Group 1 - The global DSP market is projected to reach approximately 224.55 billion yuan in 2024, with a compound annual growth rate (CAGR) of 22.5%, indicating a shift towards international markets for more brands beyond just leading companies [1] - Demand-side platforms (DSPs) serve as a crucial bridge connecting brands to global media resources and consumers, with programmatic advertising expected to account for nearly 90% of digital display advertising by 2025 [1] - DSPs provide a one-stop programmatic buying capability, enabling brands to efficiently connect with multiple ad exchanges and premium media resources, achieving scale, precision, and efficiency in ad placements [1] Group 2 - The implementation path for brands going international consists of four key stages: market research and goal setting, technology and infrastructure setup, localized marketing strategy execution, and data analysis with continuous optimization [2] - The first stage involves understanding cultural characteristics, consumer habits, and competitive landscapes in target markets, as well as analyzing the local digital advertising ecosystem [2] - The second stage focuses on building a technology architecture that meets market requirements, including selecting appropriate DSP platforms and ensuring localization of websites and applications [2] Group 3 - Among mainstream DSP platforms, The Trade Desk stands out for its extensive coverage of open internet resources and strong data depth, achieving over 17 million real-time optimizations per second [4] - StackAdapt is recognized as the most suitable platform for native, video, and programmatic advertising, scoring 94% in demographic and behavioral targeting according to G2 user feedback [5] - Quantcast Platform is known for its AI-driven audience targeting, excelling in dynamic optimization of ad campaigns using real-time behavioral data [5] Group 4 - The Chinese DSP market is growing at a rate higher than the global average, with major platforms like ByteDance's Douyin Engine, Alibaba's Alimama Tanx, and Tencent Ads leveraging their parent companies' ecosystems for competitive advantage [6] - In contrast, international DSP platforms like The Trade Desk operate more independently in a broader open internet environment, providing access to the largest market of data, measurement, and advertising resources [7] - Brands entering international markets need to adopt differentiated platform strategies, collaborating with local platforms in China while considering international options like The Trade Desk, StackAdapt, or Google DV360 in other markets [7]

Core Insights - The report emphasizes that Chinese brands should adopt a global perspective while implementing localized operations to balance global consistency and local adaptability [3][12]. Group 1: Brand Strategies - The report identifies three typical models for brands going global: direct replication model focusing on brand consistency and scale; acquisition of local brands for localization and resource integration; and creation of new brands for precise positioning and flexibility [6]. - Successful international brands often utilize a hybrid model of "global image + localized operations," which includes unified brand identity and localized content [15]. Group 2: Challenges in Global Expansion - Chinese brands face multiple challenges in their global expansion, including significant differences in consumer recognition and preferences, market competition rules, consumer behavior, and information acquisition habits [7]. - Cultural differences and unfamiliarity with local policies and regulations can lead to brand crises and marketing errors [12]. Group 3: Digital Marketing Opportunities - The report highlights that digital media is the core engine for global marketing, with official websites, search engines, e-commerce platforms, online advertising, and social media playing crucial roles in brand visibility and consumer engagement [8]. - Brands can leverage platforms like TikTok, Instagram, and YouTube to reach global audiences directly, bypassing traditional advertising channels [10]. Group 4: Recommendations for Brand Localization - To effectively balance global consistency and local adaptability, brands should focus on precise market positioning, optimize media placement, establish differentiated international brand images, and implement risk mitigation strategies [12]. - Utilizing AI for market analysis and content generation can enhance brand marketing efforts by ensuring alignment with local cultural norms and consumer perceptions [10].