{"id":9831,"date":"2023-11-15T10:21:45","date_gmt":"2023-11-15T03:21:45","guid":{"rendered":"https:\/\/rentracks.com.vn\/?p=9831"},"modified":"2024-05-06T11:07:55","modified_gmt":"2024-05-06T04:07:55","slug":"dsp-marketing-la-gi-giai-ma-khai-niem-va-diem-manh-cua-dsp","status":"publish","type":"post","link":"https:\/\/rentracks.com.vn\/en\/dsp-marketing-la-gi-giai-ma-khai-niem-va-diem-manh-cua-dsp\/","title":{"rendered":"DSP Marketing l\u00e0 g\u00ec? Gi\u1ea3i m\u00e3 kh\u00e1i ni\u1ec7m v\u00e0 \u0111i\u1ec3m m\u1ea1nh c\u1ee7a DSP"},"content":{"rendered":"\n

N\u1ebfu b\u1ea1n \u0111ang b\u0103n kho\u0103n kh\u00f4ng bi\u1ebft DSP marketing l\u00e0 g\u00ec? DSP c\u00f3 nh\u1eefng \u0111i\u1ec3m m\u1ea1nh g\u00ec \u0111\u1ec3 c\u00f3 th\u1ec3 v\u1eadn d\u1ee5ng DSP m\u1ed9t c\u00e1ch t\u1ed1i \u01b0u nh\u1ea5t. H\u00e3y c\u00f9ng Rentracks gi\u1ea3i m\u00e3 kh\u00e1i ni\u1ec7m qua b\u00e0i vi\u1ebft n\u00e0y. <\/p>\n\n\n\n

DSP Marketing l\u00e0 g\u00ec? <\/h2>\n\n\n\n

Tr\u01b0\u1edbc khi b\u00f3c t\u00e1ch kh\u00e1i ni\u1ec7m c\u1ee7a h\u1ec7 th\u1ed1ng tr\u00ean, ch\u00fang ta c\u1ea7n hi\u1ec3u r\u00f5 qu\u1ea3ng c\u00e1o l\u1eadp tr\u00ecnh c\u00f3 ngh\u0129a l\u00e0 g\u00ec. <\/p>\n\n\n\n

Qu\u1ea3ng c\u00e1o l\u1eadp tr\u00ecnh (Programmatic Advertising) l\u00e0 g\u00ec? <\/h3>\n\n\n\n

Qu\u1ea3ng c\u00e1o l\u1eadp tr\u00ecnh l\u00e0 m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng h\u00f3a vi\u1ec7c mua ph\u01b0\u01a1ng ti\u1ec7n k\u1ef9 thu\u1eadt s\u1ed1 m\u00e0 kh\u00f4ng c\u1ea7n s\u1ef1 can thi\u1ec7p c\u1ee7a con ng\u01b0\u1eddi. <\/p>\n\n\n\n

Bao g\u1ed3m vi\u1ec7c t\u1ef1 \u0111\u1ed9ng \u0111\u00e0m ph\u00e1n gi\u00e1, thi\u1ebft l\u1eadp cho \u0111\u1ebfn t\u1ed1i \u01b0u h\u00f3a v\u00e0 hi\u1ec7n th\u1ef1c h\u00f3a chi\u1ebfn d\u1ecbch. <\/p>\n\n\n

\n
\"Programmatic
Programmatic Advertising l\u00e0 m\u1ed9t ph\u01b0\u01a1ng th\u1ee9c qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng h\u00f3a vi\u1ec7c mua ph\u01b0\u01a1ng ti\u1ec7n k\u1ef9 thu\u1eadt s\u1ed1 <\/em><\/figcaption><\/figure><\/div>\n\n\n

DSP marketing, SSP, Ad Network, Ad Exchange ch\u00ednh l\u00e0 m\u1ed9t trong nh\u1eefng h\u1ec7 th\u1ed1ng trong qu\u1ea3ng c\u00e1o l\u1eadp tr\u00ecnh. <\/p>\n\n\n\n

DSP Marketing l\u00e0 g\u00ec? <\/h3>\n\n\n\n

DSP Marketing hay Demand side platform l\u00e0 m\u1ed9t n\u1ec1n t\u1ea3ng mua qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng. \u0110\u00f3 l\u00e0 n\u01a1i c\u00e1c advertiser v\u00e0 c\u00e1c agency mua kho\u1ea3ng kh\u00f4ng qu\u1ea3ng c\u00e1o k\u1ef9 thu\u1eadt s\u1ed1 (digital ad inventory). DSP gi\u00fap nh\u1eefng \u0111\u01a1n v\u1ecb tr\u00ean t\u1ed1i \u01b0u vi\u1ec7c mua qu\u1ea3ng c\u00e1o m\u1ed9t c\u00e1ch nhanh g\u1ecdn v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n. T\u1ed1i \u01b0u \u0111\u01b0\u1ee3c chi ph\u00ed r\u1ebb v\u00e0 c\u00f3 th\u1ec3 nh\u1eafm tr\u00fang m\u1ee5c ti\u00eau h\u01a1n.<\/p>\n\n\n\n

Ad inventory bao g\u1ed3m: qu\u1ea3ng c\u00e1o bi\u1ec3u ng\u1eef tr\u00ean website, qu\u1ea3ng c\u00e1o tr\u00ean app di \u0111\u1ed9ng v\u00e0 web di \u0111\u1ed9ng, in- stream video,… DSP marketing \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 mua r\u1ea5t nhi\u1ec1u d\u1ea1ng qu\u1ea3ng c\u00e1o. <\/p>\n\n\n\n

SSP c\u00f3 gi\u1ed1ng v\u1edbi DSP Marketing hay kh\u00f4ng? <\/h3>\n\n\n\n

SSP vi\u1ebft t\u1eaft c\u1ee7a Supply Side Platform<\/a> (n\u1ec1n t\u1ea3ng b\u00ean cung) hay Sell Side Platform (n\u1ec1n t\u1ea3ng b\u00ean b\u00e1n). Nhi\u1ec7m v\u1ee5 c\u1ee7a SSP l\u00e0 t\u1ed1i \u01b0u cho vi\u1ec7c b\u00e1n kh\u00f4ng gian qu\u1ea3ng c\u00e1o c\u1ee7a Publisher th\u00f4ng qua Ad Exchange.<\/p>\n\n\n\n

SSP gi\u00fap Publisher t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn cho kho\u1ea3ng kh\u00f4ng qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c b\u00e1n c\u1ee7a h\u1ecd. C\u00f3 th\u1ec3 th\u1ea5y DSP v\u00e0 SSP ho\u1ea1t \u0111\u1ed9ng nh\u01b0 h\u1ec7 th\u1ed1ng \u0111\u1ed1i x\u1ee9ng c\u1ee7a nhau. Trong khi DSP d\u00e0nh cho Advertiser c\u00f2n SSP \u0111\u01b0\u1ee3c d\u00e0nh cho Publisher. <\/p>\n\n\n

\n
\"DSP
DSP Marketing v\u00e0 SSP ho\u1ea1t \u0111\u1ed9ng nh\u01b0 h\u1ec7 th\u1ed1ng \u0111\u1ed1i x\u1ee9ng c\u1ee7a nhau <\/em><\/figcaption><\/figure><\/div>\n\n\n

T\u1ea1i sao DSP Marketing v\u00e0 SSP \u0111\u1ec1u ph\u1ea3i k\u1ebft n\u1ed1i v\u1edbi Ad Exchange <\/h3>\n\n\n\n

Ad Exchange<\/a> \u0111\u01b0\u1ee3c xem nh\u01b0 m\u1ed9t s\u00e0n trao \u0111\u1ed5i. Publisher, Ad network c\u00f3 th\u1ec3 tham gia \u0111\u1ec3 giao b\u00e1n c\u00e1c Inventory (kho\u1ea3ng kh\u00f4ng qu\u1ea3ng c\u00e1o) c\u00f2n tr\u1ed1ng th\u00f4ng qua h\u00ecnh th\u1ee9c \u0111\u1ea5u gi\u00e1 (real time bidding).<\/p>\n\n\n\n

Ad Exchange thu th\u1eadp data v\u00e0 cung c\u1ea5p d\u1eef li\u1ec7u d\u1ef1a tr\u00ean DSP v\u00e0 SSP trong kho\u1ea3ng kh\u00f4ng gian th\u1ef1c, sau \u0111\u00f3 h\u1ecfi ng\u01b0\u1eddi mua xem h\u1ecd c\u00f3 quan t\u00e2m \u0111\u1ebfn vi\u1ec7c hi\u1ec3n th\u1ecb n\u00f3i tr\u00ean kh\u00f4ng v\u00e0 \u1edf m\u1ee9c gi\u00e1 n\u00e0o th\u00ec h\u1ee3p l\u00fd. <\/p>\n\n\n

\n
\"Ad
Ad Exchange \u0111\u01b0\u1ee3c xem nh\u01b0 m\u1ed9t s\u00e0n trao \u0111\u1ed5i <\/em><\/figcaption><\/figure><\/div>\n\n\n

Ad Exchange gi\u00fap Publisher gi\u1ea3m b\u1edbt vi\u1ec7c tr\u1ed1ng c\u00e1c Inventory v\u00e0 t\u1ed1i \u01b0u gi\u00e1 b\u00e1n. Thu th\u1eadp data h\u1ed7 tr\u1ee3 s\u1ef1 ch\u1ee7 \u0111\u1ed9ng v\u1ec1 chi ph\u00ed gi\u00fap Advertiser nh\u1eafm \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau. <\/p>\n\n\n\n

Nh\u1eefng \u01b0u \u0111i\u1ec3m c\u1ee7a DSP Marketing<\/h2>\n\n\n\n

DSP c\u00f3 m\u1ed9t \u0111\u1ed9 ph\u1ed5 bi\u1ebfn r\u1ed9ng l\u1edbn h\u01a1n so v\u1edbi c\u1ea3 GDN (Google Display Network). DSP c\u00f3 h\u1ec7 th\u1ed1ng network tr\u00ean to\u00e0n th\u1ebf gi\u1edbi c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn nh\u01b0 Microad, Sociomantic, Criteo,… <\/p>\n\n\n\n

\u1ede Vi\u1ec7t Nam, m\u1ed9t s\u1ed1 c\u00f4ng ty l\u1edbn \u0111ang th\u1ef1c hi\u1ec7n DSP c\u00f3 th\u1ec3 k\u1ec3 \u0111\u1ebfn \u0111\u00f3 l\u00e0: Microsoft (MSN), Facebook Exchange (FBX), Google Display Network,… <\/p>\n\n\n

\n
\"DSP
DSP c\u00f3 m\u1ed9t \u0111\u1ed9 ph\u1ed5 bi\u1ebfn r\u1ed9ng l\u1edbn h\u01a1n so v\u1edbi c\u1ea3 GDN (Google Display Network) <\/em><\/figcaption><\/figure><\/div>\n\n\n

\u0110\u1ecbnh d\u1ea1ng qu\u1ea3ng c\u00e1o \u0111a d\u1ea1ng <\/h3>\n\n\n\n

DSP gi\u00fap t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 \u1edf c\u00e1c n\u1ec1n t\u1ea3ng qu\u1ea3ng c\u00e1o, DSP Marketing c\u00f3 xu h\u01b0\u1edbng t\u1eadp trung m\u1ed9t \u0111\u1ecbnh d\u1ea1ng hi\u1ec3n th\u1ecb v\u00ed d\u1ee5 tr\u00ean laptop, PC, mobile,… B\u1edfi v\u1eady c\u00e1c Advertiser c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn c\u00e1c \u0111\u1ecbnh d\u1ea1ng hi\u1ec3n th\u1ecb qu\u1ea3ng c\u00e1o ph\u00f9 h\u1ee3p v\u1edbi k\u00eanh qu\u1ea3ng c\u00e1o \u0111\u00f3.<\/p>\n\n\n\n

T\u1ed1i \u01b0u h\u00f3a th\u1eddi gian <\/h3>\n\n\n\n

DSP h\u1ed7 tr\u1ee3 cho Advertiser k\u1ebft n\u1ed1i v\u1edbi Ad Exchange \u0111\u1ec3 mua c\u00e1c kho\u1ea3ng kh\u00f4ng qu\u1ea3ng c\u00e1o (Inventory) v\u00e0 mua nh\u1eefng v\u1ecb tr\u00ed qu\u1ea3ng c\u00e1o \u0111\u00f3 v\u1ec1 cho Advertiser. Nh\u1edd DSP, Advertiser c\u00f3 th\u1ec3 qu\u1ea3n l\u00fd t\u1ea5t c\u1ea3 c\u00e1c qu\u1ea3ng c\u00e1o hi\u1ec7n c\u00f3 c\u1ee7a m\u00ecnh m\u00e0 kh\u00f4ng c\u1ea7n ph\u1ea3i m\u1ea5t th\u1eddi gian mua b\u00e1n v\u1edbi nhi\u1ec1u b\u00ean nh\u01b0 Publisher hay Ad Network. <\/p>\n\n\n\n

Nh\u1eafm \u0111\u00fang m\u1ee5c ti\u00eau <\/h3>\n\n\n\n

Nh\u1edd n\u1ec1n t\u1ea3ng qu\u1ea3n l\u00fd th\u00f4ng tin ng\u01b0\u1eddi d\u00f9ng (Data Management Platform). DSP Marketing gi\u00fap Advertiser thu th\u1eadp th\u00f4ng tin cookies ng\u01b0\u1eddi d\u00f9ng sau \u0111\u00f3 x\u1eed l\u00fd, nh\u1eadn di\u1ec7n kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ec3 hi\u1ec3n th\u1ecb qu\u1ea3ng c\u00e1o v\u00e0 \u0111\u1eb7t gi\u00e1 th\u1ea7u ph\u00f9 h\u1ee3p. <\/p>\n\n\n\n

T\u00ednh minh b\u1ea1ch<\/h3>\n\n\n\n

Vi\u1ec7c \u0111\u1ea5u th\u1ea7u c\u1ee7a DSP Marketing r\u1ea5t minh b\u1ea1ch. B\u1edfi v\u1eady, khi thi\u1ebft l\u1eadp chi\u1ebfn d\u1ecbch c\u00e1c Advertiser c\u1ea7n th\u00f4ng b\u00e1o \u0111\u1ea7y \u0111\u1ee7 t\u1eeb chi ph\u00ed \u0111\u1ebfn n\u1ed9i dung (v\u1ecb tr\u00ed, kh\u00e1ch h\u00e0ng,..). Vi\u1ec7c n\u00e0y c\u00f3 th\u1ec3 gi\u00fap Advertiser t\u1ed1i \u01b0u ng\u00e2n s\u00e1ch v\u00e0 nh\u1eadn l\u1ea1i \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 ti\u1ebfp th\u1ecb. <\/p>\n\n\n\n

Hi\u1ec7n nay DSP \u0111ang l\u00e0 xu h\u01b0\u1edbng m\u00e0 c\u00e1c Advertiser \u0111ang b\u1eaft \u0111\u1ea7u s\u1eed d\u1ee5ng \u0111\u1ec3 c\u1ea3i thi\u1ec7n ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb do nh\u1eefng l\u1ee3i \u00edch tr\u00ean. Mong r\u1eb1ng b\u00e0i vi\u1ebft tr\u00ean c\u1ee7a Rentracks \u0111\u00e3 gi\u00fap b\u1ea1n hi\u1ec3u r\u00f5 ph\u1ea7n n\u00e0o v\u1ec1 DSP Marketing l\u00e0 g\u00ec v\u00e0 \u0111\u01b0a th\u00f4ng tin h\u1eefu \u00edch gi\u00fap b\u1ea1n c\u00e2n nh\u1eafc \u00e1p d\u1ee5ng DSP v\u00e0o doanh nghi\u1ec7p c\u1ee7a m\u00ecnh. <\/p>\n\n\n\n

Xem th\u00eam: Native Ads l\u00e0 g\u00ec?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

N\u1ebfu b\u1ea1n \u0111ang b\u0103n kho\u0103n kh\u00f4ng bi\u1ebft DSP marketing l\u00e0 g\u00ec? DSP c\u00f3 nh\u1eefng \u0111i\u1ec3m m\u1ea1nh g\u00ec \u0111\u1ec3 c\u00f3 th\u1ec3 v\u1eadn d\u1ee5ng DSP m\u1ed9t c\u00e1ch… Read More »DSP Marketing l\u00e0 g\u00ec? Gi\u1ea3i m\u00e3 kh\u00e1i ni\u1ec7m v\u00e0 \u0111i\u1ec3m m\u1ea1nh c\u1ee7a DSP<\/span><\/a><\/p>\n","protected":false},"author":19,"featured_media":10916,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[56],"tags":[34,74,36,27],"class_list":["post-9831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc-marketing","tag-chia-se-kinh-nghiem","tag-dsp-marketing-la-gi-giai-ma-khai-niem-va-diem-manh-cua-dsp","tag-lam-affiliate-marketing","tag-tiep-thi-lien-ket"],"_links":{"self":[{"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/posts\/9831"}],"collection":[{"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/users\/19"}],"replies":[{"embeddable":true,"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/comments?post=9831"}],"version-history":[{"count":4,"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/posts\/9831\/revisions"}],"predecessor-version":[{"id":10861,"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/posts\/9831\/revisions\/10861"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/media\/10916"}],"wp:attachment":[{"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/media?parent=9831"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/categories?post=9831"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rentracks.com.vn\/en\/wp-json\/wp\/v2\/tags?post=9831"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}