Dominating the Digital Advertising Ecosystem: Unveiling the Pre-Landing Reign
Explore the evolution of media buying, tracing its path from traditional direct-sold ads to the present digital advertising landscape.
Programmatic Advertising Transaction Process
In our previous publication, we provided an overview of the supply chain within the digital advertising ecosystem. In continuation, this article aims to deepen your understanding by presenting additional background knowledge and relevant terminology. Before delving into the specifics, we will first explore the evolution of media buying, tracing its path from traditional direct-sold ads to the present digital advertising landscape.
One of the significant advantages of programmatic advertising lies in its automated transaction process, which streamlines deal-making and facilitates performance tracking for both advertisers and publishers. Programmatic advertising is characterized by real-time bidding and dynamic eCPM (effective cost per mille), features that effectively reduce the need for manual interventions. Let us now examine the comprehensive transaction process in detail:
- When a user browses the web, the Ad Tag, represented by JavaScript code, is activated on the Publisher’s website.
- This Ad Tag has the capability to access audience data from the Data Management Platform (DMP) and subsequently relay this information to the Ad Server to retrieve suitable creatives.
- Following the process, the creative content is rendered and displayed on the website for the user to view.
- Meanwhile, beacons, which are performance-measuring tools, are transmitted to their respective ad networks.
- Subsequently, the Supply-Side Platform (SSP) evaluates the performance based on the received beacons, while the Demand-Side Platform (DSP) and ad networks continue to dynamically adjust their bidding behavior in response to the performance data.
Terminology
Campaign Objectives
The paramount advantage of real-time bidding resides in its capacity to empower advertisers with judicious budget allocation and dynamic bid request adjustments. Leveraging cutting-edge AI technologies, including machine learning algorithms and deep learning algorithms, enhances the feasibility of ad selection. In conceptualizing the bidder as a server-side programming entity, it is essential to recognize that the actual bidding logic may exhibit slight variations contingent on the specific design employed by each provider.
As a consequence, bidder types may differ based on the pursued objective, typically encompassing the following categories:
Achieve Better Results
Let us help you optimize performance and unlock more value from every media dollar.
落地前的正確姿勢 – 數位廣告生態圈的名詞解釋與規則
本篇讓你了解更多數位廣告生態圈的知識背景與詞彙。
程序化廣告交易流程程序化廣告交易流程
上一篇(AI驅動已久的的數位廣告生態圈 — DSP、DMP、SSP到底是什麼?)已經介紹整個數位廣告生態圈的供應鏈，本篇會幫助你了解更多知識背景與詞彙，在上路前先複習一下廣告的歷史演進，從先前的直售廣告(Direct-Sold)到現今數位廣告，而能透過程式自動進行交易的便屬於數位廣告，更便於廣告主(Advertiser)、出版商(Publisher)追蹤成效。而當中最新的程序化廣告最大特色莫過於以下幾點：即時競價、採動態出價(eCPM)、減少人為操作，以下也可了解整個交易的大致流程：
- 當用戶載入網頁時，於Publisher網站所埋入的Ad Tag會被觸發
- Ad Tag可結合DMP的受眾資料傳送至Ad Server取得合適的creative
- 而creative經渲染後會以可被看見的廣告格式呈現於網站
- 當中帶有追蹤成效用的beacon，會再發送給各自的聯播網
- 此時，SSP端則會依照收到的統計成效出帳，而DSP以及聯播網則會持續修正出價行為
產業用語
競價類型
實時競價最大的好處就在於，可以合理分配自己的預算，並在出價後根據收回的成效，使用AI技術的 機器學習演算法或是深度學習演算法 會再即時調整出價，在廣告選擇上顯得相對彈性。而bidder可以想像成是一個位於伺服器端的程式，實際的競價邏輯會根據各家設計而稍有不同，基本上出價類型可分為以下：
精準受眾，獲得更好的廣告成效