP in China

As of today, China’s DSP technology is highly advanced and continues to grow rapidly. Several trends characterize the current landscape of DSP development in China:

a. Self-reliance and Localization

China has intensified its efforts to develop indigenous DSP technology, especially as geopolitical tensions have led to restrictions on the import of key semiconductor technologies from the U.S. Companies like Huawei have increased their focus on developing homegrown DSP chips, such as the Kirin series, which incorporate custom-designed DSP components for signal processing in telecommunications and AI applications. This trend is part of China’s broader effort to achieve technological self-reliance, particularly in the semiconductor industry.

b. AI and Machine Learning Integration

With the rapid rise of artificial intelligence and machine learning, DSP has found new applications in AI-driven solutions, such as natural language processing (NLP), computer vision, and smart home devices. Chinese companies are at the forefront of integrating DSP with AI, particularly in areas like voice recognition, image processing, and autonomous driving technologies. Major Chinese tech firms, including Baidu, Alibaba, and Tencent, are leveraging DSP for AI-driven applications, optimizing performance through custom chips and algorithms.

c. 5G and IoT Expansion

The deployment of 5G networks has created a new demand for sophisticated DSP systems that can handle massive amounts of data with low latency. Chinese telecom giants such as Huawei and ZTE are using DSP to enhance network performance, reduce energy consumption, and enable real-time communication in 5G-enabled Internet of Things (IoT) devices. DSP plays a crucial role in managing the data traffic and signal quality in these high-speed networks.

d. Growing Domestic DSP Ecosystem

China’s domestic DSP ecosystem has expanded significantly. In addition to established players like HiSilicon and UNISOC, many smaller firms and startups are entering the market, focusing on niche DSP applications in automotive, medical devices, and industrial automation. Government-backed initiatives have encouraged more domestic chip manufacturing, helping to foster innovation and reduce dependency on imports.

4. Future Trends of DSP in China

The future of DSP technology in China is promising, with several key trends likely to shape its development:

a. Advancements in 6G and Beyond

As the world looks towards 6G, China is positioning itself as a leader in next-generation communication technologies. DSP will play a pivotal role in enabling ultra-high-speed data transmission and real-time processing required by 6G networks. Chinese companies are already investing in R&D for 6G technologies, which are expected to be operational by 2030. In addition to communications, 6G will drive advancements in autonomous vehicles, AI, and virtual/augmented reality, all of which will rely on advanced DSP capabilities.

b. AI-Optimized DSP Architectures

The intersection of AI and DSP will continue to grow, with more specialized DSP architectures designed to accelerate AI workloads. Neural DSP chips, which combine traditional signal processing with neural network processing, will become increasingly common. Chinese firms are likely to innovate in this area as AI-driven applications like facial recognition, smart cities, and robotics demand faster and more efficient processing solutions.

c. Green DSP for Energy Efficiency

With the growing concern for environmental sustainability, there will be a stronger emphasis on developing energy-efficient DSP technologies. This “green DSP” movement will focus on reducing power consumption in data centers, IoT devices, and communication networks. Chinese researchers and companies are likely to prioritize this aspect, especially in light of China’s commitment to carbon neutrality by 2060.

d. Collaboration with Global Standards

China is expected to continue its active role in shaping global standards for DSP technology, particularly through organizations like the International Telecommunication Union (ITU) and the Institute of Electrical and Electronics Engineers (IEEE). By contributing to and influencing global DSP standards, China will ensure its technologies are aligned with international norms, while also promoting its own innovations on the world stage.

Conclusion

China’s journey in DSP technology, from its early dependence on foreign imports to its current status as a key player in global DSP development, is a testament to the country’s rapid technological advancement. With a strong focus on self-reliance, AI integration, and next-generation communication technologies, China is poised to be a major force in the future of DSP. As industries like telecommunications, automotive, and healthcare continue to evolve, DSP will remain at the heart of innovation in China, driving the next wave of technological breakthroughs.

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DSP Products

A beginner’s guide to programmatic advertising

Programmatic advertising

Definition, benefits, examples, and how it works

Programmatic advertising refers to the practice of automating media buying and creating digital ads with the use of marketing technology. For an effective programmatic advertising strategy, use an automated workflow to effectively deliver ads to your audience.

What is programmatic advertising?

Programmatic advertising is the use of advertising technology to buy and sell digital ads. Programmatic advertising serves up relevant ad impressions to audiences through automated steps, in less than a second.

Programmatic advertising uses an automated process, within advertiser-defined parameters, to purchase digital ad inventory across the web, mobile, apps, video, and social media. Programmatic advertising uses workflow automation and machine learning algorithms to deliver the most effective ads to audiences based on a variety of signals, like shopping patterns.

Programmatic ad buying takes place when consumers click on a publisher’s website, and the publisher puts the ad impression up for auction through header bidding and one or more SSPs. Then, the DSP bids on behalf of the advertiser for that impression based on campaign’s strategies, budget, creative sizes, and other factors. The publisher automatically assigns impressions to the winning bidder—the advertiser/DSP offering the highest CPM (cost per mille, or the cost per one thousand advertising impressions). The ad is instantly served on the website.

What is programmatic media buying?

Programmatic media buying uses an automated process to buy digital space for ads. Programmatic media buying also cuts down on wasted ad impressions by serving ads to relevant audiences and minimizing ad fraud risk—making it cost-efficient, as well.

Why is programmatic advertising important?

Programmatic advertising is important because it can save time in the creation of your ads and campaigns. Not only does it automate the process, it  analyzes your campaign performance to help you optimize for success.

What is the difference between programmatic advertising and display ads?

Display ads could be a type of programmatic ad. While display ads are the ads themselves, programmatic advertising is the process of distributing these ads. Display advertising is also a type of digital advertising, but it does not necessarily need to be programmatic.

What are the benefits of programmatic advertising?

Programmatic advertising offers many benefits. Advertisers may achieve greater efficiency, more targeted marketing reach, transparency, and real-time measurement and optimization.

1. Efficiency

Traditional advertising requires time to develop requests for proposals (RFPs) and quotes, conduct negotiations, and create insertion orders. With programmatic, the process is more streamlined. Advertisers can buy and place ads quickly through Real-Time Bidding (more on that later).

2. Reach

Programmatic allows advertisers to reach audiences based on different marketing signals, such as shopping and browsing activity across devices.

3. Transparency

With traditional media buying, ads are purchased in bulk and advertisers have little control over the inventory and placement. With programmatic advertising, advertisers know where their ads will appear and can have greater confidence that they’ll show up in relevant brand environments.

4. Measurement

Programmatic offers real-time measurement and optimization to drive maximum results.

What are the challenges of programmatic advertising?

Potential challenges with programmatic advertisng include commoditization, transparency, and a steep learning curve. Despite the potential challenges, brands that don’t adopt to programmatic advertising strategies may be missing out on the benefits of efficiency, reach, transparency, and accountability.

1. Commoditization

As with other forms of media, programmatic is commoditized. Everyone is playing in the same space and some types of ad supply may be scarce. With the growing popularity of Programmatic Guaranteed, an increasing amount of non-commoditized inventory is becoming available to advertisers programmatically.

2. Transparency

While programmatic provides advertisers with greater control over viewability and where their ads appear, brand safety and transparency remain top-of-mind for advertisers. Amazon Ads and many third-party solutions address these concerns to help preserve brand trust.

3. Learning curve

Programmatic requires a learning curve that may initially feel overwhelming. Working with partners, agencies, or Amazon Ads directly can help advertisers to ease their foray into programmatic.

What is a demand-side platform?

A demand-side platform (DSP) is programmatic software for advertisers. A DSP helps facilitate media buying from numerous publishers through SSPs, ad exchanges, ad networks, and direct integrations. DSPs help brands and agencies (the demand side) determine which impressions to buy and at what price (the supply side). Advertisers can select audiences based on demographics, shopping patterns, browsing behavior, and many other signals.

What is a supply-side platform?

A supply-side platform (SSP) is programmatic software for publishers to facilitate sales of advertising impressions via ad exchanges. By connecting publishers with multiple ad exchanges, demand-side platforms, and networks at once, SSPs let suppliers sell impressions to a greater pool of potential buyers, and allows suppliers to set the bidding range to maximize their revenue.

What is Real Time Bidding (RTB)?

Real-time bidding (RTB) is a way to buy ads programmatically. With RTB, advertisers can participate in an auction when an impression becomes available. If their bid wins the auction, their ad is displayed instantly on the publisher’s site. RTB is not only efficient, but it helps advertisers focus on the most relevant inventory.

What is header bidding?

Header bidding is a technology that allows publishers to simultaneously request bids from multiple demand sources and send the bids to their ad server to conduct an auction. The ad server determines the winning bid and renders the ad on the site. Allowing multiple bidders to bid on the same inventory at the same time increases competition, but offers advertisers the opportunity to access premium inventory with these publishers.

What is an ad exchange?

In programmatic advertising, an ad exchange is an online marketplace where advertisers, agencies, demand-side platforms, publishers, and supply-side platforms can bid on advertising inventory from various publishers using RTB. Advertisers determine the price by participating in the bidding process. Additionally, with an ad exchange, advertisers gain visibility regarding where their ads will appear.

How do I run programmatic ads?

Once you’ve established your campaign goals, such as driving new product discovery or increasing sales; defined your ad types, such as display, video ads, or in-app ads; and have set up the DSP, you’re ready to get started.

To maximize your impact at the lowest cost, think about the various components of your campaign setup, such as duration and audience size, as this will help determine the CPMs you need to win your bid. At this stage, you can estimate the budget you need for the campaign and develop a bidding strategy.

CPM bid levels vary by media types and creative units. Generally, display demands the lowest CPMs whereas video demands the highest CPMs.

With programmatic advertising, you have the opportunity to evaluate campaign and creative effectiveness mid-campaign through reporting on metrics such as CTR, CPC, overall spend, and conversions. You can then optimize your campaign based on these insights.

How much does programmatic advertising cost?

The cost of programmatic advertising varies and is generally based on CPM. CPMs range in price based on who you’re trying to reach, supply settings, advertising budget, and the amount of time the campaign has to run. Adjusting these factors will change the end price for the campaign.

For example, holding everything else constant, when you’re reaching a broad audience, the CPM is typically less than when you are trying to reach a more niche audience. Targeting and ad group variables impact the CPMs required to secure inventory. With programmatic, advertisers are charged prices through RTB.

How do I measure programmatic advertising?

Impressions, clicks, and actions are three main ways to measure your programmatic advertising campaign, but they are just starting points. You can also measure key performance indicators (KPIs) that map back to your business objectives. Below is a helpful guide; utilize the metrics and OKRs most relevant to your objective:

Goal
KPIs
Branding and awareness – What is x?
Reach/unique reach, average frequency, share of voice, brand lift, views
Interest and consideration – I want to know more about x.
Completed views, clicks/site visits, detail page views, engagements, leads/cost per acquisition
Purchase – I am going to buy x.
Return on ad spend (ROAS), return on investment (ROI), sales, subscriptions, advertising cost of sales (ACOS)

Types of programmatic advertising

1. Open marketplaces

Open marketplaces are also known as RTB. This is a type of programmatic advertising where bids are placed for ad space and impressions.

2. Private marketplaces

Private marketplaces are by invitation only. Advertisers can place their ads after receiving placement options from publishers.

3. Preferred deals

Preferred deals are given priority placement. This type of advertising is a joint collaboration between ad sellers and publishers on the placement or impressions.

4. Programmatic guaranteed

Programmatic guaranteed advertising promises a certain amount of impressions for your ads. This is decided manually, without bidding.

Examples of programmatic advertising

Case Studies

How Bajaj Finserv reached more customers for their Insta EMI card with Amazon DSP

Bajaj Finserv and their media agency, Arm Worldwide, worked with Amazon Ads to identify relevant audiences for their Insta EMI card. Once they were ready, they created a campaign with display ads from Amazon DSP, which would direct consumers to an Insta EMI application webpage where they could learn more.

Case Studies

Inside Lenovo’s quest to engage with the gamer community in the UAE

Lenovo worked with Amazon Ads on strategic campaigns and high-impact placements to help them connect with the growing gaming community in the UAE. They used Amazon DSP video, display banners, and more to showcase their cutting-edge laptop devices.

Case Studies

Amazon DSP helps French manufacturer Groupe SEB increase sales in Belgium for their appliance brands

Groupe SEB, a manufacturer of domestic appliances and cookware, used Amazon DSP campaigns across both Amazon-owned and third-party supply networks. This helped them to engage audiences and bring them relevant products, while also driving ROAS.

Case Studies

Reckitt drives customer loyalty in Brazil with a Subscribe & Save campaign

Reckitt, a producer of health, hygiene, and home products, worked with Amazon Ads and their local agency Cadastra to create campaigns for in-market and lifestyle audiences. By using Amazon DSP, they were able to remarket to prior customers.

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DSP Products

What is a DSP? | Programmatic Advertising 101

Programmatic Advertising 101: What is a DSP?

You need to get started using programmatic buying tools, but you’ve never done it before, and you don’t know where to begin. Join the club. We get it. It’s the same reason we haven’t learned to cook for ourselves yet.

Here’s the good news: We’ve got experts at Basis Technologies who know the ins and outs of programmatic advertising. All you have to do is ask the right questions. Lucky for you, we’ve asked the basic questions and we’ve come equipped with answers (and, lucky for us, everyone assures us there is no such thing as a dumb question).

Understanding Programmatic Ad Buying

To start: Programmatic is a very broad term. Simply put, it’s technology that automates digital media buying. This can include automating anything from rate negotiation and campaign set up to optimizations and actualizations. One of the primary buying tools you have at your disposal is a DSP.

If there really are no dumb questions, then can I ask: What is a DSP?

A demand side platform (DSP) is an automated ad buying platform, where advertisers and agencies go to purchase digital ad inventory. Examples of ad inventory include banner ads on websites, mobile ads on apps and the mobile web, and in-stream video. DSPs are integrated into multiple ad exchanges.

I’ve heard of a SSP. Is that the same acronym and I’ve been typing it wrong into Google this whole time?

Nope, it’s not the same thing, but it is similar in concept. Supply-side platforms, or sell-side platforms (SSPs), facilitate the sale of publisher inventory through an ad exchange. SSPs offer services such as minimum bid requirements in order for the publisher to maximize how much their ad space sells for. The difference is that DSPs are for marketers and SSPs are for publishers. SSPs (like DSPs) are plugged into multiple ad exchanges.

You keep mentioning ad exchanges. What are those? And why do DSPs and SSPs both need to be connected to ad exchanges?

Think of the ad exchange as the “go-between” in the automated buying world. An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising space via real-time bidding (RTB). Meaning the ad exchange announces each impression—with the inventory flowing through DSPs and SSPs—in real time and asks buyers if they are interested in buying said impression and at which price.

All of this makes sense now, but I still don’t understand why I should use a DSP!

In order to understand why DSPs matter, it’s important to remember where the need came from and how the ad industry operated before automated buying. Traditionally, if you were a media buyer at an ad agency, the buying process was facilitated through human beings—it was you (the advertisers), the publishers (website where ad will appear), an audience (the viewer of the ad), and a bunch of spreadsheets and emails going back and forth negotiating prices. This process was complicated, time-consuming, and often error-prone. DSPs allow advertisers and agencies to buy across a lot of sites at the same time—and all of this is done instantly and efficiently, usually before the webpage loads.

DSPs offer a host of other benefits as well, including audience targeting capabilities, brand safety and fraud prevention tools, a real-time view of campaign performance, optimizations toward a goal, multi-tactic approaches, and flexible budget shifting.

Selecting the Right DSP for Your Programmatic Ads

How do I know which Demand side platform is right for me?

There are many DSPs in the programmatic world to choose from. Choosing the right DSP for you depends on a number of factors, like what type of data you need (first-party or third-party) and how many ad exchanges the DSP is plugged into, because that can affect reach. DSPs like Basis DSP give you access to over 40 billion daily impressions across all devices and channels. Other things to consider include cost, how much training and hands-on support you prefer, and ease of use—many DSPs have multiple, clunky or confusing user interfaces, which require a lot of education.

Speaking of training, I’m glad you mentioned that. What if I sign up for a Demand Side Platform and find out I have no idea what I’m doing?

Some DSPs come with a full team of experts, offering you everything from full-service to self-service and everything in between. With Basis DSP, you’ll start with a three-month platform training program, offering you an overview of programmatic, a walk-through of the interface, and best practices for campaign creation and optimization. Ongoing support is available in the form of a customer success manager and resources to keep you informed—like new feature webinars, best practice guides, and new quarterly business reviews.

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