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[更新添加中文旁白]「視頻」The Evolution of Online Display Advertising

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發現一個關於Real﹣time advertising的簡介視頻,Google excahnge官博也發表過,覺得對於初步認識RTB非常有用,所以分享給大家,順便藉助youtube的automatic caption(比較強大,贊一個)把旁白給寫了一下。

中文旁白:

這是2012版線上展示廣告市場簡介。

 

為了能夠更好地理解,我們需要回顧一下以前媒體是如何進行在線交易的。起初,廣告主或者代表廣告主的代理商會購買網站上的展示位。網站主被稱之為廣告發佈商。廣告展示位購買和銷售的流程在起初都屬於直接交易。廣告展示位,更恰當地被稱之為(廣告)庫存,有庫存產生的通貨就是廣告展示。廣告主或者代理商成千地購買廣告展示,並製作廣告置於廣告展示位中。

 

隨著時間推移,發佈商開始創建成千上萬的網頁,導致出現了數以億計的未被購買的閒置廣告庫存,從而促生了另一批叫做廣告網絡,扮演著發佈商銷售代表或者經紀人角色來銷售閒置廣告庫存的公司,它們運用技術將受眾聚合在一起從而將封裝的廣告庫存賣給廣告主,讓廣告主可以更容易地向潛在客戶展示廣告。

 

由於成為廣告網絡的門檻相對而言比較低,一段時間過後弊端顯現出來了。市場上有眾多的廣告網絡,實際上,不同的對待運用廣告庫存的方式產生了數以百計的生意模式在彼此競爭。這使所有人都陷入窘境,如果說它們(廣告網絡)不得不應對眾多不同的尋求好價格購買或者銷售廣告庫存的公司的話,那麼這也意味著廣告主很可能多次購買了(向)同一個受眾(展示廣告的機會)。

 

此時對高效率的迫切需求,促生了一個全新的生意模式,稱為廣告交易平台。廣告交易平台提供了讓廣告位買家和賣家以交易受眾來取代交易數以千計廣告庫存的機會。賣家在這個平台銷售他們的受眾,買家則可以挑選受眾並且為之競價,競價獲勝者就可以將他們的廣告在恰當的時間置於(對他們而言)恰當的受眾前。所以,廣告展示現在可以用兩種方式購買,一是以封裝的形式在廣告網絡里購買,另外一種是在可以買到特徵細分受眾的廣告交易平台里購買。買賣雙方都由此看到了讓他們可以提高效率和應用技術協助交易流程的機遇。一些廣告代理商創建了自有代理交易平台,或者投資於可以讓其擁有在廣告交易平台,利用數據來輔助交易決定,進行高效的、實時交易的需求方平台DSP demand side platform。這是買方的情況,賣方的情況又是如何呢?一些發佈商直接向廣告銷售平台出售,另外一部分投資於一些叫做供方平台SSP sell side platform的公司用來優化銷售點。

 

新的工作流程所承諾的著實讓人興奮,但是我們別遺忘了廣告網絡。(利用)廣告網絡依然是一種便利的媒體交易方式,如果說有甚麼區別的話,那就是現在他們也可以通過廣告交易平台進行購買和銷售,由此獲益。

 

這個系統通過數據來工作,越多廣告通過它發生越多的數據就會被收集,這個系統也就會變得越智能。這是個令人興奮的時刻,作為一個營銷人,想清楚你將置身於實時競價的何處、以及如何利用它的數據獲益是至關重要的。

 

 

英文旁白:

This is a 2012 guide to the digital display market.

To get some perspective, we need to go back to see how media was traded on line from the very start.

Back then, there were advertiser or an agency representing an advertiser he would buy ads spaces on the website.

The website owner was known as the publisher.

The buying and selling of ad space was initially direct.

This ad space was appropriate named inventory.

The currency, which was created from this inventory, was impressions.

The advertiser or agency bought impressions in the thousands. They then created the ads and fill the space.

As time went on, publisher began to create thousands of web pages, which led to millions and billions of unsold inventories. This gave rise to a new set of companies called the ad network acted as a sales representative or broker buying unsold or remnant inventory for the publisher. They applied technology aggregated the audiences and sold packaged inventory on to they buyer making it easier for them to target who they wanted.

Barriers to entry for the ad network were relatively low and after some time the issue rose. They were lot of ad networks, in fact, hundreds of competing business models that were treating inventory in different ways. This made it hard for everyone. If they have to deal with lots of different companies looking for the best price to buy or sell their inventory. It also meant advertisers could be buying the same audience more than once.

There is desperate need for more efficiency, which gave rise to a brand new business model called the ad exchange. The ad exchange creates an opportunity for buyers and sellers to trade audiences rather than inventory in the thousands.

Sellers will make their audience available on the platform. Buyers then can pick their audience and bid on them. The winner of the bid could now have their ads in front of the right audience at the right time.

So, impressions could now be bought in two ways, the ad network where it was aggregated and packaged up, and the ad exchange, where there was the opportunity to buy a specific audience. Both buy and sell side saw a massive opportunity here increase efficiency and use technology to help the process of buying and selling. Some agencies created their own proprietary agency trading desk or invest in demand side platforms that gave them the ability to trade on the exchange efficiently and in real-time using data to influence their decision-making.

So that's the buy side, what about the sell side, some publisher sell directly on the exchange, others invest in a group of companies called sell side platform which optimize selling point for the publisher.

the promise of the new workflow is exciting but let's not forget about the ad network. The ad network is still a convenient way to buy and sell media, if anything, is there are now new opportunities for them to buy and sell it on the ad exchange, leveraging their offering.

These systems work with data, the more advertising that is booked through these platforms the more data is gathered and the more intelligent the systems will become. It’s an exiting time, as a marketer it's important to figure out where you fit and what data you can leverage to take advantage of real-time advertising

回應: 「視頻」The Evolution of Online Display Advertising 附旁白

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