Yav dhau los, tso tawm kev tshaj tawm yog txoj hauv kev zoo tshaj plaws ntawm kev tshaj tawm. RTB-technology tau dhau los ua qhov tseem ceeb tshiab hauv kev txhim kho kev lag luam hauv Is Taws Nem. Xyoo 2008 tau dhau los ua kev tawm tsam, thaum yav dhau los "kev muag khoom" kev yuav khoom ntawm qhov chaw tshaj tawm tau pib hloov los ntawm "khoom muag" system. Txhua qhov chaw tshaj tawm tau yuav thiab muag hauv lub sijhawm tiag tiag siv qhov kev sib tw. RTB - Real Time Bidding - yog lub npe ntawm xws li kev yuav thiab muag.
RTB kev tshaj tawm - tswvyim
RTB kev tshaj tawm yog kev tshaj tawm hauv online tshiab uas ua haujlwm raws li lub hauv paus ntsiab lus ntawm kev sib tw tshaj tawm hauv lub sijhawm. Qhov txawv yog tias qhov kev tshaj tawm no yog tsom rau cov neeg tuaj saib lub hom phiaj, thiab tsis yog ntawm kev yuav khoom ntawm qhov chaw tshaj tawm ntawm qhov chaw. Thaum tus neeg siv mus ntsib cov peev txheej xaiv, rtb system ua qhov kev sib tw tam sim. Txhua rtb ad impression yog txhiv hauv ib feem ntawm ib tug thib ob. Tom qab ntawd, qhov txiaj ntsig zoo tshaj plaws ntawm cov neeg siv khoom tshwm sim ua ntej lub qhov muag ntawm tus neeg siv. Raws li auction sellersplatforms ntawm advertizing networks ua. Lawv yuav tsum muaj rtb impressions enabled.
Tus neeg siv tus lej
Browsers, social media accounts, mobile platforms, thiab lwm yam yog siv los txheeb xyuas tus neeg siv. Tus neeg siv raug hu ua lub hom phiaj yog tias nws ua tiav raws li qhov xav tau ntawm tus tshaj tawm. Nyob rau tib lub sijhawm, tus kheej cov ntaub ntawv hais txog nws tseem tsis pub lwm tus paub. Kev xaiv ntawm cov neeg tuaj saib lub hom phiaj (targeting) tshwm sim nyob rau hauv lub hauv paus ntawm anonymous neeg siv profiles muab los ntawm DMP. Los ntawm qhov pom ntawm tus tshaj tawm, nws yog rtb-kev tshaj tawm uas tau nce kev ua haujlwm zoo. Yuav ua li cas cov txheej txheem auction zoo li yuav tau tham hauv qab no.
RTB ua haujlwm li cas
RTB tshaj tawm yog qhov system uas tso cai rau tus muag khoom thiab tus neeg yuav khoom sib txuas lus yooj yim dua. Tus neeg siv tau txais qhov tsim nyog tshaj tawm, thiab tus neeg muag khoom nce kev ua tau zoo ntawm lawv cov kev tshaj tawm. Thaum tus neeg siv tab tom thauj cov nplooj ntawv web, RTB system ua qhov kev sib tw tiag tiag. DSP systems (lawv sawv cev rau qhov nyiam ntawm cov neeg tshaj tawm) txiav txim siab tus nqi ntawm qhov kev xav thiab tso qhov kev sib tw. Tom qab qhov kawg ntawm qhov kev sib tw, tus neeg tshaj tawm raug xaiv, thiab tus neeg tuaj saib lub vev xaib yuav raug qhia raws nraim nws rtb-kev tshaj tawm. Yandex, piv txwv li, muab nws lub network tshaj tawm rau hom kev tshaj tawm cov khoom lag luam.
Pib auction
Kev sib tw pib thaum tus neeg siv pib thauj khoom ntawm nplooj ntawv web hauv lawv qhov browser. Nplooj ntawv no muaj ib qho ad thaiv. Tom ntej no, rtb-pauv xa cov ntaub ntawv rau lub peev xwmbuyers txog qhov chaw tshaj tawm. Nws kuj qhia koj qhov luaj li cas, qhov chaw ntawm lub ad unit, thiab hom ntawv tshaj tawm. Tom ntej no, tus cim ntawm tus neeg siv uas nws lub vev xaib yuav raug xa mus. DSP cov neeg yuav khoom xyuas cov ntaub ntawv no thiab ntsuas cov peev txheej. Kev sib tw rau qhov chaw no tau pib. Raws li qhov loj ntawm kev twv txiaj, RTB pauv txiav txim siab tus yeej. Lub auction kav ntev li ntawm 100 milliseconds. Qhov kev twv siab tshaj plaws tau txais qhov chaw rau tus chij, thiab nws tshwm rau ntawm tus neeg siv nplooj ntawv.
Qhov zoo ntawm cov cuab yeej tshiab
RTB kev tshaj tawm yog cov txiaj ntsig zoo rau cov tshaj tawm, cov neeg siv thiab qhov chaw.
rau cov tshaj tawm
- Tim phiaj yog qhov tseeb dua vim muaj peev xwm siv koj tus kheej cov qauv. Qhov no txo cov kev xav "tsis ua haujlwm".
- Tus tshaj tawm txiav txim siab tus nqi ntawm txhua qhov kev xav tsis yog yuav ntau ntawm ib tus nqi.
- Lub thev naus laus zis pab qhia cov neeg siv, raws li nws nyiam thiab cov yam ntxwv, tus cim tshwj xeeb.
- Kev siv kev tsim kho tshiab nce kev tshaj tawm cov nyiaj tau los ntawm qhov chaw.
- RTB txhawb kev tshaj tawm ib txwm muaj. Nws muaj peev xwm los teeb tsa qhov kev sib tw yam tsawg kawg nkaus, hauv qab no uas qhov kev xav yuav tsis raug muag. Hauv qhov no, kev tshaj tawm hauv daim ntawv ib txwm yuav tshwm sim.
rau tus neeg siv
- Less tshaj tawm.
- Kev tshaj tawm muaj feem cuam tshuam rau qhov nyiam ntawm cov neeg siv, ua ntau nthuav thiab tsis txaus siab.
rau rtb platforms
- Kev siv kev tsim kho tshiab nce kev tshaj tawm cov nyiaj tau los ntawm qhov chaw.
- RTB tsis hloov pauv qhov kev tshaj tawm li ib txwm, yog tias qhov kev sib tw ua tsis tiav, cov neeg siv pom cov ntawv tshaj tawm. Raws li tau hais los saum toj no, qhov kev xav tsis raug muag tshwj tsis yog nws tau twv siab tshaj tus nqi qis kawg nkaus.
RTB system
RTB kev tshaj tawm yog ib qho system uas xav tau kev paub txog cov lus siv los ua haujlwm nrog. Cov ntsiab lus hauv qab no yog siv hauv qhov system:
- Demand Side Platfrom (DSP) yog lub platform uas cov neeg tshaj tawm ua haujlwm nrog. Lub platform nws tus kheej tsis muaj qhov cuam tshuam, nws tshwm sim thaum siv DSP add-ons.
- Sell-Side Platform (SSP) yog cov tuam txhab muag qhov chaw tshaj tawm.
- Ad Exchanges thiab Ad Networks - kev sib pauv lossis kev sib txuas rau kev tshaj tawm, lawv muab kev sib cuam tshuam ntawm cov chaw thiab cov tshaj tawm.
- Data Management Platform (DMP lossis Data Partners) - cov chaw muab kev pabcuam ntawm cov vev xaib ntawm cov neeg siv Is Taws Nem uas tau siv los tsom qhov raug.
- Trading Desk yog DSP add-on uas tso cai rau koj tswj hwm kev yuav khoom tau txais.
- DCOP yog lub platform muaj tswv yim uas pab nrog kev tsim banner.
- Ad Verification & Brand Protection - lub kaw lus rau kev txheeb xyuas tom qab ntawm cov chaw tshaj tawm, nrog rau kev tiv thaiv hom.
- Analytics yog cov cuab yeej txheeb cais uas pab taug qab cov neeg siv khoom hauv lub vev xaib.
