Nkag siab txog Kev Tshaj Tawm Txog Kev Tshaj Tawm, Nws Cov Qauv, thiab Ad Tech Thawj Coj

Dab tsi yog Programmatic Advertising - Infographic, Cov Thawj Coj, Cov Cim, Cov Tshuab

Tau ntau xyoo lawm, kev tshaj tawm hauv Is Taws Nem tau sib txawv. Cov tshaj tawm tau xaiv los muab lawv tus kheej qhov chaw tshaj tawm ncaj qha rau cov neeg tshaj tawm lossis tso cov khoom ntiag tug rau cov khw muag khoom los twv thiab yuav lawv. Ntawm Martech Zone, peb siv peb qhov kev tshaj tawm vaj tse zoo li qhov no… siv Google Adsense kom tau nyiaj los ntawm cov ntawv thiab nplooj ntawv nrog cov kev tshaj tawm cuam tshuam nrog rau kev nkag mus ncaj qha thiab tso tawm tshaj tawm nrog cov koom tes thiab cov neeg txhawb nqa.

Cov neeg tshaj tawm siv los tswj hwm lawv cov peev nyiaj, lawv qhov kev twv, thiab tshawb fawb tus tshaj tawm tsim nyog los koom thiab tshaj tawm. Cov tshaj tawm yuav tsum sim thiab tswj cov khw muag khoom uas lawv xav koom nrog. Thiab, raws li qhov loj ntawm lawv cov neeg tuaj saib, lawv tuaj yeem lossis tsis pom zoo rau nws. Txawm li cas los xij, cov txheej txheem tau nce mus rau kaum xyoo dhau los. Raws li bandwidth, suav lub zog, thiab cov ntaub ntawv ua haujlwm tau zoo heev, cov tshuab tau zoo dua qub. Cov neeg tshaj tawm tau nkag mus rau qhov kev sib tw thiab cov peev nyiaj, kev sib pauv kev tshaj tawm tau tswj hwm cov khoom muag thiab kev sib tw, thiab cov tshaj tawm tau teeb tsa cov kev txwv rau lawv cov khoom ntiag tug.

Programmatic Advertising yog dab tsi?

lub sij hawm Kev tshaj tawm xov xwm (Kuj hu ua programmatic ua lag luam or programmatic tshaj tawm) encompasses ib tug array ntawm technologies uas automate lub purchase, kev tso kawm, thiab optimization ntawm xov xwm cov lus nug, nyob rau hauv lem hloov tib neeg txoj kev. Nyob rau hauv cov txheej txheem no, muab khoom thiab thov cov koom tes siv automated systems thiab kev lag luam cov cai los tso tshaj tawm nyob rau hauv electronically targeted media inventory. Nws tau raug pom tias kev tshaj tawm xov xwm yog qhov tshwm sim sai sai hauv kev tshaj tawm thoob ntiaj teb thiab kev lag luam tshaj tawm.

Wikipedia

Programmatic Advertising Cheebtsam

Muaj ob peb tog koom nrog hauv programmatic advertising:

  • Tus tshaj tawm - Tus tshaj tawm yog hom uas xav kom ncav cuag cov neeg tuaj saib tshwj xeeb raws li tus cwj pwm, pej xeem, kev txaus siab, lossis cheeb tsam.
  • Publisher - Tus tshaj tawm yog tus xa khoom ntawm qhov chaw tshaj tawm lossis cov nplooj ntawv uas muaj nyob rau qhov twg cov ntsiab lus tuaj yeem txhais tau thiab cov phiaj xwm kev tshaj tawm tuaj yeem nkag mus tau zoo.
  • Supply-Side Platform - Tus SSP indexes cov nplooj ntawv tshaj tawm, cov ntsiab lus, thiab cov cheeb tsam tshaj tawm uas muaj rau kev sib tw.
  • Demand-Side Platform - Tus DSP indexes cov advertisers 'ads, lub hom phiaj cov neeg tuaj saib, bids, thiab pob nyiaj siv.
  • Ad Txauv - Kev sib pauv kev sib tham sib tham thiab sib yuav cov kev tshaj tawm mus rau lub vaj tse tsim nyog kom ua kom tus neeg tshaj tawm rov qab los ntawm kev siv nyiaj tshaj tawm (ROAS).
  • Real-Time-Bidding - RTB yog txoj kev thiab thev naus laus zis los ntawm kev tshaj tawm cov khoom muag yog acuctioned, yuav thiab muag ntawm ib qho kev xav.

Tsis tas li ntawd, cov platforms no feem ntau koom ua ke rau cov tshaj tawm loj dua:

  • Cov Ntaub Ntawv Tswj Platform - Ib qho tshiab ntxiv rau qhov chaw tshaj tawm programmatic yog qhov DMP, Lub platform uas sib koom ua ke cov neeg tshaj tawm cov ntaub ntawv thawj zaug ntawm cov neeg tuaj saib (kev sau nyiaj, kev pabcuam neeg siv khoom, CRM, thiab lwm yam) thiab / lossis lwm tus neeg sab nrauv (tus cwj pwm, pej xeem, thaj chaw) cov ntaub ntawv kom koj tuaj yeem tsom lawv tau zoo dua.
  • Cov Ntaub Ntawv Neeg Siv Khoom Platform - A CDP yog lub hauv paus, tsis tu ncua, koom ua ke cov neeg siv khoom database uas nkag mus rau lwm lub tshuab. Cov ntaub ntawv yog rub los ntawm ntau qhov chaw, ntxuav, thiab ua ke los tsim ib tus neeg siv khoom profile (tseem hu ua 360-degree saib). Cov ntaub ntawv no tuaj yeem raug muab tso ua ke nrog cov txheej txheem kev tshaj tawm kom zoo dua ntu thiab cov hom phiaj cov neeg siv khoom raws li lawv tus cwj pwm.

Programmatic advertising tau los rau hnub nyoog los ntawm kev koom nrog kev kawm tshuab thiab kev txawj ntse (AI) kom normalize thiab ntsuam xyuas ob qho tib si cov ntaub ntawv uas cuam tshuam nrog lub hom phiaj thiab cov ntaub ntawv uas tsis muaj kev cuam tshuam nrog cov publisher lub vaj tse los txheeb xyuas qhov zoo tshaj plaws advertiser ntawm qhov zoo tshaj plaws tau twv yam tsis muaj kev cuam tshuam los ntawm phau ntawv thiab ntawm lub sij hawm ceev.

Qhov zoo ntawm Programmatic Advertising yog dab tsi?

Ntxiv nrog rau qhov txo qis ntawm cov neeg ua haujlwm tsim nyog los sib tham thiab tso tshaj tawm, kev tshaj tawm kev tshaj tawm kuj tau txais txiaj ntsig vim tias:

  • Kev ntsuas, ntsuas, ntsuas, thiab tsim lub hom phiaj raws li tag nrho cov ntaub ntawv.
  • Txo kev sim thiab kev tshaj tawm pov tseg.
  • Txhim kho rov qab los ntawm kev siv tshaj tawm.
  • Muaj peev xwm tam sim ntsuas cov phiaj xwm raws li ncav cuag lossis peev nyiaj.
  • Txhim kho lub hom phiaj thiab optimization.
  • Cov tshaj tawm tuaj yeem tau txais nyiaj sai sai rau lawv cov ntsiab lus thiab ua tiav cov nyiaj tau los ntau dua ntawm cov ntsiab lus tam sim no.

Programmatic Tiam sis Kev Tshaj Tawm

Muaj ntau qhov sib txawv uas tau tsav ob tus lej loj hlob hauv kev txais yuav ntawm kev tshaj tawm programmatic:

  • Tsis pub twg paub - Ntxiv ad-blocking thiab txo cov ntaub ntawv ncuav qab zib thib peb yog tsav kev tsim kho tshiab hauv kev ntes tus cwj pwm ntawm cov neeg siv nrog lub hom phiaj cov neeg tshaj tawm tab tom nrhiav.
  • TV - On-demand thiab txawm tias ib txwm cable network tau qhib lawv qhov chaw tshaj tawm rau kev tshaj tawm.
  • Digital Out-Off-Home - DOOH tau txuas nrog cov ntawv tshaj tawm, cov lus qhia, thiab lwm cov ntxaij vab tshaus uas nyob sab nraum tsev tab sis tau dhau los ua muaj rau cov neeg tshaj tawm los ntawm kev thov-sab platforms.
  • Suab Tawm-Tawm-Tsev - AOOH tau txuas nrog lub suab sib txuas uas nyob sab nraum tsev tab sis tau dhau los ua muaj rau cov neeg tshaj tawm los ntawm kev thov-sab platforms.
  • Audio Ads - Podcasting thiab suab paj nruag platforms ua rau lawv lub platform muaj rau cov neeg tshaj tawm kev tshaj tawm nrog lub suab tshaj tawm.
  • Dynamic Creative Optimization - DCO yog thev naus laus zis uas tso tawm cov ntawv tshaj tawm raug sim thiab tsim - suav nrog cov duab, kev xa xov, thiab lwm yam kom zoo dua lub hom phiaj rau cov neeg siv pom nws thiab cov kab ke uas nws luam tawm rau.
  • Blockchain - Thaum cov tub ntxhais hluas thev naus laus zis uas suav nrog hnyav, blockchain vam tias yuav txhim kho kev taug qab thiab txo cov kev dag ntxias cuam tshuam nrog kev tshaj tawm digital.

Dab tsi yog Qhov Zoo Tshaj Plaws Programmatic Platforms rau Advertisers?

raws li Gartner, cov programmatic saum toj kawg nkaus hauv Ad Tech yog.

  • Adform FLOW - Nyob rau hauv Tebchaws Europe thiab tsom mus rau European kev ua lag luam, Adform muaj ob qho tib si yuav-sab thiab muag-sab kev daws teeb meem thiab muaj coob tus ncaj qha koom nrog cov tshaj tawm.
  • Adobe Advertising huab - dav tsom rau kev sib txuas DSP thiab DMP kev ua haujlwm nrog kev tshawb nrhiav thiab lwm yam khoom ntawm martech pawg, suav nrog cov neeg siv khoom cov ntaub ntawv platform (CDP), web analytics thiab unified reporting. 
  • Amazon Advertising - tsom mus rau kev muab ib qho kev sib koom ua ke rau kev sib tw ntawm cov khoom muag tshwj xeeb Amazon-muaj-thiab-ua haujlwm nrog rau cov khoom thib peb ntawm kev sib pauv qhib thiab kev sib raug zoo ntawm cov tshaj tawm. 
  • Amobee - Kev tsom mus rau kev sib koom ua ke tshaj tawm thoob plaws TV, digital thiab social channels, muab kev sib koom ua ke rau cov kab thiab streaming TV, cov khoom muag thiab cov phiaj xwm kev sib tw hauv lub sijhawm.
  • Cov cuab yeej siv hauv paus (yav tas los Centro) - DSP cov khoom lag luam tsom dav dav rau kev npaj tawm xov xwm thiab kev ua haujlwm ua haujlwm thoob plaws cov channel thiab hom kev sib cog lus.
  • Criteo - Criteo Advertising tseem tsom mus rau kev ua lag luam kev lag luam thiab rov ua lag luam, thaum sib sib zog nqus nws cov kev daws teeb meem tag nrho rau cov neeg lag luam thiab kev lag luam tawm los ntawm kev sib koom ua ke ntawm kev yuav thiab muag. 
  • Google Display & Video 360 (DV360) - Cov khoom no tau tsom mus rau dav dav rau cov channel digital thiab muab cov programmatic tshwj xeeb nkag mus rau qee yam Google-muaj-thiab-ua haujlwm cov khoom (xws li YouTube). DV360 yog ib feem ntawm Google Marketing Platform.
  • MediaMath - Cov khoom lag luam tau tsom mus rau kev tshaj tawm xov xwm thoob plaws cov channel thiab cov qauv.
  • Mediaocean - Kev loj hlob los ntawm kev yuav khoom cov khoom lag luam nthuav tawm cov phiaj xwm kev tshaj tawm, kev tswj hwm kev tshaj tawm thiab kev ntsuas kev tshaj tawm. 
  • Cov Ntawv Tshaj Lij - khiav ib qho omnichannel, programmatic nkaus xwb DSP.
  • Xandr - Cov khoom lag luam tau tsom mus rau kev muab cov platforms zoo tshaj plaws hauv chav kawm rau kev tshaj tawm xov xwm thiab cov neeg mloog TV. 
  • Yahoo! Ad Tech - muab kev nkag mus rau kev qhib lub vev xaib sib pauv thiab lub tuam txhab cov khoom lag luam muaj peev xwm tshaj tawm thoob plaws Yahoo!, Verizon Media, thiab AOL.

ua epom, tus thawj coj DSP, tau tsim qhov kev nkag siab zoo li no, Lub Anatomy ntawm Programmatic Advertising:

programmatic advertising daim duab kos duab

2 Comments

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      Peter, nws yog kev sib txuas ntawm on-page tus cwj pwm cov ntaub ntawv yuav los ntawm cov neeg sab nraud cov platform, cov ntaub ntawv sab nraud ntawm cov chaw thiab cov ntaub ntawv khov kho, cov kab ke hauv zej tsoom, tshawb nrhiav keeb kwm, yuav keeb kwm thiab zoo li lwm qhov chaw. Cov programmatic loj tshaj plaws tam sim no sib cuam tshuam thiab tuaj yeem txheeb xyuas cov neeg siv hla lub vas sab thiab txawm hla-ntaus!

Yuav ua li cas koj xav hais tias?

Qhov Web site no siv Akismet los txo cov kev pabcuam. Kawm li cas koj cov ntaub ntawv tawm tswv yim tiav.