[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"header-categories":3,"article-detail":62},["Reactive",4],[5,23,35,48],{"orderNumber":6,"withAd":7,"h1":8,"pid":9,"title":10,"type":11,"metaDescription":12,"content":13,"metaKeywords":14,"top":15,"modified":16,"id":6,"slug":17,"summary":18,"created":19,"count":20,"withTop":7,"parentId":9,"withMenu":15,"withRecommend":7,"metaTitle":21,"layerNumber":9,"siteId":9,"layerString":22},1,false,"互联网广告知识与变现指南",0,"广告小课堂","category","广告小课堂汇聚互联网广告行业动态与移动广告变现干货，覆盖开屏广告、广告SDK与投放策略，帮你掌握广告变现要点，实现收益稳步增长。般芸聚合科技。","客户案例分享","广告小课堂,互联网广告,广告变现,广告SDK,开屏广告",true,"2026-11-04 15:24:04","case","客户通过与我们合作，成功提升了品牌知名度并实现了营销显著增长。","2023-01-16 13:36:56",83,"广告小课堂 - 互联网广告知识 | 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般芸聚合科技",{"article":63,"alternate":90,"related":91,"latest":100},{"orderNumber":9,"showImage":64,"title":65,"metaDescription":66,"content":67,"metaKeywords":68,"withAllowSearch":15,"modified":69,"viewCount":70,"id":71,"lang":72,"slug":73,"summary":74,"thumbnail":64,"withHot":7,"withLeadNews":7,"author":75,"created":76,"withTop":7,"highlightContent":77,"userId":78,"highlightTitle":65,"commentStatus":7,"commentCount":9,"thumbnailToContent":15,"withRecommend":7,"metaTitle":79,"editMode":80,"siteId":9,"user":81,"status":88,"categoryId":89},"\u002Fattachment\u002F20230117\u002F6bbfd8a655294734b9522f7c67b5ace6.jpg","内容运营那些事——探索程序化广告新思路","深度解析程序化广告的核心内涵与运作流程，涵盖RTB实时竞价、DSP\u002FSSP平台及数据管理技术，帮助广告主提升投放效率与转化率，优化媒体资源流量利用率。了解广告效果衡量与归因方法，实现精准广告定向，降低广告浪费，助力营销效果最大化。","\u003Cp>程序化广告是打破广告网络之间的“信息孤岛”，将流量精准度、流量利用效率不断提高的广告交易模式。究竟是如何实现的呢？请看小般芸为大家讲解吧！\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"background-color:rgb(120,172,254);color:rgb(255,255,255);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">· 程序化广告的内涵 \u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>程序化广告(Programmatic Advertising)是指利用技术手段进行广告交易和管理。广告主可以程序化采购媒体资源，并利用算法和技术自动实现精准的目标受众定向，只把广告投放给对的人。媒体可以程序化售卖跨媒体、跨终端（电脑、手机、平板、互联网电视等）的媒体资源，并利用技术实现广告流量的分级，进行差异化定价。因此，程序化广告可以定义为：\u003C\u002Fp>\n\u003Cp>\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">1.以人为本的精准广告定向；\u003C\u002Fstrong>\u003Cbr>\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">2.媒体资源的自动化、数字化售卖与采购。\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"\u002Fattachment\u002F20230117\u002Fa82baa1fec074dd1a54b15ccb7746835.png\">\u003C\u002Fp>\n\u003Ch2 style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;color:rgb(34, 34, 34);font-family:-apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:2px;line-height:normal;margin:0px 0px 16px;max-width:100%;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:center;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"color:rgb(136,136,136);font-family:宋体;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">图片转自《一文说透程序化广告4个发展历程》\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"background-color:rgb(120,172,254);color:rgb(255,255,255);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">· 程序化广告的价值 \u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">相比靠人力进行媒介洽谈、广告管理和对广告进行无差别投放的传统广告而言，程序化广告的最大价值是为广告主和媒体带来了营销效率和广告效果的双提升。\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"\u002Fattachment\u002F20230117\u002F7b430cf86080434db7d31b228e9e5cd6.jpg\">\u003C\u002Fp>\n\u003Ch2 style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;color:rgb(34, 34, 34);font-family:-apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:2px;line-height:normal;margin:0px 0px 16px;max-width:100%;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:center;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"color:rgb(136,136,136);font-family:宋体;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">图片转自《一文说透程序化广告4个发展历程》\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;visibility:visible;\">1）广告主角度\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">效率——\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;visibility:visible;white-space:normal;widows:2;word-spacing:0px;\">提升媒介采购效率：传统方式下，媒介的采购都是通过人力联系各个媒介渠道进行价格谈判、排期、投放等，整个过程的成本高，并且不稳定、不可靠。程序化市场下，直接加入交易市场就可以采购海量媒体网站和移动应用等资源。\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">提升广告投放效率：传统方式下采购的媒体资源在广告活动中无法进行统一管理，而程序化广告通过整合的平台就可以实现针对跨媒体、跨终端等进行投放资源规划和效果跟踪。\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">效果——\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">提升广告投放效果：由于程序化广告已经从传统的购买媒体广告位转换到购买目标人群，使得广告的投放效果更加可控。减少广告浪费的同时，提升转化率，扩大覆盖面积。\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">缩短优化周期：实时竞价投放和实时优化的特性使得广告数据收集、分析和优化过程变得更简单、高效。\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">2）媒体角度\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">效率——\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">提升媒体资源售卖效率：媒体可以将资源接入交易市场，有需求的广告主、代理商和程序化广告平台能够直接在交易市场中购买各类资源，不需要再逐一谈判。\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:justify;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">效果——\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">提升流量利用率和用户体验：程序化广告关注的是每一次广告库存的销售，有效利用优质流量和长尾流量。基于人群的属性、兴趣等标签，媒体可以对不同流量给出不同售价，提升流量库存的收入。同时，相比传统地长期展示同一个广告，程序化广告更贴合每个用户的所需，因此网站的用户体验也会有所提升。\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"background-color:rgb(120,172,254);color:rgb(255,255,255);\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">\u003Cstrong style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;white-space:normal;\">· 程序化广告的流程 \u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">程序化广告的出现，对于广告主来说，我们的广告交易平台（ADX）提供DSP平台，广告主可以按照自己的标准（广告定位人群）和预算（广告预算及出价），通过RTB机制挑选和购买来自各种资源渠道的广告流量。\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">对于媒体平台，我们的ADX提供SSP平台，帮助媒体主进行流量分配管理、资源定价、广告请求筛选等，更好地进行媒体资源的定价和管理，优化营收。\u003C\u002Fp>\n\u003Cp style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;clear:both;color:rgb(34, 34, 34);font-family:system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:17px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:0.544px;margin:0px 0px 24px;max-width:100%;min-height:1em;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:2em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">随着技术的发展，现在有DMP（Data Management Platform，数据管理平台）、PCP（programmatic creative platform，程序化创意平台）、第三方监测公司等，总体都是技术应用层面的细化，来提高精准用户的获取，以及各环节转化率的提升。\u003C\u002Fp>\n\u003Cp>\u003Cimg src=\"\u002Fattachment\u002F20230117\u002Fee3060bf9bee4811b8cc3059071cfa12.png\">\u003C\u002Fp>\n\u003Ch2 style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;color:rgb(34, 34, 34);font-family:-apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:2px;line-height:normal;margin:0px 0px 16px;max-width:100%;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:center;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"color:rgb(136,136,136);font-family:宋体;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">图片转自《一文说透程序化广告4个发展历程》\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh2>\n\u003Ch2 style=\"-webkit-text-stroke-width:0px;background-color:rgb(255, 255, 255);box-sizing:border-box !important;color:rgb(34, 34, 34);font-family:-apple-system, system-ui, "Helvetica Neue", "PingFang SC", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif;font-size:16px;font-style:normal;font-variant-caps:normal;font-variant-ligatures:normal;font-weight:400;letter-spacing:2px;line-height:normal;margin:0px 0px 16px;max-width:100%;orphans:2;outline:0px;overflow-wrap:break-word !important;padding:0px;text-align:left;text-decoration-color:initial;text-decoration-style:initial;text-indent:0em;text-transform:none;white-space:normal;widows:2;word-spacing:0px;\">\u003Cspan style=\"color:rgb(136,136,136);font-family:宋体;font-size:13px;\">\u003Cspan style=\"box-sizing:border-box !important;margin:0px;max-width:100%;outline:0px;overflow-wrap:break-word !important;padding:0px;\">——转载《什么是程序化广告，广告效果如何衡量、归因？》\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fh2>","程序化广告, 广告主, 媒体资源, 精准广告定向, RTB, DSP, SSP, DMP, 广告效果衡量, 转化率提升, 流量利用率, 广告交易平台, 实时竞价, 程序化创意平台, 数据管理平台","2026-01-04 00:40:56",169442,18,"zh_CN","dsp","程序化广告是一种打破广告网络“信息孤岛”、提升流量精准度与利用效率的广告交易模式，核心是借助技术手段实现广告交易与管理。其内涵可概括为两方面：一是以人为本的精准广告定向，二是媒体资源的自动化、数字化售卖与采购。具体而言，广告主可通过程序化方式采购媒体资源，依托算法自动精准定向目标受众；媒体则能程序化售卖跨媒体、跨终端的资源，通过技术实现流量分级与差异化定价。 相较于传统广告依赖人力洽谈、无差别投放的模式，程序化广告的最大价值在于实现广告主与媒体营销效率和广告效果的双提升。对广告主而言，可显著提升媒介采购与广告投放效率，同时因转向购买目标人群，广告投放效果更可控，能减少浪费、提升转化率、扩大覆盖范围，且实时竞价与优化特性可缩短优化周期；对媒体而言，能提升资源售卖效率，还可有效利用优质及长尾流量，通过人群标签差异化定价提升收入，同时贴合用户需求的广告投放也能优化用户体验。 其交易流程中，广告交易平台（ADX）为广告主提供DSP平台，支持广告主按目标人群、预算及出价，通过RTB机制挑选购买各类渠道广告流量；为媒体提供SSP平台，助力媒体进行流量分配、资源定价、广告请求筛选等以优化营收。此外，DMP、PCP及第三方监测公司等技术应用的细化，进一步助力精准用户获取及各环节转化率提升。","香怡","2022-11-11 11:41:00","程序化广告是打破广告网络之间的“信息孤岛”，将流量精准度、流量利用效率不断提高的广告交易模式。究竟是如何实现的呢？请看小般芸为大家讲解吧！ · 程序化广告的内涵 程序化广告(Programmatic ...",7,"程序化广告：定义、流程与效果提升 | 精准投放与流量优化全解析","html",{"emailStatusOk":7,"statusLocked":7,"mobileStatusOk":7,"nickname":82,"statusReg":7,"id":78,"created":83,"sourceString":22,"avatar":84,"url":85,"statusOk":7,"detailUrl":86,"username":87},"admin","2023-01-16 18:02:03","\u002Fstatic\u002Fcommons\u002Fimg\u002Favatar.png","\u002Fuser\u002F7","\u002Fadmin\u002Fuser\u002Fdetail\u002F7","guott","normal","1",null,{"prev":92,"next":96},{"id":93,"slug":94,"title":95,"categoryId":6},19,"platform","选对广告聚合平台，助力发展商业蓝海",{"id":97,"slug":98,"title":99,"categoryId":6},17,"operation","内容运营那些事——品牌代运营服务新思路",[101,108,114,120],{"id":102,"slug":103,"title":104,"thumbnail":105,"createTime":106,"author":107,"categoryId":6},12552,"zhitong-sdk-double11","双十一流量来了，智通SDK也更新了！","\u002Fattachment\u002F20260924\u002F93ca582dca3f46ca8b4d57efc365bc92.png","2026-09-24 18:02:00","显微观察望京小王",{"id":109,"slug":110,"title":111,"thumbnail":112,"createTime":113,"author":82,"categoryId":6},10551,"splash-screen-ad-revenue-growth","“开屏广告没了”频上热搜？行业暴击之下，APP商业化变现的破局之道","\u002Fattachment\u002F20260627\u002F17bac8a513fc456ba628138048b8dd45.png","2026-06-27 22:28:00",{"id":115,"slug":116,"title":117,"thumbnail":118,"createTime":119,"author":75,"categoryId":6},220,"image2-ai-design-productivity-guide","不敢相信！Image 2 已经进化到这种地步了？","\u002Fattachment\u002F20260424\u002F584b651b3a9b4e379286fcddc7a2e725.jpg","2026-04-24 18:50:48",{"id":121,"slug":122,"title":123,"thumbnail":124,"createTime":125,"author":75,"categoryId":6},216,"2025-advertising-industry-report-china","我国广告产业收入突破2万亿元！","\u002Fattachment\u002F20260413\u002Fa0b68e953c5d4d668a4d5c93572ef188.jpg","2026-04-13 11:25:00"]