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是什么 Programmatic Digital Advertising?

01/12/2021 -塞拉杜西

就在5年多前,也就是2015年,数据显示广告商花费了大约 $24.48 billion on 可编程数字广告 in the United States. By the end of this year, that number will more than triple. Experts predict that advertisers will spend just under 800亿美元 关于2021年的节目广告.

许多因素促成了程序化数字广告的过度增长:更好的技术, 需要更好的定位, and the introduction of mobile phones, 举几个例子. Experts no longer question the validity of programmatic marketing or if 广告客户使用它. Instead, people now look to the future to see how they can work to combat any 缺点 人们面临着发展程序化营销,并帮助广告商更好地触及他们的受众.

Before we dive into the different facets of programmatic, 回顾过去十年,或者理解程序化广告如何迅速爬上数字广告的阶梯,成为广告商的首选策略,是很有帮助的.

基本的编程术语表

需求方平台(dsp): A piece of bidding technology or ad servers with optimization and inventory links. They allow audience buying via RTB across multiple sources of inventory. Using algorithmic driven evaluation techniques, DSPs can determine which impressions to buy in real-time.

需求管理平台(dmp): Used to manage cookie IDs and to generate audience segments, which are subsequently used to target specific users with online ads.  Advertisers now buy media across a vast range of different sites. dmp可以帮助将所有活动、结果活动和观众数据结合在一起, centralized location and use it to help optimize future media buys and ad creative.

供应方平台(SSP). Supply refers to the seller of media – in most cases, the publisher. ssp是出版商通过交换类型的市场将他们的库存提供给程序购买的工具. SSPs are sometimes referred to as yield-optimization platforms. 

代理交易部门:存在于大型广告代理控股公司中的分布式媒体购买平台. Their primary purpose is to buy and sell digital media, 包括显示, video, 和移动, 代表代理客户. 

的简史 可编程数字广告

To understand programmatic advertising, we have to travel back to 1994 when the first banner ad was displayed. 热线连接.com和AT达成了一笔交易&T to display a banner ad on their site for three months. 在这段时间, the ad resulted in a rumored 40-50% click-through rate, 这将使任何习惯于行业标准点击率为0的当今广告商感到震惊.06%. 

在接下来的几年里,数字广告反映了这个简单而直接的过程. Advertisers worked directly with publishers to negotiate pricing and placement. These ads were about reach, not relevance. 

转眼两年过去了,互联网继续获得更多的主流使用,并融入社会. 在这一点上, 广告商也加入了进来, and they too wanted to advertise on these new websites. 这导致了创建程序生态系统的第一个元素:一个广告服务器——具体来说是DoubleClick(最终谷歌以3美元的价格购买了它.2007年10亿).  

Right before the turn of the millennium, competition arose for DoubleClick as they couldn’t keep up with the demand. 从1998年到2000年, 我们看到广告服务器的蓬勃发展,允许广告商在网络内的各种网站上投放广告. 

在同一时间范围内, 谷歌AdWords推出, which allowed advertisers to run CPC-priced campaigns on the Google networks. This isn’t exactly the moment programmatic was born. This only allowed advertisers to run in the Google network; however, this would eventually lead Google down the path of more targeted advertising. 

随着谷歌的旅程,程序性广告的开始阶段正在上升. At this time, ads were first-come, first-served (literally). 在名牌知名度和实力的支持下,谷歌在2003年推出了他们的展示网络AdSense. 不像时间轴上的其他时刻,这也有它的起起落落. AdSense quickly became synonymous with spam and ad fraud. And what did Google do to combat this? They launched the Panda update, which still affects 如何对网站进行排名 by reducing ranking for low-quality sites. 

Google was not the only player during this time working through the bumps and bruises of digital advertising; however, 他们的经历表明,没有一家公司与我们今天所知道的程序化有线性关系. 它只会变得更加复杂. 

实时竞价的诞生

程序化广告的下一个十年(2010年代)不能简单地线性概括. 然而, most simply put, in 2009, we saw the first use of real-time-bidding (RTB). RTB allowed for the first big wave of programmatic advertising. As outlined in the graphic below, the process is as follows:

  1. 访问者进入页面后,发布者向广告交易中心发送投标请求.
  2. The ad exchange makes the user’s profile available to all bidders.
  3. 广告客户的报价通过竞价算法自动发送到交易所.
  4. 出价最高者赢得印象.
  5. The high bidders’ creative is served, and the page is rendered.

This entire process happens within one-tenth of a second. 这种在公开交易中买卖广告的方式允许广告商对特定的消费者角色进行竞价, 例如人口统计学或设备类型. 于是种子就种下了. Gone were the days of digital display ads simply used for reach; now, there was an era of relevance. 

但要明确一点, because RTB gave people the first real glimpse into the world of programmatic, many people believe that this is the only way to purchase ads programmatically. 然而, 可编程数字广告 has grown much beyond the 2010-era. 那么,让我们开始吧.

是什么 可编程数字广告

程序化广告是一种利用技术来购买和出售在线广告空间的营销方法. 使用实时数据以人类无法完成的方式锁定细分受众是很有帮助的, which yields advertisements delivered to the right people at the optimal times.

定义和描述程序化的对话可能会在行业术语中变得极其繁重. 但说到底, 品牌和代理商使用DSP来决定购买哪些广告以及支付多少费用, while publishers use an SSP to sell ad space. 有大量的数据支持, 这两个平台在广告网络中实时匹配,在消费者面前将广告投放到网站上.

And what is attractive to advertisers is the customization, 针对, and data-driven technology behind each of these purchases. 而不是购买100,在一个新闻网站上发表了000次评论, 可编程数字广告 allows you to purchase 100,000 impressions across various sites, 针对 specific audience segments. You can decide to target a particular age demographic of people, 在某一天, 在特定的时间, 这与你想要销售的产品有直接的关系. 你甚至可以用你正在运行的广告的一个特定创意版本来瞄准这个人. 支持的数据, 程序化广告的好处是显而易见的——没有理由再用你的数字广告预算玩猜谜游戏了.

Different ways to Buy Ads Programmatically

The buying and selling ads programmatically mirror the RTB process outlined above, as RTB is a segment of 可编程数字广告. 然而,还有其他三种方式(总共四种)可以通过节目方式购买广告:

  • Open Auction (RTB): hundred or buyers competing
  • 私人拍卖:协商最低价格,仅限邀请拍卖,不保证数量.
  • Preferred Deals: Fixed price, One-to-one deals, Non-guaranteed volumes.
  • Guaranteed Deals: Fixed price, one-to-one deals, guaranteed volumes

The last three buying options are referred to as programmatic direct, 很明显, 广告进入公开交易所的步骤将被删除,因为这些都是私下协商的交易. 根据活动的总体目标,这些不同的购买选择有明显的好处. 

After learning about the history of programmatic and what it is, 你可能会质疑, “so programmatic relies on computers or robots?“这就是选择战略规划合作伙伴的重要性变得如此明显的原因.

The Importance of an Effective Programmatic Partner

实际, you could launch a programmatic campaign, 然后开始你的一天, 周, or however long the flight is running. 计算机将工作的目标受众参数和目标你已经到位. 然而, with such great data available to advertisers, the days of “setting it and forgetting it” should be long gone. 

人类接触的元素对编程来说仍然是无价的——即使它是一个技术驱动的行业. Just as programmatic ads’ buying and selling happen in-real-time, so too should the optimizations and analysis. 

在CA88, 我们理解,为了充分发挥其潜力,需要促进方案运动. 我们的团队高度合格的活动CA88分析师监测我们的客户的程序性活动的每一个步骤,以确保有效地触及观众. Where traditional agencies can be slow to react, 过于复杂的, 和高成本, 我们正在积极的, 敏捷, 和容易获得. 我们对竞选活动进行监控, we can quickly adapt to what is working while also shifting away from what is not. 这也允许我们发现新的受众洞察,可以建立在当前和未来的活动中使用. 

了解我们最近为以下客户进行的一些成功的程序化数字广告活动:

University Drives Interest For Undergraduate and Graduate Programs

SaaS Enterprise Software Company Drives Engagement

Top 10 US Automotive Brand Increases Seasonal Sales

有兴趣了解更多关于CA88的热情和行业专业知识将如何确保您的程序性数字广告活动达到新的高度? 让我们谈谈.

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