Industry Knowledge

How Does a DSP (Demand-Side Platform) Purchase Ads? (Part 1)

This article focuses on the various ways to purchase programmatic advertising.

A DSP (Demand-Side Platform) is a platform for advertisers to purchase ad inventory. How does a DSP acquire ad traffic? You might have heard of RTB, but there are other methods as well. This article focuses on the various ways to purchase programmatic advertising.

For an understanding of DSPs, SSPs, and DMPs, read this article: [Decoding the AI-driven digital advertising landscape: Unraveling the roles of DSPs, DMPs, and SSPs]

1. RTB (Real-Time Bidding)
2. Direct Deals
3. Programmatic Direct
(1) Programmatic Guaranteed
(2) Preferred Deals

1. RTB (Real-Time Bidding)

RTB is the most common mechanism in programmatic advertising. When a user visits a website or opens an app that offers ad placements, an ad request is triggered. The DSP must bid for the placement within milliseconds, with the highest bidder winning the opportunity to display their ad. AI Advertising (MI-DSP™) is a demand-side platform also built on RTB as its core technology. Within milliseconds, the following process occurs:

Reduced Manual Labor: The entire bidding process is automated, eliminating the need for manual operations.
Dynamic Pricing: Ad prices fluctuate based on market demand, with bids processed automatically.
Wide Reach: RTB covers a vast array of media resources, including news sites and blogs, allowing for the exclusion of invalid traffic and ensuring budgets are spent on the right users.
Precise Targeting: Ads can be targeted based on user behavior, interests, and even geographic location.

2. Direct Deals

Direct Deals involve advertisers negotiating directly with publishers to place ads without bidding. Advertisers purchase placements and related resources at a fixed price.

Fixed Pricing: Advertisers and publishers agree on a set CPM or total budget, avoiding price fluctuations during the campaign.
Reserved Placements: Ad placements are secured in advance, ensuring availability.
Manual Negotiation: Terms such as price, display position, and duration are typically negotiated manually.
Controlled Delivery: Advertisers have greater control over ad placement, audience targeting, and frequency.
Guaranteed Impression: Direct collaboration ensures higher quality resources and appropriate content environments for ad display.

3. Programmatic Direct

This method combines the advantages of programmatic technology and Direct Deals. Advertisers transact directly with media suppliers through programmatic platforms, allowing for better monitoring and optimization without RTB bidding. Ad placements are secured in advance, offering price control and guaranteed quality. Programmatic Direct is categorized into Programmatic Guaranteed and Preferred Deals.

(1) Programmatic Guaranteed

Programmatic Guaranteed deals, terms such as placements, pricing, and campaign duration or impressions are pre-negotiated, with delivery executed programmatically.

Fixed Pricing (e.g., CPM/total budget)
Ad Placements (e.g., homepage banner/in-article placement)
Impressions or Duration (e.g., 1-week campaign guaranteeing 1 million impressions)

Guaranteed Resources: Advertisers are assured of specific ad impressions or placements.
Transparent Pricing: Prices are agreed upon before the programmatic transaction, avoiding bidding-induced fluctuations.
High-Quality Placements: Pre-determined placements ensure ads appear in premium locations.
Efficient Delivery: Utilizing programmatic platforms enhances ad optimization and monitoring efficiency.

(2) Preferred Deals

In Preferred Deals, publishers mark specific ad placements as preferred within the SSP at fixed prices. Advertisers access these placements through the DSP with priority but must purchase at the set price.

Priority Access: Advertisers gain early access to premium placements.
Non-Exclusive: If the advertiser declines, the placement becomes available for others to bid.
Flexibility: Suitable for advertisers seeking quality placements with limited budgets or specific needs.

(3) Difference between Programmatic Guaranteed and Preferred Deals

Feature	Programmatic Guaranteed	Preferred Deals
Price	Fixed price	Fixed price
Inventory Access	Guaranteed access	Priority purchase, but not guaranteed
Impressions	Guaranteed impressions	Impressions not guaranteed
Flexibility	Lower (conditions are locked)	Higher (advertisers can choose whether to purchase)
Scenario	Large-scale brand advertising campaigns requiring stable resources	Testing new media resources or flexible response to market demand

In the next post, we will introduce PMP in more detail. Feel free to contact us if you want to know more!

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產業知識

DSP(廣告需求方平台)如何購買廣告? (1)

除了RTB外也有其他的途徑，本篇將著重介紹程序化廣告的購買方式。

DSP (Demand-Side Platform) 是廣告需求方平台，那要如何透過DSP來購買廣告流量呢? 你可能聽過RTB，但除了RTB外也有其他的途徑，本篇將著重介紹程序化廣告的購買方式。

想知道DSP、SSP、DMP是什麼嗎? 閱讀這篇幫你解答！[ DSP、DMP、SSP到底是什麼? AI驅動已久的數位廣告生態圈 ]

1. RTB (Real-Time Bidding) 實時競價
2. Direct Deals 直接交易
3. Programmatic Direct
(1) Programmatic Guaranteed
(2) Preferred Deals

1. RTB (Real-Time Bidding) 實時競價

RTB是程序化廣告最常見的廣告交易機制，當用戶造訪網站或開啟App時，只要網站或App有提供廣告版位，即會觸發廣告請求，而DSP需要在毫秒內完成版位競價，出價最高者獲得展示廣告的機會。 AI行動智慧即時競價平台 (MI-DSP™)也是以RTB為核心技術所建立的廣告需求方平台！在毫秒內的過程中，會發生以下流程：

人工成本降低：所有的競價過程無須人工操作，皆可由系統自動化接收廣告請求與廣告請求回覆。
價格動態變化：廣告競價的價格隨市場需求靈活變化，因此出價上皆以自動化程序完成。
廣告流量覆蓋範圍大：RTB涵蓋了大量媒體資源，舉凡新聞、部落格皆可觸及，亦可排除無效流量，將預算花在對的用戶身上。
精準投放：可根據用戶行為、興趣甚至地理位置等投放廣告。

2. Direct Deals 直接交易

Direct Deals是廣告主與媒體出版商之間直接談妥廣告投放的交易事宜，不經過競價，廣告主是按固定價格直接向媒體發布商購買版位與相關資源。

固定價格：廣告主和媒體發布商以商議好固定的CPM或總預算購買，避免期間內價格波動。
預留版位：廣告競價的價格隨市場需求靈活變化，因此出價上皆以自動化程序完成。
人工協議：交易的條款和細節包括價格、展示位置、時間等通常需要人工協商。
投放可控性：廣告主對廣告的展示位置、受眾和展示頻率有較強的控制權。
廣告露出較有保障：媒體與廣告主直接合作，資源質量更高，且能保證廣告展示在適合的內容環境中。

3. Programmatic Direct

開始說說PMP私有交易市場(Private Marketplace)的範疇吧！結合了程序化廣告技術和Direct Deals的優點，廣告主可以直接與媒體供應商，透過程序化平台進行廣告交易，較好監測跟優化廣告，但無須透過RTB競價購買廣告，而是提前鎖定廣告版位，因此較好控制價格，也較能保證版位露出的質量。根據交易型態分為Programmatic Guaranteed 程序化保證交易與Preferred Deals優先交易。

(1) Programmatic Guaranteed

程序化保證交易為事先協商好固定的版位、價格和投放時間或曝光量，只是透過程序化技術進行投放。

固定價格 (e.g. CPM/總預算)
廣告版位 (e.g.首頁橫幅/文中版位)
曝光量或投放時間 (e.g. 走期1周保證100萬次曝光)

固定資源：保證廣告主一定能獲得指定的廣告展示量或位置。
透明價格：版位價格在程序化交易前已經協定，可避免因競價帶來的價格波動。
高質量版位：因版位已在協定中確認，因此較能確定露出是在好的質量版位上。
高效率投放：利用程序化平台與技術購買廣告，在優化廣告與監測廣告上更有效率。

(2) Preferred Deals 優先交易

媒體發布商先在SSP上將特定的廣告版位標記為Preferred Deals並固定價格。廣告主通過DSP獲得優先選擇媒體版位，但購買仍需按照固定價格進行。

優先權：廣告主可以比其他買家更早接觸到較高質量的版位。
非獨占性：如果廣告主不購買，則該版位會開放給其他買家競價。
高靈活性：適合對版位質量有要求，但預算及需求量體可能不多的廣告主。

(3) 兩者差異

特點	Programmatic Guaranteed	Preferred Deals
價格	固定價格	固定價格
資源獲取方式	保證獲取	優先購買，但非保證
展示量	保證展示量	不保證展示量
靈活性	較低（條件已鎖定）	較高（廣告主可選擇是否購買）
適用場景	大型品牌廣告活動，需要穩定資源	測試新媒體資源或靈活應對市場需求

說到這，有對DSP的交易方式獲得多一點的了解嗎？下篇我們將繼續介紹PMP(私有交易市場)的廣告買賣～有任何問題都歡迎透過下方表單聯絡我們！

精準受眾，
創造出更好的廣告成效！

聯絡我們

How Does a DSP (Demand-Side Platform) Purchase Ads? (Part 1)

1. RTB (Real-Time Bidding)

2. Direct Deals

3. Programmatic Direct

Achieve Better Results

DSP(廣告需求方平台)如何購買廣告? (1)

1. RTB (Real-Time Bidding) 實時競價

2. Direct Deals 直接交易

3. Programmatic Direct

精準受眾，創造出更好的廣告成效！

精準受眾，
創造出更好的廣告成效！