中国的程序化生态.PDF

China’s Programmatic Landscape 中国的程序化生态 A collaboration between R3 and RTBAsia to explore China’s Programmatic landscape, challenges and future. 胜三与 RTBAsia 共同探究 中国的程序化生态、挑战与未来 PREFACE 引言 rogrammatic advertising is the fastest growing form of digital advertising globally – and very much so in China. As the largest independent marketing consulting firm in China, we felt it important to clear the air. We partnered with RTBAsia to produce this white paper. This report is designed to start a discussion on Programmatic, not resolve one. Please come and connect with us. 程序化广告是全球数字广告发展最快的一种形式，在中国也同样如此。 作为中国最大的独立营销咨询公司，我们认为有必要厘清一些事实。 本白皮书由胜三与 RTBAsia 合作撰写。 本报告旨在讨论程序化问题，而非提供解决方案。 请通过以下方式与我们联系。 @r3china @r3ww /company/r3 /r3worldwide IMPROV ING THE EFFECT IVENESS EFFICIENCY O F MARKET ERS THEIR AGENCIES 2 WHAT IS PROGRAMMATIC AD BUYING? 什么是程序化广告购买？ There are several different definitions for programmatic out there, adding to the cloud of confusion around this relatively new way of media buying. It is important to cut through the buzzwords and tech jargon to understand exactly what programmatic is. On the most basic level, programmatic ad buying is the automated purchase of ad inventory in real time, based on audience rather than platform. 程序化有多种不同的定义，让这种相对新颖的广告购买方式更加“迷雾重重”。因此，透过潮词 和技术术语，确切了解什么是程序化很重要。从最基本而言，程序化广告购买意指根据受众而非 平台实时自动购买广告库存。 Traditionally, media is purchased based on the platform that the publisher offers. With programmatic ad buying, advertisers are able to target the specific audience the