Welcome!

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.

Latest Stories
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
"We're bringing out a new application monitoring system to the DevOps space. It manages large enterprise applications that are distributed throughout a node in many enterprises and we manage them as one collective," explained Kevin Barnes, President of eCube Systems, in this SYS-CON.tv interview at DevOps at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).
In the first article of this three-part series on hybrid cloud security, we discussed the Shared Responsibility Model and examined how the most common attack strategies persist, are amplified, or are mitigated as assets move from data centers to the cloud. Today, we’ll look at some of the unique security challenges that are introduced by public cloud environments. While cloud computing delivers many operational, cost-saving and security benefits, it takes place in a public, shared and on-demand ...
In his session at @ThingsExpo, Sudarshan Krishnamurthi, a Senior Manager, Business Strategy, at Cisco Systems, will discuss how IT and operational technology (OT) work together, as opposed to being in separate siloes as once was traditional. Attendees will learn how to fully leverage the power of IoT in their organization by bringing the two sides together and bridging the communication gap. He will also look at what good leadership must entail in order to accomplish this, and how IT managers ca...
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).