SYS-CON MEDIA Authors: Liz McMillan, Doug Masi, Mat Mathews, PR.com Newswire, David Smith

News Feed Item

Latest DCCI Report: Enterprise DSP/DMP Platforms Go Mainstream in Programmatic Market

- AdChina leads in enterprise marketing technology service platforms

SHANGHAI, March 14, 2014 /PRNewswire/ -- DCCI released 2013 Digital Marketing Insights -- Enterprise Marketing Technology Service Platform Report on February 24, 2014. The report reviews the state of Internet digital marketing and emphasizes the role of marketing technology service platforms in facilitating Internet digital marketing, analyzes the current status of made-in-China marketing technology service platforms as well as those developed outside of China, and illustrates the unparalleled advantages of enterprise DSP (demand-side platforms) / DMP (data management platforms) marketing technology services platforms ("enterprise platforms") when collaborating in the areas of data, resources, technology, and business operations.

In the report, DCCI recognizes the dominant position of enterprise platforms and believes that "enterprise platforms will boost innovation in partnerships involving data, resources, technology, and business and become an essential part and priority of the interactive marketing ecosystem." The report also provides insights into and an analysis of AdChina, the largest multi-screen integrated digital advertising platform in China, highlighting the AdChina's unique strength in data, technology, and end-to-end integration as one of China's pioneers in developing enterprise marketing technology service platforms.

Report Highlights: enterprise DSP/DMP platforms go mainstream in the programmatic market

  • The competition among independent DSP service providers is and will continue to be fierce and China's market is expected to consolidate to no more than six independent DSP service providers in next couple years.
  • Marketing technology service platforms consist of both DSP and DMP
    • DSP helps online ads purchase from several advertising trade platforms easier and more convenient;
    • DMP, a platform supplementary to DSP, helps advertisers and advertising agencies collect, manage, and analyze user data, enhancing the effectiveness of marketing efforts.
  • Enterprise platforms with their inherent advantages in the sharing of data, resources, and technology will create more opportunities for collaboration between businesses and will become the mainstream in the digital marketing service market.
    • Data privatization
      • Data owners will no longer allow core data to be managed by third parties nor rely on data to be supplied  by other firms.
      • Development of private enterprise marketing technology service platforms is the sole option for data management.
      • Enterprise platforms have more advantages in terms of data management (data collection and management, data analysis, data application and privacy protection among others).
    • Tide Control of Inventory
      • Strong customer demand will lead enterprise platforms to control high-quality media resources more exclusively.
      • Independent DSPs will struggle for survival due to a shortage of resources.
    • Mature technology and improved scaling of the technology
      • Enterprise marketing technology service providers tend to focus on how they set up their technology teams and make sure they have enough manpower. Their focused and comprehensive services are more capable of meeting the customized requirement from enterprise clients, as they are more stable and reliable than services supported by independent DSP players.
    • Maximized mutual benefits resulting in stability in partnerships
      • A win-win for all participants: the interests of enterprise platforms are aligned with the advertisers and advertising agencies, avoiding conflicts of interest where one party seeks to arbitrage price differentials and resulting in win-win-based sustainable relationship;
      • Fewer intermediary links in the chain: enterprise platforms allow advertisers and advertising agencies to complete transactions on their own platforms, resulting in less intermediaries in the Internet transaction chain;
      • Keep it in-house: enterprise marketing technology service providers offer enterprises with in-house platform services. Once the platform is set up, a longstanding strategic partnership can be formed.
  • The report mentions and delves into an in-depth analysis of AdChina, the prototype Chinese provider of enterprise marketing technology services:

As one of China's pioneers in developing enterprise marketing technology service platforms, AdChina developed the Trading Desk (the enterprise DSP system) for four major 4A agencies and built private DMP platforms for dozens of leading advertisers and agencies, assisting advertisers and agencies in collecting, managing, and distributing data, significantly improving DSP purchase effectiveness.

    • AdChina's enterprise DSP
      • The first company in China to develop enterprise services: AdChina is the first provider in the country to build a DSP platform. The company began providing enterprise DSP solutions in 2010.
      • Extensive experience in enterprise services: To date, AdChina has provided enterprise DSP technology services to four top 4A agencies, via its ATD (Agency Trading Desk).
      • Reliable technical capacity: Relying on a large technical team, AdChina leverages the in-house R&D model in enterprise-level services, meeting customers' diversified and customized needs.
    • AdChina's enterprise DMP
      • Principles of data management: AdChina DMP collects and stores data from multiple parties, integrates, and analyzes the data and develops highly accurate targeting based on the data, validating the marketing effectiveness. 
      • Creating domain-private databases: AdChina DMP personalizes data hosted by users. The technology providers are not able to access the data.
      • Third-party data usage: Users can access resources and exchange resources with other resource owners through the open technology platforms.
      • AdChina focuses on enterprise DMP and DSP products and services. The company is the first one to achieve conversion between DMP and DSP and data distribution, differentiating itself from its rivals. 
    • Technologies are developed in-house by AdChina, assuring a higher level of stability and scalability
    • AdChina operates DSP-SSP end-to-end integrated ad platform

To download the complete report, please click: http://www.dcci.com.cn/dynamic/view/cid/2/id/1273.html

About AdChina

AdChina built and operates China's largest independent SSP/DSP/DMP digital advertising technology platform covering both PC Internet and mobile Internet. AdChina was founded in April 2007 in Silicon Valley, USA.

AdChina's enterprise DSP tops in iResearch DSP Report for 2nd consecutive year (2012 and 2013). As the largest mobile DSP in China, AdChina's Mobile DSP is accessible by major mobile exchanges. As of the end of 2013, more than 60,000 mobile apps have been integrated into the platform with a reach to over 80 percent of China's mobile Internet users. The Company's enterprise DMP, which seamlessly integrates Internet and mobile data, takes a leading position in China and is widely adopted by brand customers. AdChina's PC SSP, with a focus on quality advertising inventory, is the largest of its kind in the country. The Company's Mobile SSP is currently China's largest independent mobile SSP, delivering 650 million ad impressions daily as of the end of 2013.

SOURCE AD China

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.