RTB（RealTime Bidding）淺談實時競價

實時競價提高效果與投資回報

RTB

（RealTime Bidding）實時競價，是一種利用第三方技術，在數以百萬計的網站上針對每一個用戶展示行為進行評估以及出價的競價技術。與大量購買投放頻次不同，實時競價規避了無效的受眾接觸，反而主要針對有意義的用戶進行購買。它的核心是DSP平台（需求方平台）。RTB對於媒體來說，可以帶來更多的廣告銷量，實現銷售過程自動化，以及減低各項費用的支出。對於廣告商和代理公司來說，最直接的好處就是提高了效果與投資回報率。

原理

RTB並不是新鮮事物，Real Time Bidding（即時競價）在廣告行業中早已耳熟能詳。 傳統的互聯網廣告生態鏈一般最多只有三方，分別是廣告主、廣告代理商以及互聯網媒體。

而在RTB廣告交易模式中，原有的廣告生態鏈已發生了變化，整個生態鏈包括廣告主、DSP、廣告交易平台以及互聯網媒體四個主體。廣告主將自己的廣告需求放到DSP平台上，互聯網媒體將自己的廣告流量資源放到廣告交易平台上，DSP則通過與廣告交易平台的技術，對接完成競價購買。

因此，當用戶訪問一個網站時，SSP即向Ad Exchange廣告交易平台發送用戶訪問訊號，隨後廣告位的具體信息則會經過DMP的分析匹配後發送給DSP，DSP再將對此進行競價，價高者會獲得這個廣告展現機會，並被目標用戶看到再。這過程從開始競價到完成投放，一系列的運作僅需100毫秒，而且全部依托機器完成。

新的營銷手段

RTB是一種技術為王的精準營銷手段且。當一個用戶在全網瀏覽過某種商品，或點擊過特殊類目的廣告後，其瀏覽痕跡都會通過cookie記錄在案。而通過廣告交易平台，你在下一次瀏覽網頁的時候，將會被推送符合閣下偏好的廣告。 RTB相關技術不斷發展，使系統自身便能實現更好的精準營銷，讓投放的廣告更精準更有價值。

Real Time Bidding

Increasing Effect and Return on Investment (Real Time Bidding) is the bid auction technology using the third-party technology to evaluate millions of sites for each user behavior. Unlike the bulk purchase of advertisements, a real-time bid avoids reaching an invalid audience and makes a purchase for a meaningful user. Its core is based on the DSP platform (demand-side platform). RTB can bring more advertising sales and reduce the expenditure through automation. For advertisers and agencies, the most direct benefit is to improve the effectiveness and return on investment.

Principle

RTB is not new. Real Time Bidding in the advertising industry has long history. Traditional Internet advertising ecological chain generally involved only three parties, namely, advertisers, advertising agencies and the Internet media.

In the RTB ad trading mode, the original ecological chain of advertising has changed. The entire ecological chain, including four main bodies, namely, advertisers, DSP, ad exchange platform and the Internet media. Advertisers put their needs on the DSP platform. The Internet media will own advertising traffic resources into the ad exchange platform while DSP and ad exchange technology complete the purchase through the docking of the auction.

Therefore, when a user visits a website, the SSP sends the access signal to the Ad Exchange exchange. The specific information of the ad slot is then matched to the DMP and sent to the DSP. The DSP will choose the highest bidder and only the target user will see this ad. Computers can complete this auction process only at 100 milliseconds.

New marketing tools

RTB is a precised marketing process. When a user browse the network or a commodity, or click on a special category of advertising, the process will be recorded by cookie and through the ad exchange. Next time when you visit the page, you will feed with preferred advertisements. RTB technologies continue to make the system to achieve better precised marketing, so that delivery of advertising is more accurate and more valuable time by time.