Frank Shan of hdtMEDIA: DSP is More of a Carrier Than a Medium
The grand ceremony of the 5th Golden Mouse Internet Marketing was held in Beijing on April, 25th. Frank Shan, Vice President of hdtMEDIA, was invited to give a speech on ¡°What is DSP¡±.
DSP (Demand-Side Platform) is a system which allows the buyer to manage the data of inventory dealings and account numbers of multiple digital ad exchanges through a single interface. Like pay-search, DSP allows users to continuously optimize ads in accordance with designated key performance indices. It allows all demand-sides to realize systemic procurement through which accurate and effective group arrival is ensured. According to Shan, both DSP and RTB have become the bywords for the industry, yet DSP is merely one link of the whole digital ad eco-system. The concept is nothing new: digital exchanges for programmatic buying appeared in the USA as early as in 2005; Google released DoubleCick Ad Exchange in 2009; the whole eco-chain had not been built up until the emergence of large-scale programmatic dealings in the industry.
Why do advertisers and marketing personnel use DSP? According to Frank, the current exciting changes in the industry, i.e. the media purchase and the decision-making process, were participated in by people and now are supported by a system, which indicates the change in the dealing mode. The change from ads to marketing reduces the media dealing intensity; the integration of technology and big data renders possible the individual dealings exposed by ads. On the other hand, programmatic buying brings group buying, i.e. RTB (Real Time Bidding). This subversive media buying has brought subversive effects, greater, faster, better and cheaper. Media buying decisions can be made quickly through a platform reaching mass media, and money wasted in large-scale procurement can be avoided by carefully selecting media and specifying the dealing mode of every exposure.
Are DSP and Ad Network discussed recently in conflict with each other? Can Ad Network do DSP? Frank describes DSP as a system, not a medium; DSP is merely the carrier of the latter. For example, the content of a program is Ad Network; the circumstance where the TV programs are presented is Ad Serving; the content collected by the STB (set-top box) is DSP. Whether Ad Network can do DSP depends on where it stands, the demand side or the supply side. When DSP is done by the former, the TV remote control better be put in the hands of the real demand-side agencies and advertisers for which the platform is supposed to serve. Frank emphasizes that the openness Of DSP is very important. It is critical to provide a direct and transparent platform on which advertisers can reach all media having the intent of buying and freely make every media launching decision. The true point of DSP lies in that advertisers can participate in the buying process by way of Self through technology.
hdtDXP, a digital ads exchange of hdtMEDIA, has taken the lead in realizing the match with Google cinema ads, which indicates that domestic DSP has come into the field of cinema ads. And hdtDXP has become the first DSP that supports multiple channels of ads launching, including the Internet, mobile Internet and videos.
Event photo

Frank Shan, Vice President of hdtMEDIA, was giving an excellent speech.