RTB模式是Real time Bidding的縮寫，即實時競價模式。
RTB mode is an abbreviation of Real time Bidding, i.e., a real-time competitive model.
它是一種線上廣告購買方式，可以讓廣告主通過線上交易平臺與媒體交易。
It is an online commercial buy-in that allows advertisers to cross online trading platforms and media transactions.
在RTB的系統中，廣告位的競標、廣告主的流量選擇等都是實時的。廣告主可以根據廣告效果對各類廣告位進行實時競價，從而達成投放目標。
In the RBB system, advertising posts are time-sensitive, and the advertising owner’s choice of traffic is time-sensitive.
實時競價允許廣告賣價根據活動目標、目標人群以及費用門檻等因素對每一個廣告及每次廣告展示的費用進行競價。一旦競價成功，廣告就會立刻出現在出版商的網站中。這種允許進行動態交易的技術被業內稱為“投標人”，而且可以嵌入每一個RTB模式所需要的技術平臺當中。
In practice, the competition allows advertising to compete for each of the and for each ad. Once the bid has been successful, the advertisement will appear on the publisher's website. This technology that allows for business transactions is referred to as “billmarkers” and can be embedded in the technology floors needed for each RBB model.
RTB的操作模式就是潛在用戶在瀏覽網頁時，與網頁合作的SSP平臺就會向網路廣告交易平臺(AdExchange)發出請求，網路廣告交易平臺會迅速向所有的DSP平臺發出公告，這個時候DSP平臺會通過DMP平臺瞭解到這個用戶是否符合廣告主的需求，然後決定應該是否出價，出價應該出多少，為廣告主出什麼創意。最終，將會由網路廣告交易平臺通過競價做出決定，誰出的價格高就會投放誰的廣告。並且，全部過程會在100毫秒以內完成。RTB模式所需技術平臺：網路廣告交易平臺(Ad Exchange)就是為廣告主和媒體之間實現交易而搭建的一個橋梁；DSP平臺是Demand-Side Platform的縮寫，即需求方平臺；SSP平臺是Sell—SidePlatform的縮寫，即供應方平臺；DMP平臺：Data-Management Platform的縮寫，即數據管理平臺。
The mode of operation of RTB is that when users are browsing the web page, the TSP platform, which works with the web page, will quickly advertise to the DSP platform (AdExchange), trade platform will quickly make an announcement to all the DSP platform (AdExchenge > 電子雜誌的主頁上放了14個廣告主的Banner，也從這一天起，互聯網廣告誕生了。美國成型的RTB模式正式上線是在2009年，中國的RTB模式出現的也不算晚，在20lO年創辦了傳漾的“四君子”就開始在臺灣籌備建設RTB模式的廣告業務，算是中國第一家使用RTB模式的企業。而在2011年，淘寶率先推出了中國第一個AdExchangexT台淘寶TANX。淘寶的加入為中國的RTB模式的發展帶來了新的生機。同時，在RTB行業中還誕生了RTBChina．com和Adexchanger．m這樣的專業媒體，對RTB在國內的傳播做出了創舉的貢獻。
On 14th of 1994, an online version of Hotwired was launched in the new magazine Wiref , which was born on the day [編輯]
1. 更精準的定位
1. More precise positioning
RTB幫助廣告主實現了更精準的定位，主要體現在人群定位和行為定向上。
RTB has helped advertisers to achieve a more precise orientation, with the main groups now in the direction of people's orientation and behaviour.
以廣告主x為例，他利用RTB這項技術，可以說是將轉化成本降低了不少。
In the case of ad master x, he uses the RTB technique to say that the conversion costs have been reduced considerably.
首先是人群定位。
The first is crowd positioning.
利用大量的數據分析，RTB技術可以將用戶按照特定的分類標準，歸為不同類型的人群，並給不同的人群投放不同的廣告。
Using a large amount of , RBB technologies can classify users as different types of people according to specific sub-categories, and place different types of advertisements on different groups.
在實際的操作中，廣告主可以定義一些參數，像年齡、性別、地理位置、行為偏好等，然後將這些參數傳遞給RTB系統；然後系統根據這些參數，對數據進行實時分析，識別並匹配符合條件的用戶。
In practice, the advertiser can define parameters, such as age, sex, geographical location, behavioural preferences, and then transmit them to the RBB system; the system then uses these parameters as a basis for real-time analysis of the data to identify and match the user that meets the requirements.
廣告主x在決定投放第一條渠道的時候是很沒底的，也不知道投放哪些用戶；
於是他仔細地分析了App的用戶構成，發現平臺上的年輕男性用戶占比較高，他們呈現的特點為大多位於一二線、消費能力較高、喜歡新鮮事物；
So he carefully analysed the user structure of and found that young male users on the platform had a higher share of young male users, most of whom were on line one or two, were more expensive and liked new things;
然後根據用戶構成，他將投放人群分成了好幾撥，分別進行測試；
Then, according to the user's structure, he divided the group into several groups, each of which was tested separately;
測試的結果比較意外……
The results of the test were more surprising.
其中一撥用戶的拉新表現最為突出，他們的參數為性別女、年齡大於30歲、位於一二線城市等等，與App的用戶構成並不對應。
One of the users was most prominent in its new performance, whose parameters were female sex, older than 30, second-line cities, etc., and were not matched by app users.
此外，RTB技術還能夠實現行為定向。
In addition, RTB technology can be operationally oriented.
廣告主可以根據用戶的搜索、瀏覽和購買行為等，對用戶進行精確的標記和細分，然後將廣告投放給這些已被標記的目標人群。
The advertiser can use the user's search, browse and , and then post those who have been identified as targets.
x會根據用戶行為，像點擊、搜索、瀏覽、收藏等，瞭解用戶的興趣愛好。比如：
x will learn about user interests according to user behaviour, like clicking, searching, browsing, collecting, etc.
用戶A是一個熱愛運動的大學生，他經常會在x的平臺上搜索運動鞋；
User A is a sports-loving college student who often searches sports shoes on X platforms;
於是，A被標記上了“潮鞋”、“大學生”、“潛在用戶”等標簽；
As a result, A was marked with signs such as "tidal shoes", "students", "potential users" etc.
然後x就會通知廣告平臺，要給A投放相關的潮鞋廣告，像阿迪達斯、Nike等。
X then informs the advertising stand that it will place ads related to tidal shoes for A, such as , , .
總之，RTB技術可以使廣告主更精準地定位人群，實現更準確、更精細和更有效的廣告投放。
In any case, the RTB technology allows advertisers to better target the population and deliver more accurate, sophisticated and effective advertising.
2. 更有針對的曝光
2. More relevant exposure
之前，廣告主x投放的廣告位基本上購買形式都是包段的，即和媒體約定在某段時間內在某些廣告位上固定投放x的廣告。這種模式存在三個問題：
（1）首先是時間段無法精準拆分
(1) First of all, there's a time period that can't be singled out.
廣告主x買了26號全天的廣告，但是凌晨12點到第二天8點這段時間，大家都在睡覺，用戶打開App的頻率低，轉化率很低；
The ad owner x bought the 26th all-day commercial, but from 12 a.m. to 8 a.m., everyone was asleep, users opened App with low frequency and low turnover;
因此，x並不希望在0點-8點這段時間投放廣告，純屬是浪費資金。
Therefore, x does not want to advertise at 0-8 p.m., which is simply a waste of money.
但是，對x來說，買的是全天的合約廣告，這又難以避免。
But for x, it's an all-day contract ad, which is hard to avoid.
（2）其次是廣告位無法按需分割
Second, ad posts can't be divided as needed.
在同一時間段內，不同廣告位的展示價格差異大。
During the same period of time, the price of displays of different advertising slots varied considerably.
廣告主x要購買打包的廣告位，其中廣告位a是1萬，廣告位b是5萬，廣告位是4萬；
(a) The advertising seat is 10,000, the advertising slot is 50,000 and the advertising slot is 40,000;
出於對廣告效果的考慮，x只想要廣告位b；
For , x wishes only to advertise placesb;
然而，廣告合約規定3個廣告位要一起買，單買廣告位b要12萬；
However, the ad agreement provides for three advertising slots to be bought together and $120,000 to be purchased on a single basis;
出於無奈，x在購買時對打包的廣告位全盤接受。
As a result of that, x accepted the entire package slot at the time of the purchase.
（3）最後是廣告合約資金投入大
(3) Finally, the advertising contract is heavily invested.
合約採購基本上都是批量的，需要廣告主投入較高的預算，對現金流的壓力比較大。
Contract purchases are mostly bulk-based and require higher budgets from advertisers, with greater pressure on .
廣告主x想預定渠道a雙十一期間的合約廣告；
The ad owner X wants to fix a contract ad for a two-thirteen-year period.
廣告平臺報價是1000萬，提前2個月提交訂單，支付定金為200萬，且廣告主需在廣告投放前的一周內支付尾款；
The billing counter has a price of $10 million, two months in advance of the order to pay the down payment of $2 million, and the advertiser has to pay the final payment within the week before the announcement ;
x覺得平臺的條件太苛刻了，但是又不捨得放棄雙十一這個絕佳的宣傳節點；
x feels that the conditions on the platform are too harsh, but does not want to give up the perfect promotional node of two or eleven;
於是萬般無奈之下，跟媒體進行談判，想要少付點廣告費；
So negotiations with the media led to an ;
多番談判之後，媒體的態度很強硬，只同意將定金降低為180萬；
After more negotiations, the media attitude was strong and agreed to reduce the down payment to 1.8 million;
x最終接受了廣告平臺的條件；
X finally accepted the terms of the advertising platform;
這事造成的後果是公司的現金流壓力變大，其他地方的宣傳支出大幅降低。
This has resulted in increased pressure on the cash flow of the company and a significant reduction in publicity expenditure elsewhere.
然而，在投放RTB廣告後，廣告主x喜不勝收，RTB輕鬆解決上述問題。
However, , which easily solves the problem.
RTB廣告將整段的展示機會拆分成了最小的“單次展示機會”，即一條廣告在單個用戶面前展示一次，計費一次；廣告主可以選擇任意時間投放，不必再被合約規則所限；
The RTB ad divides the entire presentation into the smallest “single presentation” where an ad is presented once in front of a single user at a cost; the advertiser can choose to release it at any time and no longer subject to the rules of the contract;
所有廣告位根據用戶的特征進行標簽化，將用戶按照特定的規則分類；廣告主可按照自身需求，選擇合適的用戶。
All advertising places are marked according to the characteristics of the user, classifying the user according to specific rules; the advertiser may select the appropriate user according to his/her needs.
競拍的對象是某個廣告位某一次的展示機會，廣告推廣的門檻大大降低了，不需要廣告主有大量的資金預算，吸引了更多的廣告主參與；
The competition was the occasion for a presentation by an advertising post, , and did not require a large number of advertisers to attract more advertising participants;
“單次展示機會”功能的出現，解決了合約廣告“時間段無法精準拆分”和“廣告位無法按需分配”的問題；
The emergence of the "single presentation of opportunities" function solves the problem of the contractual ads "unscrewable time split" and "unable to distribute on demand: “用戶特征標簽化”又為“單次展示機會”提供了保證；
“User tagging” also provides a guarantee for “single presentation opportunities”. “單次展示機會”的出現降低了廣告的推廣門檻，解決了“廣告合約資金投入大”的問題；
The advent of the “single presentation of opportunities” has reduced the promotion of advertising and solved the problem of “advertisement co-financing”. 總之，RTB廣告使得廣告位的投放更具有針對性，提高了廣告的轉化率。
In any event, the RTB ad has made the placement of the ads more relevant and has increased the rate of conversion of the ads . 根據廣告主x的數據統計，RTB廣告的轉化率相比於合約廣告足足提高了20%。
According to admaster x's statistics, the rate of transmission of RTB advertising has increased by about 20% compared to the contractual advertising rate. 三、更放心的購買
iii, more reassuring purchases RTB廣告提供了一種規則清晰，公開透明的競價方式，使廣告交易變得更公平、公正、公開了。
RBB ads provide a clear and transparent way to compete, making advertising transactions more fair, fair and open. 對於廣告主x來說，RTB廣告的購買很讓人放心。
For admaster x, the RTB commercial purchases are reassuring. （1）RTB的購買流程具有高效性，在幾分鐘內即可完成；相比之下，合約廣告的流程卻顯得有些繁瑣而漫長，整個流程可能需要數周甚至數月的時間，費時費力；
(1) The RTB purchasing process is efficient and can be completed in a few minutes; in contrast, the contractual advertising process is somewhat complex and lengthy, and the entire process may take weeks, if not months, and time-consuming; （2）在廣告投放的效果方面，不得不提及廣告展示的精準度，RTB廣告能在恰當的時間向合適的人群展示；這讓x減少了很多無效流量的投放；
(2) In terms of the effectiveness of advertising, mention must be made of the accuracy of advertising displays, which can be presented to the right crowd at the right time; this reduces X by a lot of ineffectual flows; （3）數據分析和優化不僅能提升廣告效率，還省去了不必要的成本。通過利用大數據技術找到合適的流量並不斷優化廣告投放策略，可有效提升轉化，降低廣告主成本；
(3) does not simply improve advertising efficiency, save unnecessary costs. By using technology > 總之，廣告購買的快捷性、精準度和成本優勢是廣告主x主推RTB廣告的原因，也是RTB的魅力所在。
All in all, the speed, precision and cost advantages of are the reasons for the admaster x's push for RTB. RTB模式的發展已經勢不可擋，2012年被譽為中國RTB的元年，在這一年中已經有許多廣告主開始嘗試幣用RTB模式去投放廣告。同樣，在這一年中，與RTB模式相關的平臺更是如雨後舂筍悄然而生。這些都為以後RTB模式在中國的發展做好了鋪墊。近幾年國內的廣告生態圈得到了不斷的發展壯大，使得中國互聯網廣告已經進入了繁榮時期。因此在中國的互聯網廣告行業很大程度上可以滿足RTB這種需要高科技、高技術支撐的廣告模式，從而加劇了RTB模式在中國的發展，使其加速了RTB模式實現中國本土化的過程。
The development of the RTB model has been overwhelming, and the year 2012 has seen many advertisers try to use the RTB model for advertising in China. Similarly, during the year, the RTB model has become more popular. These developments have helped China’s ‘a href=https://wiki.mbalib.com/zh-tw/%E4%BA%92%E81%94%ED%91%E5%BF%E5%E51%91%A’title = Internet ad’ network has been expanding for years. 雖然RTB模式在中國的發展存在著很大的機遇，但同時也存在著非常大的挑戰。也就是說RTB模式在中國的發展還有很多的問題，比如RTB平臺的投入就會非常的高，在國內沒有幾家大公司能完全承受得了這種投入。除了資金的投入，還有用戶數據的積累以及用戶數據質量等等技術上的要求還不能很好的達到RTB模式所需要的水平。而且，就國內RTB模式現在的發展來說，數字媒體所提供給廣告交易平臺的廣告位大多數都是邊角廣告，很多都是媒體很難賣出去的一些廣告位。雖說RTB模式所售賣的是用戶，註重的只是目標用戶的接觸情況，但是這些廣告如果總是在一些邊角廣告位中出現，會很大程度上影響廣告的公信力，以及其他一些受眾接受廣告的效果，從而降低廣告主對RTB廣告模式的信任[4]。所以說要想真正的實現RTB模式的本土化，還需要剋服很多的困難，需要進一步的提高國內廣告生態圈的質量。
In addition to the investment in capital, there are technical requirements such as the accumulation of user data and the quality of user data to reach the level required by the RTB model. And, in terms of the development of the RTB model now in China, Viewing the international Internet commercial market, the RTB model has become , and we can see that has more to do with the domestic RTB model. 美國網站都很乾凈，廣告位的規格也相對簡單，一個廣告做二三十個創意就行了，但中國有接近一千種廣告位形式，每投一個廣告尺寸就要變一下，這是一個比較棘手的事情。其次，RTB產業鏈要成功運轉起來，媒體、AdExchange~台、DSP平臺以及廣告主這四大環節必須各自就位，缺一不可。而搭建整個產業鏈，首先要把最重要的AdExchange平臺搭建起來，這樣DSP才能有用武之地，而AdExchang平臺沒有幾十億的流量是做不好的。[51而且RTB營銷要透明和誠信，各家平臺需要統一的運作標準，還得有第三方數據幫助廣告主把脈，否則很難說服廣告主，因此說，在上述幾個環節之後還需要有一個環節就是效果評估，即怎樣證明競價得到的流量是有價值的，而這是一個需要通過大量的數據運算和模型才能做好的事情。
The US web site is clean, and the rules of the advertising posts are simple, with an ad amounting to twenty-three ideas, but China has nearly a thousand advertising slots, and the size of each ad is changing. Second, the RTB chain needs to be successfully turned around, , AdExchange~, the DSP platform and the advertiser’s four major festivals. The whole chain needs to be put in place, first of all, to build the most important AdExchange platform, so that the DSP can be useful, so that the DSP’s %93’tele= ‘media’ is not a good flow. 所以說，如果真的想讓RTB模式在中國普及實現中國本土化首先就需要整理國內的網站，使廣告位尺寸儘量統一，這樣才能真正意義上的具備RTB模式發展的要求。其次就是需要建立一個完整並且足夠流量資源的AdExchange平臺，如果沒有AdExchange平臺，其他的平臺就不能接入到整個運作流程，並且沒有足夠的流量也不能完全體現出RTB模式的優勢，不能讓廣告主滿意，從而影響其在以後的發展。這些因素都具備之後，還需要技術方面的支持，也就是DSP平臺。一個符合RTB模式的DSP平臺需要具備很強的運算速度，並且需要一個足夠的資料庫，在國內互聯網開放程度低，數據分析非常困難。所以，DSP平臺必須解決這些問題，收集到足夠的數據以提供給廣告主進行用戶定位。
So if we really want the RTB model to be universalized in China, then we need to start by collating the web site within the country so that the advertising space can be as large as possible. The second is the need for a complete and sufficient flow of resources for the development of the RTB model. The second is the need to build a complete RTB platform. A RTB-compliant `DSP' = 90% "B" %2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2%2% 1.巨集觀發展策略
1. Magnetic development strategy 根據群邑的一項訶研報告：全球廣告主正在將更多的資金投入到互聯網媒體廣告中。預測20l3年全球網路廣告支出將會達到1，135億美元，相比去年同期增長14．6％，占據21％以上的廣告總預算。北美市場中網路廣告支出估計為428億美元，排在第一位；然後是亞太地區，為368億美元；西歐則為$266億美元。在美國，2012年的網路展示廣告開支約189億美元，2013年預計將上升到2l1億美元。並且搜索廣告增長略小些，預計將由去年的166億上升至186億美元。但RTB模式網路廣告支出則增長速率較高。
According to a study by , global advertisers are investing more money in Internet media. According to a report by , an increase of 14.6% over the same period last year, accounting for more than 21% of the total. 從這個報告中我們可以看到，廣告主在網路廣告上的投入正在高速增長，可以看出廣告主對網路廣告的關註也在不斷的提升。同樣，在國內的網路廣告環境也是一樣在不斷的提升，比如在2012年第一季度中國的網路廣告支出仍保持著43．7％的增長速率。RTB模式的廣告在這種廣告環境下誕生併發展，就像現在社會中的8O後和90後一樣，其具有自己獨有的特點，RTB帶著那些自己獨有的特點在現在這個廣告環境下不斷適應，不斷成長。同樣，就像80)~90後一樣，其正在被社會所逐漸認同、接受。RTB模式的發展之快可能是之前沒有人能想到的，但是在RTB!陝速發展的同時，企業不能忘記在其中尋找漏洞，因為沒有一項技術是完美無缺的。RTB在國內的發展也是一樣，企業不能盲目的從國外直接將這種模式扒過來披在國內網路廣告的身上。因為每一個國家的互聯網發展現狀是不同的，就像把一個成人的外衣披在一個嬰兒身上一樣，嬰兒穿著是不會合身的，除非等嬰兒長大之後可能會合身的。所以說，在國內的RTB模式高速發展的時候，我們需要對其不斷更新，找到真正屬於中國的RTB模式，這樣我們才能更好的利用這一模式，讓這一模式可以在中國廣告業發揮到極致。
As we can see from this report, the investment of the RTB model in the Internet ads is growing at a very high rate, as is the case now in society after 8O and after 90, and the RTB, with its own unique features now at technologies are no longer available. 2.微觀發展策略
2. Micro-development strategy 在整個良好的巨集觀環境下，RTB模式的廣告營銷模式在國內的發展可以說是勢不可擋。但是媒體行業和廣告主怎樣才能把握好這種模式的運用是一個很大的問題。
The growth of the RTB-style marketing model in the country can be described as overwhelming under the whole good environment. But how the media industry and advertisers manage the operation of this model is a big question. 現在國內專註於RTB模式的媒體行業競爭的非常激烈，在這種激烈的競爭下，就要看誰的哪家企業的服務更具有優勢。這種優勢主要是看其在RTB模式整個產業鏈中的優勢。因為國內的RTB模式的發展狀況與美國不同，國內的企業並沒有像美國一樣每家公司都專註於整個產業鏈中的某一要素去做，而是把幾個要素結合在一起去做，這樣就需要更多資金以及人力的投入，技術上的要求也有相應的提高，因此在國內的RTB模式的發展競爭更加的激烈。
This advantage depends mainly on its advantages in the whole chain of the RBB model. Because the development of the RBB model is different from that of the United States, domestic firms do not focus on one element of the entire chain, as in the United States, but rather on a combination of several elements, which require additional financial and human inputs, and technical requirements that are commensurately enhanced. This is why the RBB model in the country is becoming more competitive. 國內的企業間存在著激烈的競爭，但如果想把國內的RTB模式發揮出最大的作用，企業間就需要合作。就像文中提到過的，國內的網路廣告規格種類太多，使得RTB模式操作起來變得非常複雜，本身一則廣告，但可能需要上千個廣告創意，而在美國，只需要做二三十個就可以了。所以說國內的企業間應該聯合起來對國內的互聯網廣告進行整頓，製作出國內統一的RTB廣告標準，使RTB模式可以更快更好的發揮其作用。
There are fierce competitions among domestic firms, but there is a need for collaboration between firms if they are to maximize the impact of the RBB model in the country. As mentioned in the paper, the network advertising system in the country is too diverse, making the RBB model very complex to operate in itself, but it may require thousands of . 相對於互聯網媒體的廣告主來說，面對RTB這種新型的網路廣告營銷模式的壓力可能會小一些。因為廣告主只需要看他所投放的廣告是否符合預期的效果就可以了。但是，相信每一個廣告主都不會去打一場沒有把握的仗，拿著大量的資金去試探這種模式的效果。所以說廣告主在選擇RTB模式的廣告時也需要註意一些問題。比如我對軒轅傳媒的網路媒介經理的採訪中，他就曾表示過現在國內的RTB形式的廣告位大多都是剩餘流量或者邊角流量，這些流量都是互聯網媒體中的一些很難賣出去的廣告位或者是一些本身價格就很低的廣告位，然而這些廣告位可以通過RTB模式的營銷方式可以為企業帶來更多地經濟效益。所以，廣告主在投放RTB模式的廣告時就需要考慮這種邊角廣告是否會影響到企業形象等問題。比如：一位廣告主是做汽車的，以前投放的廣告全是像新浪這樣具有一定地位的網站首頁廣告，但是一天受眾突然在一個不起眼的網站中看到了這位廣告主所投放的廣告，這樣很有可能會使受眾感到這家公司現在沒落了，開始做這種廣告了。這雖說是一種假設，但是這種事情未必就不會出現，所以廣告主在投放RTB模式的廣告時需要多加思考。
當然，既然在投放RTB模式的廣告時會出現這些問題，廣告主就應該想好對策，解決這些問題。在當下，國內RTB模式的發展現狀大家已經從文中有所瞭解，所以廣告主在投放RTB模式的網路廣告時需要註意，千萬不要被這些邊角的廣告位所困住，只投入這一種，勢必會影響到公司投放廣告的公信力以及公司的企業形象。所以，在投放RTB模式廣告的同時，我們也需要投一些熱門的廣告位，這樣才能不被社會輿論抓住把柄進行宣傳，使公司可以在具備公信力和良好的企業形象通過RTB模式獲得有效的目標受眾。
Of course, since these problems arise when the RBB model is advertised, the advertisers should think about how to deal with them. In this case, the development of the RTB model in the country is already well understood. So the advertisers need to be careful not to be trapped in the ads on the side of the border, which will necessarily affect the company's credibility when the RBB model is advertised and the company . So, at the same time as the RTB model is launched, we also need to put in a number of hot spots that will not be captured by society, so that the company will be able to make a public announcement of 4%B8%B2%B2%B2%D2%E2%Eb/C2%E2%Eb/Ew%Eb/Ew%Ew%Eb/Ew%Eb/Ew%Ew%Eb/Ew%Ew%E. 在廣告主投放了RTB模式的廣告之後，一定要做的就是效果評估。因為通過效果評估廣告主可以得出這種模式的廣告在相同的投資後是否比其他的互聯網廣告銷售形勢更占據優勢。才能決定是否在以後的廣告預算中增加在RTB模式廣告上的投入。
After the announcement of the RBB model, it is important to evaluate its impact. It is clear from the impact evaluation that advertisements for this model have a greater advantage than other Internet ads after the same investment. It is possible to decide whether to increase the input into the RBB model campaign in the future
1、RTB廣告投放適合什麼行業？
1, what's the right business for an RTB ad? RTB是利用實時競價的方式購買展示廣告，廣告主可根據廣告交易平臺所提供的數據，包括到訪問者來自的網站及地區等，來決定是否競投該廣告展示及設定出價。由於RTB可大幅提升投放的精準度，因此所有對廣告的真實效果有追求的行業都適合RTB。
RTB uses a real-time competition to purchase a demonstration announcement that the advertiser can determine whether to bid for the advertisement and set the price based on data from , including websites and locations from interviewers. Since RRTB can significantly increase the accuracy of the offer, all businesses that pursue the real impact of the advertisement are suitable for RTB. 2、RTB廣告投放有最低的預算要求嗎？
Do you have the lowest budgetary requirements for 2, RBB ads? 理論上可以沒有。但是為了追求一定的效果，確實需要投入一定的預算，例如幾萬元人民幣，進行最初的測試。同PPC廣告類似，RTB廣告隨著不斷優化，效果將越來越好。初期一定的投入是必要的。
There may be no theory. But in order to achieve a certain result, there is a need to invest some budget, such as tens of thousands of yuan, in the initial tests. With , RBB ads will be better and better. 3、如果我希望用RTB投放廣告，我應該怎樣開始呢？
3, how do I start if I want to put an ad in RRT? 由於只有RTB能夠在DSP平臺上進行競投，廣告主可以與擁有或者接入DSP的廣告代理合作，尤其是那些對你所屬行業有相當程度瞭解的廣告代理，因為要充分利用RTB必須預先對各項營銷的數據進行分析。
Since only RTB can compete on the platform, advertisers can work with advertising agents who own or have access to the DSP, especially those with a high level of knowledge of your business, because full use of RTB requires an analysis of sales data in advance. 4、RTB廣告投放與一般展示廣告投放有何分別？
What's the difference between 4, RTB advertising and general display advertising? 在技術層面，RTB最大的區別在於所有的廣告都是透過“競價”而購買的。簡單而言，如果你希望在用戶A眼前展示廣告，而剛好另一家廣告主也同樣鎖定用戶A，那麼你們實際上需要“競價”。你可能為這個展示出價0.05元，而另一家廣告主可能出價0.04元，那麼你的廣告將被展示，你需要付出的費用通常並不是0.05元，而是比第二位出價高一點點的價錢。在這個例子中，你的需要為這個展示付出的實際價格可能是0.041元。
At the technical level, the biggest difference between RTB and all commercials is that they are purchased through a "competitive" price. Simply put, if you want to show an ad in front of user A, and just as well another advertiser locks user A in the same way, you actually need a "competitive" price. You may offer 0.05 dollars for this demonstration, while another advertiser may offer 0.04 dollars, then your ad will be shown that the cost you have to pay is not usually 0.05 dollars, but a little more than the second. In this example, the real price you need to pay for this demonstration may be 0.041 dollars. 5、廣告交易平臺(ad exchange)與廣告網路(ad network)之間有何分別？
5, what's the difference between ad exchange and ad network? 廣告交易平臺與廣告網路，同樣可以簡單理解為聚合了眾多媒體網站(publishers)與廣告主的交易市場，但是它們之間有著很大的分別。
The ad-trading platform and the advertising network can also be easily understood as bringing together the public media sites (publishers) and the advertisers' trading market, but there is a great difference between them. 隨著網站媒體數量倍增而且碎片化嚴重，廣告網路主要為大型門戶網站銷售大量剩餘的廣告位置、或者聚合眾多小型網站併為它們出售廣告位置。廣告交易涉及三方組織，包括媒體網站(賣方)、廣告網路(中介人)和廣告主(買方) 。廣告網路在投放的過程中﹐即使效果未如理想﹐也無辦法隨時變更﹐造成預算的浪費。
As the number of websites is multiplied and fragmented, the advertising network is dominated by the large /a>, which sells a large number of remaining advertising places, or by the amalgamation of a large number of small websites. The advertising deal involves tripartite organizations, including media websites (sellers), advertising networks (intermediators) and 當網路廣告技術愈漸成熟, 為了更精準的把廣告主的信息投遞給目標受眾，廣告交易平臺作為一個完全透明、全自動、實時競投的技術平臺順應而生，讓買賣雙方在平臺上作出即時競價交易。在廣告交易的過程中，廣告交易平臺，並非一個中介人，而只是作為一個協作平臺，讓多方組織在上方進行交易買賣，而重點是在廣告交易平臺上所買賣的並非廣告位置，而是訪客，廣告主可在交易前評估每一個訪客的“質量”﹐然後進行出價﹐實現預算零浪費。
When online ad ad ad ad , 廣告表現遠超於一般展示廣告，但是RTB絕對不是任何廣告主都應該投放的渠道。廣告主必須瞭解各個廣告渠道的特性與相互間的作用力，並作出有效的預算分配，以求擴大受眾覆蓋、同時提高定位精準度，實現廣告效果的最大化。
Although the ad much more than 7、國內有哪些廣告交易平臺？
7, what are the advertising and trading platforms in the country? 國內主要的廣告交易平臺包括谷歌DoubleClick、淘寶Tanx、百度等，也有一些小型的廣告交易平臺，只專註銷售單一網站上的用戶，如Adsvana便只專註為鳳凰網構建交易平臺，而騰訊也宣佈要把部分的廣告流量使用RTB的方式售賣。
The country’s main advertising and trading platforms include Google DoubleClick, Booby Tanx, Pepsi, and others. There are also small advertising and trading platforms that focus exclusively on users on a single website, such as Adsvana, which is dedicated only to the development of a trading platform for the aphids, and the announcement that part of the advertising traffic will be sold in the form of RTB. 8、它們又有啥分別？
What's the difference between them? 專註於較少量網站的交易平臺，如上列所提及的媒體一般質量較佳或人群覆蓋度占優。投放在這個平臺，廣告主能以最少的時間接觸到所指定的目標受眾。
A trading platform dedicated to a smaller number of sites, such as the media mentioned above, is generally of better quality or has better crowd coverage. 9、使用RTB廣告投放，廣告會在哪裡出現？我可不希望我家的品牌廣告在奇怪網站上出現。
9. Where will the ads appear? I don't want my 大部分的廣告交易平臺皆提供「品牌安全」(Brand Safety)的功能，以確保你的廣告只在你同意的網站(publisher)上出現，這與Google的AdSense廣告是類似的。
Most advertising counters provide " functions to ensure that your ads only appear on the website you agreed (publisher), which is similar to Google's AdSense. 10、如果我的RTB投放不理想，可能出錯的原因在哪裡？
10, what could be the reason for the error if my RTB is not ideal? 涉及到很多方面，和PPC投放效果不理想可能的原因是類似的。
There are many aspects involved, and the reasons for the poor performance of the PPC are similar. 首先，可能你投放的時間還很短，並沒有優化到足夠合理的程度。其次，你的投放定位可能有問題﹐你欠缺了專業的數據分析師為你的業務度身訂造一套有效的投放策略。
First, it may be that your investment is short and not sufficiently good. Second, your placement location may be problematic, and you lack a professional data analyst has set up an effective investment strategy for your business. 或者是因為沒有在廣告或網站上安裝追蹤代碼。RTB需要大量的數據，來計算每一次廣告展示的競投價格，在過程中，所涉及的因素上百過千，像網站類型、廣告大小、形狀、用戶特征等，沒有足夠的數據，RTB 並沒有可能發揮最佳的優化效果。
Or because no trace code has been installed on the ad or website. RBB needs a lot of data to calculate the competitive price for each commercial display, and in the process it involves hundreds of factors, such as website type, advertising size, shape, user characteristics, etc., that do not have enough data, and RBB does not have the best possible advantages. 也有可能是RTB服務商能夠提供的publisher資源與你的廣告受眾並不匹配。又或者是因為最簡單的理由，你的創意形式不夠動人。
It may also be that the RTB service provider can provide a publisher resource that does not match your . Or, for the simplest reason, your creative form is not enough.
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