最终，任何计划做广告的公司的主要目标之一是以最优惠的价格购买最佳的广告空间，并将其定位于合适的受众。程序化广告是实现在线广告目标的现代方法。
从技术上讲，程序化广告只是使用自动化流程来买卖在线广告空间。您会发现通过网络上的程序化广告销售的广告。例如，Google，Facebook，YouTube以及显示广告的任何网站都使用此过程来决定谁在其平台上获得了主要的电子广告房地产。188滚球地址您甚至看到编程广告在公交车站，广告牌和购物中心都在室外使用。广告网络将想要与拥有具有广告空间的网站购买在线广告空间购买在线广告空间的广告商聚集在一起。
程序化广告使用算法实时处理在线广告空间的买卖。确实，大多数人都不知道幕后进行的在线拍卖。
The Ultimate Guide to Programmatic Advertising:
Supply-Side Platforms and Demand-Side Platforms
While the online advertising market may seem very simple on the surface, it is more complex when you look at it in detail. There are two sides to online advertising and a place where they meet that makes the advertising happen.
On one side, you have the publishers (websites) with space on their sites that they allocate to displaying ads. They use a technology platform (specialist software) called a supply-side platform (SSP) to manage their advertising space, fill it with ads, and ensure that they receive advertising revenue. SSPs work to earn the best incomes for publishers.
On the other hand, advertisers want to purchase advertising space. They also use specialized software called demand-side platforms (DSP) to help them find advertising spots at the best price and manage the online bidding process. DSPs work to find the best advertising slots for the lowest price for advertisers.
Google Ads is a special type of demand-side platform. Advertisers can use it to buy ads, but only on Google (and websites in the Google Display Network). They can't, for instance, use Google Ads to purchase advertising space on Facebook or Amazon.
In the past, advertisers met with publishers directly to negotiate and work out deals for advertising space. Eventually, the parties would agree on a specific price for particular advertising slots. How good the advertising slot was and the price that the advertiser had to pay depended on the two parties' comparative strengths and the level of competition for the advertising slots. The problem with this system was that it took up a lot of time, and not everybody enjoyed the negotiation process. Often there was a perceived power imbalance.
Using demand-side platforms and supply-side platforms makes the process fairer and saves a considerable amount of time for the parties involved.
Ad Exchanges
Adpushupdescribes ad exchanges as "a metaphorical crossroads [that] connects thousands of publishers and advertisers. It provides a platform to sell and buy ad inventories using its connections with various ad networks and supply-side platforms."
In most cases, ad exchanges are separate from the websites that publish the ads. However, a few larger publishers have set up their own ad exchanges. So, for example, if you want to advertise on Google, you can work through Google Ad Exchange.
出版商在供应端平台的帮助下与广告交易所联系。他们正在寻找适合其未售广告空间的竞标者。广告商与需求端平台连接广告交换。他们正在寻找到达目标受众的在线广告空间，在那里他们可以竞标有竞争力的价格来展示广告。
Publishers share many of their users' demographic and psychographic details to enable ad targeting to enable this to function. Likewise, advertisers provide details of their target audiences and their campaign requirements. Ad exchanges store all this information, and behind-the-scenes match advertiser requirements with publisher ad spots.
Advertising Networks
广告网络是广告过程中涉及的另一组。虽然广告交易所是一项技术，但广告网络作为中介机构，从出版商那里收集广告库存并将其出售给广告商。广告网络实际上是广告位的经销商。他们可以协助并帮助广告商试图购买广告位。
Perhaps the easiest way to distinguish ad networks from ad exchanges is to use ananalogy。广告网络就像股票市场上的股票经纪人。如果您想购买股票，则可以使用自己的要求进行股票经纪人，它们可以帮助您购买合适的股票。但是，广告交易所更像是证券交易所，可以为您提供在公开市场上购买或出售股票的技术。
Ad networks typically aggregate and curate publishers' ad inventories, sell them to advertisers and charge a commission. Ad networks generally work with a set of websites and offer advertising inventory to advertisers who want to advertise on these sites. Advertisers can use an ad exchange to buy ads from multiple ad networks.
How Does Programmatic Advertising Work?
Unless there is a problem, the average computer user probably never thinks about the ads on their computer, tablet, or phone screen. Ads are just there. Some users avoid viewing many ads, thanks to ad blockers, but these only remove some types of ads. Others still appear on even the most ad-averse users' screens so subtly that many ad-haters don't notice them.
广告用户的屏幕上出现得如此之快,他们almost appear hard coded into a webpage like the rest of the content. There generally is no lag between the ad content and everything else on a page. You might even wonder whether everybody receives the same ads.
But, in reality, there is considerable work going on behind the scenes, ensuring that the right ads appear before the right people at the right time. Programmatic advertising handles this complex process with ease.
There are many different types of programmatic advertising, but a typical process is:
- 网站所有者使用SSP，标志可用广告空间（库存）进入拍卖过程
- Advertisers set up advertising campaigns in a DSP and bid for advertising spots
- An online viewer goes to a page on a website that has space allocated for advertising
- The webpage software asks ad exchange software to serve up an ad targeting that viewer (based on their online profile). All available advertisers that meet that viewer's criteria automatically enter an auction
- 广告交换促进了该广告空间的拍卖。他们使用实时出价来协助此过程
- The advertiser with the highest bid wins the spot and gets to serve their ad to the viewer
- Ideally (from the advertiser's point of view), the user clicks on the ad and converts
成功编程广告的关键是在线拍卖阶段几乎立即发生，观众从未注意到幕后的过程。该过程的步骤3-6发生在网页加载所需的时间内。
Real-Time Bidding
The process we have described above features real-time bidding (RTB), although that doesn't happen in all cases of programmatic advertising. You will also find static auctions for online ad space that involve upfront bulk buying of ad impressions.
实时竞价,你可以出价ividual ad impressions, meaning you can focus more on specific viewers (or at least the viewing profiles that people log in with). With real-time bidding, advertisers generally won't have a say about the particular websites where their ads go (although they may be able to set some exclusions). Still, they know their ads will appear on sites where their target audience browses.
Programmatic Direct
另一个变体是“编程直接”，广告商在特定网站上购买保证的广告印象。在这里，广告客户知道其广告将进入的网站，但对个人观众的目标有更少的机会。
通常,广告网络购买高端广告ising inventory (ad spots) and then resell them to their clients using programmatic direct. The websites then release their remaining advertising inventory to the ad exchanges to get the best prices through real-time bidding.
Many advertisers opt to use a mix of RTB and programmatic direct advertising to reach the best audiences at an affordable price.
Benefits of Programmatic Advertising
程序化广告使广告商更容易在合适的观众之前获取广告。反过来，这往往会使观众更加快乐，因为他们看到的无关广告较少。
许多程序化广告算法都使用高级AI将广告商与受众群体的最佳成本效益相匹配。该算法为确定您的广告预算的最佳分配做了所有艰苦的工作。
It works with multiple ad exchanges and ad networks, reaching a wide range of people. This gives many opportunities to advertisers to reach audiences while at the same time enabling them to avoid wasting money serving ads to the "wrong" people for their campaigns.
Programmatic advertising makes it easier to measure many KPIs for your campaigns. Simply counting clicks on ads isn't enough. Instead, you need your KPIs to gauge whether you are achieving the goals of your campaign. Programmatic advertising allows you to undertake detailed targeting for your campaign, making it possible to determine whether your campaign is converting or whether you need to modify your advertising.
Programmatic ad exchanges give you access to real-time data about your campaign. As a result, many advertisers use A/B tests and multivariate testing to determine which ads work best with viewers. Advertisers can then modify their campaigns at scale.
您如何确定程序化广告活动的成本？
Much programmatic advertising uses a cost per impression, i.e., CPM (Cost Per Mille), model. CPM is the price an advertiser has to pay for 1000 impressions on a website, i.e., the price of having their ad served 1000 times.
Source:businessofapps.com
There may be some variations, e.g.,YouTubecharges advertisers based on Cost per View (CPV), which is effectively the same as CPM, but for a video audience. We have previously looked at howAmazon在确定其平台上赞助产品广告的成本时，使用每次点击费用（CPC）。
Many advertisers find that CPM advertising charges in much the same way as traditional advertising. They have traditionally paid an amount every time their television, radio, or newspaper ad displays. With CPM online advertising, they pay every time their online ad plays to an audience of one. However, programmatic advertising allows for much more refined targeting than traditional ads.
Requirements for a Successful Programmatic Advertising Campaign
虽然程序化广告的关键好处之一是它可以大大减少您的工作量，但是您需要做一些事情来充分利用您的广告系列。如果您想要最佳的结果，您将无法完全设置并忘记您的广告。
首先，您需要研究和了解您的市场。如果您针对错误的受众，设置精心制作的程序化广告活动几乎没有意义。如果您尚未这样做，请花一些时间建立理想的客户，以便您可以找到类似的观众。
As mentioned above, you need to set advertising goals for any campaign. You can't measure success if you don't establish what success represents. Use any existing data you have for your first campaign, and then notice how well your new ads meet your campaign goals. Next, establish your best ads and make more like these in the future.
As good as programmatic advertising is you can't remove the human touch altogether. Ideally, you should use skilled marketers to plan, control, and optimize your campaigns. Don't rely on algorithms alone to dictate how you spend your marketing budget.
Also, spot-check that your ads appear on sites that fit your company ethos. Programmatic advertising doesn't take your company's values into account. For example, you may find your ads served up on popular fake news websites if a reasonable percentage of your target audience visits them. You will have to decide whether you want your brand associated with such sites. To get around this problem, many demand-side platforms allow you to make blacklists of sites you wish to avoid or, conversely, whitelists of sites you approve of. Likewise, if you work with an agency, ensure they know about the sites you prefer and those you wish to avoid having your ads show on.
