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Network\uff0c\u539f\u56e0\u5728\u4e8e\u5b83\u4eec\u603b\u6709\u4e00\u4e9b\u65e0\u6cd5\u5b8c\u5168\u9500\u552e\u51fa\u53bb\u7684\u8fb9\u8fb9\u89d2\u89d2\u7684\u957f\u5c3e\u5e7f\u544a\u4f4d\uff0c\u73b0\u5728\u7ec8\u4e8e\u6709\u4e86\u53d8\u73b0\u7684\u6e20\u9053\u4e86\u3002Ad Network\uff0c\u6700\u51fa\u540d\u7684\u5c31\u8981\u7b97Google\u7684AdSense\u4e86\uff08\u867d\u7136\u5e76\u4e0d\u975e\u5e38\u5178\u578b\uff09\uff0c\u4e2d\u56fd\u5219\u6709\u6613\u4f20\u5a92\uff08AdChina\uff09\u6216\u662f\u597d\u8036\uff08AllYes\uff09\u3002<\/p>\n<p>\u5bf9\u4e8eAd Network\uff0c\u6709\u4e00\u4ef6\u4e8b\u60c5\u662f\u6781\u4e3a\u91cd\u8981\u7684\uff0c\u4e0d\u4ec5\u4ec5\u5b83\u9700\u8981\u83b7\u5f97\u66f4\u591a\u7684publishers\u7684\u8ba4\u53ef\u548c\u52a0\u5165\uff0c\u540c\u6837\u8fd8\u9700\u8981\u8ba9\u5e7f\u544a\u4e3b\u89c9\u5f97\u5728\u5b83\u7684\u7f51\u7edc\u4e0a\u6240\u82b1\u7684\u94b1\u662f\u503c\u5f97\u7684\uff0c\u800c\u4e14\uff0c\u5b83\u81ea\u5df1\u8fd8\u8981\u80fd\u83b7\u5229\uff0c\u8fd9\u4f7f\u5982\u4f55\u8fdb\u884c\u5e7f\u544a\u7684\u5b9a\u4ef7\u53d8\u5f97\u6781\u5ea6\u91cd\u8981\u3002\u672c\u8d28\u4e0a\uff0cAd Network\u662f\u4e00\u4e2a\u8ba1\u7b97\u7cbe\u5bc6\u7684\u6570\u5b66\u6a21\u578b\u3002\u4f46Ad Network\u518d\u8ba1\u7b97\u7684\u518d\u7cbe\u5bc6\uff0cpublishers\u53ef\u80fd\u5fc3\u91cc\u90fd\u4f1a\u6709\u5fae\u8bcd\uff0c\u6bd5\u7adf\u5b9a\u4ef7\u6743\u4e0d\u638c\u63e1\u5728\u81ea\u5df1\u624b\u4e2d\u3002\u800c\u4e14\u968f\u7740\u4e00\u4e9b\u725bX\u7684Ad Network\u8d8a\u6765\u8d8a\u5927\uff0cpublishers\u7684\u8bdd\u8bed\u6743\u8d8a\u6765\u8d8a\u5c0f\u3002\u672c\u6765Ad Network\u53ea\u662f\u4e00\u4e2a\u4e2d\u4ecb\u800c\u5df2\uff0c\u7ed3\u679c\u4e2d\u4ecb\u63a7\u5236\u4e86\u6574\u4e2a\u5e02\u573a\uff0c\u5360\u4e86\u66f4\u5927\u5934\u7684\u597d\u5904\uff0c\u5374\u6ca1\u8ba9publishers\u5403\u5230\u5927\u9c7c\u5927\u8089\u3002\u53e6\u4e00\u65b9\u9762\uff0c\u5e7f\u544a\u4e3b\u5219\u53ef\u80fd\u62b1\u6028\uff0cAd Network\u63d0\u4f9b\u7684\u5e7f\u544a\u4f4d\u5927\u591a\u53ea\u662f\u957f\u5c3e\u6d41\u91cf\uff0c\u5e76\u4e0d\u662f\u90a3\u4e48\u597d\uff0c\u81ea\u5df1\u82b1\u4e86\u94b1\uff0c\u4f46\u662f\u83b7\u5f97\u7684\u6d41\u91cf\u5374\u4e0d\u7cbe\u51c6\uff0c\u83b7\u5f97\u7684audience\u4e0d\u591ftarget\u3002<\/p>\n<p>\u4e0d\u4ec5\u5982\u6b64\uff0c\u5e02\u573a\u4e0a\u5f80\u5f80\u4e0d\u6b62\u4e00\u4e2aAd Network\uff0c\u6709\u7684Ad Network\u6709\u90e8\u5206\u8d28\u91cf\u4e0d\u9519\u7684publishers\uff0c\u5374\u5356\u4e0d\u51fa\u53bb\uff0c\u56e0\u4e3a\u5b83\u624b\u4e0a\u7684\u5e7f\u544a\u4e3b\u8ddf\u8fd9\u4e9bpublishers\u4e0d\u591f\u5339\u914d\uff0c\u4e8e\u662f\u5b83\u628a\u8fd9\u4e9bpublishers\u7684\u5e7f\u544a\u4f4d\u53c8\u4ee5\u66f4\u4f4e\u7684\u4ef7\u683c\u5356\u4e2a\u53e6\u5916\u4e00\u4e2aAd Network\uff0c\u800c\u4e0b\u4e00\u4e2aAd Network\u53c8\u53ef\u80fd\u628a\u5b83\u4eec\u8f6c\u5356\u7ed9\u7b2c\u4e09\u4e2aAd Network\u3002\u8fd9\u4e2a\u5e02\u573a\u5f00\u59cb\u53d8\u5f97\u4e71\u54c4\u54c4\uff0c\u5e7f\u544a\u4e3b\u548c\u5a92\u4f53\uff08publishers\uff09\u4e4b\u95f4\u5f00\u59cb\u5939\u6742\u4e86\u6570\u91cf\u592a\u591a\u7684\u5404\u79cd\u201c\u4e2d\u4ecb\u201d\u3002\u5e7f\u544a\u4e3b\u72af\u6101\u4e86\uff0c\u672c\u6765\u4e00\u4e2aAd Network\u7684\u4e16\u754c\u5176\u5b9e\u633a\u7b80\u5355\uff0c\u4f46\u73b0\u5728\u904d\u5730\u90fd\u662f\uff0c\u826f\u83a0\u4e0d\u9f50\uff0c\u8be5\u9009\u62e9\u54ea\u4e00\u4e2a\uff1f\u5a92\u4f53\u4eec\u4e5f\u72af\u6101\u4e86\uff0c\u4e0d\u540cAd Network\u7684\u4ef7\u503c\u5404\u4e0d\u4e00\u6837\uff0c\u5e7f\u544a\u683c\u5f0f\u7684\u89c4\u8303\u4e5f\u4e0d\u4e00\u6837\uff0c\u5b9a\u4ef7\u4e0d\u540c\uff0c\u80cc\u540e\u7684\u5e7f\u544a\u4e3b\u8d28\u91cf\u4e5f\u4e0d\u540c\uff0c\u53c8\u8be5\u5982\u4f55\u53d6\u820d\uff1f<\/p>\n<p>\u672c\u6587\u7cfb<a href=\"http:\/\/www.chinawebanalytics.cn\/\">\u7f51\u7ad9\u5206\u6790\u5728\u4e2d\u56fd<\/a>\u00a0<a href=\"http:\/\/www.chinawebanalytics.cn\/about_author\/\">\u5b8b\u661f<\/a>\u00a0\u539f\u521b\u51fa\u54c1\uff0c\u5982\u9700\u8f6c\u8f7d\u8bf7\u8054\u7cfb\u4f5c\u8005<\/p>\n<p>\u65e2\u7136\u6709\u95ee\u9898\uff0c\u90a3\u4e48\u5c31\u4e00\u5b9a\u6709\u89e3\u51b3\u95ee\u9898\u7684\u5e02\u573a\u3002\u53c8\u4e00\u4e2a\u4e8b\u7269\u5e94\u8fd0\u800c\u751f\uff0c\u5b83\u7684\u540d\u5b57\u662fAd Exchange\uff0c\u4e2d\u6587\u53eb\u5e7f\u544a\u4ea4\u6362\u5e73\u53f0\u3002\u597d\u5bb6\u4f19\uff0c\u8fd9\u4e2a\u4e1c\u897f\u4e00\u51fa\u73b0\uff0c\u5c31\u8ba9\u4eba\u4eec\u7cca\u6d82\u7684\u98a0\u4e09\u5012\u56db\u3002\u73b0\u5728\u5f88\u591a\u4eba\u5176\u5b9e\u5e76\u4e0d\u61c2\u5f97Ad Network\u548cAd Exchange\u7684\u533a\u522b\uff0c\u4f46\u5b9e\u9645\u4e0a\u5b83\u4eec\u662f\u5b8c\u5168\u4e0d\u540c\u7684\u4e1c\u897f\u3002<\/p>\n<p><a href=\"http:\/\/www.chinawebanalytics.cn\/wp-content\/uploads\/2014\/10\/network-and-exchange.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-4966\" src=\"http:\/\/www.chinawebanalytics.cn\/wp-content\/uploads\/2014\/10\/network-and-exchange.png\" alt=\"network-and-exchange\" width=\"542\" height=\"250\" \/><\/a><\/p>\n<p>\u4e0eAd Network\u8054\u5408publishers\u4e0d\u540c\uff0cAd Exchange\u4e0d\u4ec5\u4ec5\u8054\u5408publishers\uff0c\u5b83\u540c\u6837\u628aAd Network\u8054\u5408\u8d77\u6765\uff0c\u8fd9\u4e9b\u62e5\u6709\u5e7f\u544a\u4f4d\u7684\uff0c\u88ab\u7edf\u4e00\u7528\u201c\u4f9b\u5e94\u65b9\u201d\uff08supply side\uff09\u4e00\u8bcd\u6765\u6307\u4ee3\u3002Ad Exchange\u4e3a\u8fd9\u4e9b\u4f9b\u5e94\u65b9\u63d0\u4f9b\u4e86\u4e00\u4e2a\u7528\u4e8e\u5c55\u793a\u81ea\u5df1\u7684\u8d44\u4ea7\uff08\u5373\u5e7f\u544a\u4f4d\uff09\u7684\u754c\u9762\uff0c\u5927\u5bb6\u81ea\u5df1\u5f80\u4e0a\u767b\u5c31\u597d\u4e86\u3002\u5e7f\u544a\u4e3b\u4e00\u770b\uff0c\u8fd9\u6837\u633a\u597d\uff0c\u4ee5\u524d\u8981\u8ddf\u5f88\u591aAd Network\u6253\u4ea4\u9053\uff0c\u73b0\u5728\u53ea\u8981\u8ddf\u4e00\u4e2aAd Exchange\u6253\u4ea4\u9053\u5c31\u597d\u4e86\uff0c\u800c\u4e14\u9700\u8981\u4ec0\u4e48\u4f4d\u7f6e\uff0c\u6211\u81ea\u5df1\u53ef\u4ee5\u9009\u62e9\u3002\u4e0d\u8fc7\uff0c\u9664\u4e86\u5e7f\u544a\u4e3b\u81ea\u5df1\uff0c\u5e7f\u544a\u4e3b\u7684\u5e7f\u544a\u4e1a\u52a1\u4ee3\u7406\u4eba\u4e5f\u662f\u8fd9\u4e2aAd Exchange\u7684\u9700\u6c42\u65b9\uff0c\u751a\u81f3\uff0c\u5927\u5bb6\u53ef\u80fd\u6ca1\u6709\u60f3\u5230\uff0cAd Network\u81ea\u5df1\u4e5f\u540c\u6837\u53ef\u80fd\u662fAd Exchange\u7684\u9700\u6c42\u65b9\u3002\u8fd9\u4e0d\u96be\u7406\u89e3\uff0c\u56e0\u4e3aAd Network\u4e3a\u4e86\u4e30\u5bcc\u81ea\u5df1\u7684\u201c\u5e93\u5b58\u201d\uff08inventory\uff0c\u5373\u5e7f\u544a\u4f4d\uff09\uff0c\u5728\u81ea\u5df1\u4e0d\u5177\u5907\u67d0\u4e00\u7c7bpublishers\u7684\u65f6\u5019\uff0c\u5728Ad Exchange\u4e0a\u8d2d\u4e70\u4e00\u4e9b\u4e5f\u662f\u5b8c\u5168\u6709\u53ef\u80fd\u7684\u3002\u8fd9\u4e9b\u9700\u6c42\u65b9\uff0c\u88ab\u7edf\u4e00\u7528demand side\u4e00\u8bcd\u6765\u6307\u4ee3\u3002Ad Exchange\u4e5f\u4e3a\u9700\u6c42\u65b9\u63d0\u4f9b\u4e86\u7edf\u4e00\u7684\u754c\u9762\uff0c\u8ba9\u5b83\u4eec\u80fd\u591f\u67e5\u770b\u5176\u4e0a\u7684\u5e7f\u544a\u4f4d\u60c5\u51b5\uff0c\u5e76\u4e14\u80fd\u591f\u6839\u636e\u81ea\u5df1\u7684\u9700\u8981\u4efb\u610f\u9009\u62e9\u8fd9\u4e9b\u5e7f\u544a\u4f4d\u3002<\/p>\n<p>\u4e0d\u8fc7\uff0c\u5982\u679c\u4ec5\u4ec5\u53ea\u662f\u505a\u8fd9\u4e9b\u4e8b\u60c5\uff0cAd Exchange\u7684\u80fd\u91cf\u5176\u5b9e\u662f\u975e\u5e38\u6709\u9650\u7684\u3002Ad Exchange\u6bd4Ad Network\u5148\u8fdb\u7684\u5730\u65b9\u5728\u4e8e\u5b83\u7684\u5b9a\u4ef7\u673a\u5236\u3002Ad Network\u4e0a\uff0c\u5bf9\u4e8e\u4f9b\u9700\u53cc\u65b9\u800c\u8a00\uff0c\u5176\u5b9e\u90fd\u6ca1\u6709\u5bf9\u5e7f\u544a\u4f4d\u7684\u5b9a\u4ef7\u6743\uff0c\u800c\u662f\u7531Ad Network\u8fd9\u4e2a\u201c\u4e2d\u592e\u653f\u5e9c\u201d\u5b9a\u4ef7\u7684\u201c\u8ba1\u5212\u7ecf\u6d4e\u201d\uff1b\u800cAd Exchange\uff0c\u5219\u662f\u4e00\u4e2a\u771f\u6b63\u610f\u4e49\u4e0a\u6309\u7167\u4f9b\u9700\u5173\u7cfb\u6765\u8fd0\u8f6c\u7684\u201c\u5e02\u573a\u7ecf\u6d4e\u201d\u3002\u4ec0\u4e48\u610f\u601d\u5462\uff1f\u539f\u6765\uff0cAd Exchange\u4e3a\u6bcf\u4e00\u4e2a\u5546\u54c1\uff08\u5546\u54c1\u8fd9\u91cc\u6682\u65f6\u6307\u5e7f\u544a\u4f4d\uff09\u63d0\u4f9b\u4e86\u201c\u4ef7\u9ad8\u8005\u5f97\u201d\u7684\u673a\u5236\u3002\u5bf9\u4e8e\u6bcf\u4e00\u4e2a\u5e7f\u544a\u4f4d\uff0c\u5982\u679c\u540c\u65f6\u6709\u591a\u4e2a\u5e7f\u544a\u4e3b\u60f3\u4e70\uff0c\u7531Ad Network\u6839\u636e\u81ea\u5df1\u8ba4\u4e3a\u6700\u5408\u7406\u7684\u65b9\u5f0f\u6765\u5206\u914d\u5f52\u4e8e\u54ea\u4e2a\u5e7f\u544a\u4e3b\uff0c\u800c\u5728Ad Exchange\u4e0a\u5219\u662f\u4ef7\u9ad8\u8005\u5f97\u2014\u2014\u4e3a\u8fd9\u4e2a\u5e7f\u544a\u4f4d\u51fa\u4ef7\u6700\u9ad8\u7684\u5e7f\u544a\u4e3b\u83b7\u5f97\u4e86\u5728\u8fd9\u4e2a\u5e7f\u544a\u4f4d\u663e\u793a\u5e7f\u544a\u7684\u673a\u4f1a\u3002\u5b9a\u4ef7\u6743\u73b0\u5728\u8f6c\u8ba9\u7ed9\u4e86\u4f9b\u9700\u53cc\u65b9\uff0c\u7ed9\u4e86\u5e02\u573a\u3002<\/p>\n<p>\u4f60\u4f1a\u53d1\u73b0\uff0cAd Network\u66f4\u50cf\u662f\u884c\u4e1a\u534f\u4f1a\uff0c\u800cAd Exchange\u5219\u66f4\u50cf\u662fNasdaq\uff0c\u5e7f\u544a\u4f4d\u5c31\u662f\u80a1\u7968\uff0c\u80a1\u6c11\u5c31\u662f\u5e7f\u544a\u4e3b\u3002\u54ea\u4e9b\u5e7f\u544a\u4f4d\u66f4\u6709\u4ef7\u503c\uff0c\u5c31\u4f1a\u88ab\u5e7f\u544a\u4e3b\u8ffd\u9010\u7684\u66f4\u591a\uff0c\u5b83\u7684\u4ef7\u683c\u4e5f\u5c31\u4f1a\u66f4\u9ad8\uff0c\u8fd9\u8ddf\u80a1\u7968\u7684\u4ef7\u683c\u673a\u5236\u662f\u6781\u4e3a\u76f8\u4f3c\u7684\u3002<\/p>\n<p>\u4e16\u754c\u4e0a\u8457\u540d\u7684Ad Exchange\u6709Google\u6536\u8d2dDoubleClick\u4e4b\u540e\u6700\u8fd1\u5f04\u51fa\u6765\u7684AdX\uff1b\u8fd8\u6709Yahoo\u6536\u8d2d\u7684Right Media\uff0c\u8fd9\u4e5f\u662f\u8001\u724c\u7684Ad Exchange\u4e86\uff1b\u6b64\u5916\u5fae\u8f6f\u6709AdECNNIC\uff0cOpenX\u4e5f\u6709\u81ea\u5df1\u7684Ad Exchange\u3002<\/p>\n<p><a title=\"\" href=\"http:\/\/www.chinawebanalytics.cn\/wp-content\/uploads\/2014\/10\/dsp.png\" target=\"\" rel=\"\"><img decoding=\"async\" loading=\"lazy\" class=\"alignleft size-full wp-image-4967\" title=\"\" src=\"http:\/\/www.chinawebanalytics.cn\/wp-content\/uploads\/2014\/10\/dsp.png\" alt=\"dsp\" width=\"263\" height=\"148\" \/><\/a><\/p>\n<div><\/div>\n<p>\u968f\u7740\u6280\u672f\u7684\u53d1\u5c55\uff0cAd Exchange\u4e5f\u53d8\u5f97\u8d8a\u6765\u8d8a\u7075\u6d3b\uff0c\u529f\u80fd\u8d8a\u6765\u8d8a\u5f3a\u3002\u8fc7\u53bb\uff0c\u80a1\u7968\u7684\u4ea4\u6613\u4e0d\u662f\u5b9e\u65f6\u7684\uff0c\u56e0\u4e3a\u53d7\u6280\u672f\u7684\u9650\u5236\uff0c\u5f80\u5f80\u8981T+1\u6216\u8005T+2\u4ec0\u4e48\u7684\uff08\u5c31\u662f\u63a8\u8fdf\u4e00\u5929\u4e24\u5929\uff09\u624d\u80fd\u5b8c\u6210\u4ea4\u6613\uff0c\u90a3\u4e2a\u65f6\u5019\u53ef\u80fd\u4ef7\u683c\u4ec0\u4e48\u7684\u53c8\u53d8\u4e86\u3002\u4f46\u662f\uff0c\u4eca\u5929\u7684\u80a1\u7968\u4ea4\u6613\uff0c\u5f88\u591a\u5df2\u7ecf\u53ef\u4ee5T+0\u3002\u540c\u6837\uff0cAd Exchange\u4e00\u5f00\u59cb\u5e94\u8be5\u4e5f\u4e0d\u662f\u5f88\u5b9e\u65f6\u7684\uff0c\u4f46\u968f\u7740\u6280\u672f\u7684\u57fa\u672c\uff0c\u5bf9\u4e8e\u5e7f\u544a\u4f4d\u7684\u7ade\u4ef7\uff0c\u73b0\u5728\u5df2\u7ecf\u5b8c\u5168\u53ef\u4ee5\u5b9e\u65f6\u8fdb\u884c\u4e86\u3002\u8fd9\u79cd\u5b9e\u65f6\u8fdb\u884c\u7684\u5e7f\u544a\u4f4d\u7ade\u4ef7\uff0c\u88ab\u79f0\u4e3aReal Time Bidding\uff0c\u7b80\u79f0\u4e3aRTB\uff0c\u5373\u201c\u5b9e\u65f6\u7ade\u4ef7\u201d\u3002 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Exchange\u771f\u7684\u5df2\u7ecf\u5f88\u5b8c\u7f8e\u4e86\u3002\u4f46\u51e1\u4e8b\u90fd\u662f\u4e24\u9762\u7684\uff0c\u597d\u7684\u4e00\u9762\u5fc5\u7136\u4f1a\u5e26\u6765\u4e0d\u597d\u7684\u4e00\u9762\u3002\u529f\u80fd\u5f3a\u5927\u7684Ad Exchange\u662f\u4e00\u4e2a\u4e13\u4e1a\u7684\u5b9e\u65f6\u7684\u80a1\u7968\u4ea4\u6613\u6240\uff0c\u4e0d\u8fc7\uff0c\u53ef\u4e0d\u662f\u6bcf\u4e00\u4e2a\u4eba\u90fd\u662f\u4e13\u4e1a\u7684\u80a1\u7968\u7ecf\u7eaa\u4eba\uff01<\/p>\n<p>\u66f4\u4f55\u51b5\uff0cAd Exchange\u4e5f\u4e0d\u662f\u5c31\u4e00\u4e2a\u73a9\u5bb6\uff0c\u4e16\u754c\u4e0a\u6709\u597d\u51e0\u4e2aAd Exchange\uff0c\u4e2d\u56fd\u4e5f\u6709\u51e0\u4e2a\u3002<\/p>\n<p>\u672c\u6587\u7cfb<a href=\"http:\/\/www.chinawebanalytics.cn\/\">\u7f51\u7ad9\u5206\u6790\u5728\u4e2d\u56fd<\/a>\u00a0<a href=\"http:\/\/www.chinawebanalytics.cn\/about_author\/\">\u5b8b\u661f<\/a>\u00a0\u539f\u521b\u51fa\u54c1\uff0c\u5982\u9700\u8f6c\u8f7d\u8bf7\u8054\u7cfb\u4f5c\u8005<\/p>\n<p>\u5e7f\u544a\u4e3b\u73b0\u5728\u53c8\u72af\u96be\u4e86\uff0cAd Exchange\u548cRTB\uff0c\u770b\u8d77\u6765\u771f\u662f\u725b\u903c\u5927\u53d1\u4e86\uff0c\u4f46\u662f\u7528\u8d77\u6765\u4e0d\u4ec5\u754c\u9762\u7e41\u7410\uff0c\u800c\u4e14\u5982\u4f55\u51fa\u4ef7\u53ef\u662f\u4e00\u4e2a\u5de8\u5927\u7684\u5b66\u95ee\uff0c\u66f4\u4f55\u51b5\u8fd8\u6709\u591a\u4e2aAd Exchange\u540c\u65f6\u5728\u4e16\u3002\u66f4\u53ef\u6015\u7684\u662f\uff0c\u6211\u8be5\u5982\u4f55\u5224\u65ad\u4e00\u4e2a\u5e7f\u544a\u4f4d\u80cc\u540e\u662f\u5426\u6709\u6211\u9700\u8981\u7684\u76ee\u6807\u53d7\u4f17\uff08target audience\uff09\u5462\uff1f\u66f4\u66f4\u53ef\u6015\u7684\u662f\uff0c\u5404\u4e2aAd Exchange\u4e2d\u7684\u5e7f\u544a\u4f4d\u50a8\u91cf\u90a3\u53ef\u662f\u5929\u6587\u6570\u5b57\uff0c\u6211\u4e00\u4e2a\u4e00\u4e2a\u627e\uff0c\u4e00\u4e2a\u4e00\u4e2a\u51fa\u4ef7\uff0c\u7d2f\u6b7b\u4e0d\u8bf4\uff0c\u65f6\u95f4\u4e5f\u5168\u90e8\u803d\u8bef\u4e86\u3002<\/p>\n<p>\u65e7\u6101\u867d\u89e3\uff0c\u65b0\u6101\u5374\u6765\u3002<\/p>\n<p>\u522b\u614c\uff0c\u6709\u95ee\u9898\u5c31\u5fc5\u7136\u6709\u89e3\u51b3\u95ee\u9898\u7684\u5e02\u573a\u3002\u4e00\u4e2a\u53eb\u505aDSP\uff08Demand Side Platform\uff0c\u5373\u9700\u6c42\u65b9\u5e73\u53f0\uff09\u7684\u4e8b\u7269\u53c8\u5e94\u8fd0\u800c\u751f\uff08\u4e92\u8054\u7f51\u5e7f\u544a\u884c\u4e1a\u771f\u662f\u5404\u79cd\u5927\u5c0f\u8fd0\u554a\uff09\uff0c\u5b83\u770b\u8d77\u6765\u5c31\u662f\u5e2e\u52a9\u5e7f\u544a\u4e3b\u4eec\u73a9\u8f6cAd Exchange\u7684\u4e2d\u4ecb\uff08agency\uff09\uff0c\u5b9e\u9645\u4e5f\u5dee\u4e0d\u591a\u5c31\u662f\u8fd9\u6837\u3002DSP\u540c\u65f6\u628a\u4e3b\u6d41\u7684Ad Exchange\u7684\u7cfb\u7edf\u90fd\u4e0e\u81ea\u5df1\u9a73\u63a5\uff0c\u7136\u540e\u63d0\u4f9b\u7ed9\u5e7f\u544a\u4e3b\u4eec\u4e00\u4e2a\u7edf\u4e00\u7684\u66f4\u52a0\u7b80\u5355\u7684\u64cd\u4f5c\u754c\u9762\uff08\u80af\u5b9a\u6bd4Ad Exchange\u63d0\u4f9b\u7684\u754c\u9762\u8981\u7b80\u5355\u4e9b\uff09\uff0c\u4e0d\u8fc7\u66f4\u91cd\u8981\u7684\u662f\uff0cDSP\u628aAd Exchange\u4e2d\u7684\u5e7f\u544a\u4f4d\u7684\u5c55\u793a\u65b9\u5f0f\u505a\u4e86\u4e00\u4e2a\u5de8\u5927\u7684\u6539\u53d8\u3002\u5728Ad Exchange\u4e2d\uff0c\u5e7f\u544a\u4f4d\u53ef\u5c31\u662f\u5e7f\u544a\u4f4d\uff0c\u4f46\u5728DSP\u4e2d\uff0c\u5e7f\u544a\u4f4d\u8fd9\u4e2a\u6982\u5ff5\u88ab\u79fb\u9664\u6216\u662f\u88ab\u6de1\u5316\u4e86\uff0c\u800ctarget audience\u7684\u6982\u5ff5\u5219\u88ab\u63d0\u51fa\u6765\u3002<\/p>\n<p><a href=\"http:\/\/www.chinawebanalytics.cn\/wp-content\/uploads\/2014\/10\/dsp-chart.png\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-4968\" src=\"http:\/\/www.chinawebanalytics.cn\/wp-content\/uploads\/2014\/10\/dsp-chart.png\" alt=\"dsp-chart\" width=\"600\" height=\"278\" \/><\/a><\/p>\n<p>\u4ec0\u4e48\u610f\u601d\u5462\uff1f\u539f\u6765\uff0c\u6bcf\u4e00\u4e2a\u5e7f\u544a\u4f4d\u80cc\u540e\uff0c\u90fd\u662f\u4e00\u90e8\u5206\u53d7\u4f17\uff08audience\uff09\uff0c\u5e7f\u544a\u4e3b\u4e70\u5e7f\u544a\u4f4d\u7684\u76ee\u7684\uff0c\u5b9e\u9645\u4e0a\u5c31\u662f\u770b\u4e2d\u4e86\u8fd9\u4e2a\u5e7f\u544a\u4f4d\u80cc\u540e\u7684\u8fd9\u7fa4\u53d7\u4f17\u3002\u65e2\u7136\u5e7f\u544a\u4e3b\u7684\u76ee\u7684\u660e\u786e\uff0c\u800c\u53c8\u4e0d\u80fd\u81ea\u5df1\u641e\u5b9a\u8fd9\u4e9b\u53d7\u4f17\u5bf9\u5e94\u7684\u5168\u90e8\u5e7f\u544a\u4f4d\uff0c\u90a3\u6211DSP\u6765\u5e2e\u5fd9\u5457\u3002\u600e\u4e48\u5e2e\uff0c\u5f88\u7b80\u5355\uff0c\u4f60\u5e7f\u544a\u4e3b\u5728DSP\u7684\u64cd\u4f5c\u754c\u9762\u4e2d\uff0c\u544a\u8bc9\u6211\u4f60\u9700\u8981\u54ea\u4e9b\u4eba\u7fa4\uff0c\u613f\u610f\u51fa\u591a\u5c11\u94b1\u83b7\u5f97\u8fd9\u4e9b\u4eba\u7fa4\uff0c\u6211\u6765\u5e2e\u4f60\u5728Ad Exchange\u4e2d\u64cd\u4f5c\u4e0d\u5c31\u5b8c\u4e86\u3002\u56e0\u6b64\uff0c\u5bf9\u4e8e\u5e7f\u544a\u4e3b\u800c\u8a00\uff0c\u5e7f\u544a\u8d2d\u4e70\u5f62\u5f0f\u53d1\u751f\u4e86\u7ffb\u5929\u8986\u5730\u7684\u53d8\u5316\u3002\u8fc7\u53bb\uff0c\u662f\u8d2d\u4e70\u5e7f\u544a\u4f4d\uff0c\u73b0\u5728\u6709\u4e86Ad Exchange\u548cDSP\uff0c\u662f\u76f4\u63a5\u8d2d\u4e70\u76ee\u6807\u53d7\u4f17\u3002<\/p>\n<p>\u4e8e\u662f\uff0cDSP\u5c31\u6210\u4e86\u4e00\u8fb9\u8fde\u63a5Ad Exchange\uff0c\u53e6\u5916\u4e00\u8fb9\u670d\u52a1\u4e8e\u5e7f\u544a\u4e3b\u7684\u4e2d\u4ecb\uff0c\u5c31\u597d\u50cf\u4e00\u7fa4\u7092\u80a1\u6563\u6237\u7684\u4ee3\u7406\u4eba\uff0c\u5e2e\u4ed6\u4eec\u6253\u7406\u624b\u4e2d\u7684\u8d44\u91d1\uff0c\u5229\u7528\u81ea\u5df1\u7684\u4e13\u4e1a\u77e5\u8bc6\u9009\u62e9\u80a1\u7968\uff0c\u8ba9\u8fd9\u4e9b\u6563\u6237\u7684\u83b7\u5229\u6700\u5927\u5316\u3002\u4e2d\u56fd\u7684DSP\u5382\u5546\u6570\u91cf\u636e\u8bf4\u5df2\u7ecf\u8d85\u8fc7\u4e8650\u4e2a\uff0c\u5f88\u591aAd Network\u8f6c\u578b\u4e5f\u505aDSP\u751f\u610f\uff0c\u6bd4\u5982\u524d\u9762\u8bb2\u5230\u7684\u6613\u4f20\u5a92\u3001\u597d\u8036\uff0c\u800c\u5176\u4ed6\u7684DSP\u4e5f\u5982\u96e8\u540e\u6625\u7b0b\uff0c\u4f8b\u5982\u54c1\u53cb\u4e92\u52a8\u3001Yoyi\u3001MediaV\u3001\u6676\u8d5e\u7b49\u7b49\uff0c\u56fd\u5916\u8fd8\u6709Criteo\uff0cTurn\u7b49\u7b49\u7b49\u3002\u8fd9\u4e2a\u5e02\u573a\u5f88\u5feb\u6781\u5ea6\u7e41\u5fd9\u7e41\u8363\u3002<\/p>\n<p>DSP\u7edd\u5bf9\u662f\u4e00\u4e2a\u6280\u672f\u6d3b\uff0c\u800c\u4e14\u5fc5\u987b\u8981\u901a\u8fc7\u5f3a\u5927\u7684\u53d7\u4f17\u6570\u636e\u548c\u6570\u5b66\u80fd\u529b\uff0c\u5e2e\u52a9\u5e7f\u544a\u4e3b\u5b9e\u65f6\u51b3\u7b56\uff0c\u5408\u7406\u82b1\u94b1\uff0c\u8ba9\u5e7f\u544a\u4e3b\u7684\u5e7f\u544a\u82b1\u8d39\u7528\u5728\u5200\u5203\u4e0a\u3002\u8981\u641e\u5b9a\u8fd9\u4e9b\uff0c\u5355\u9760\u4eba\u529b\u53ef\u4e0d\u884c\uff0c\u800c\u5fc5\u987b\u6709\u53d7\u4f17\u7684\u975e\u5e38\u51c6\u786e\u7684\u5174\u8da3\u4fe1\u606f\u6570\u636e\uff0c\u800c\u4e14\u8fd8\u5fc5\u987b\u4f9d\u9760\u4e00\u5957\u5f3a\u5927\u7684\u7b97\u6cd5\u6765\u8fdb\u884c\u5e7f\u544a\u4f4d\u7684\u7ade\u4ef7\uff0c\u8fd9\u79cd\u65b9\u6cd5\u5c31\u662f\u73b0\u5728\u7099\u624b\u53ef\u70ed\u7684\u201c\u7a0b\u5e8f\u5316\u8d2d\u4e70\u201d\u7684\u65b9\u6cd5\u4e4b\u4e00\u3002\u4e5f\u5c31\u662f\u8bf4\uff0c\u7a0b\u5e8f\u5316\u8d2d\u4e70\u4f9d\u8d56\u4e8e\u4e24\u4e2a\u91cd\u8981\u4e8b\u60c5\uff1a\u5176\u4e00\uff0c\u9700\u8981\u53d7\u4f17\u6570\u636e\uff0c\u51c6\u786e\u7684\uff0c\u6d77\u91cf\u7684\uff1b\u5176\u4e8c\uff0c\u5f3a\u5927\u7684\u81ea\u52a8\u5316\u7b97\u6cd5\uff0c\u4fdd\u8bc1\u6700\u5408\u7406\u7684\u7ade\u4ef7\u3002<\/p>\n<p>DSP\u81ea\u5df1\u6709\u53ef\u80fd\u6709\u53d7\u4f17\u6570\u636e\uff0c\u4f46\u6709\u5f88\u591a\u5176\u5b9e\u6ca1\u6709\uff0c\u6216\u8005\u6709\uff0c\u4e5f\u4e0d\u591f\u5168\u9762\uff0c\u4e0d\u591f\u51c6\u786e\u3002\u90a3\u600e\u4e48\u529e\u5462\uff1f\u53c8\u4e00\u4e2a\u5e02\u573a\u4e0a\u7684\u4e13\u4e1a\u63d0\u4f9b\u8005\u51fa\u73b0\u4e86\uff0c\u88ab\u79f0\u4e3aDMP\uff0c\u5373Data Management Platform\uff0c\u6570\u636e\u7ba1\u7406\u5e73\u53f0\u3002\u6570\u636e\u7ba1\u7406\u5e73\u53f0\uff0c\u7b80\u5355\u8bb2\uff0c\u5b83\u4eec\u624b\u4e2d\u63e1\u6709\u53d7\u4f17\u6570\u636e\uff0c\u5e76\u4e14\u80fd\u591f\u8ba9DSP\u9a73\u63a5\u5230\u4ed6\u4eec\u8fd9\u91cc\uff0c\u5229\u7528\u5b83\u4eec\u6240\u6709\u7684\u6570\u636e\u3002<\/p>\n<p>\u672c\u6587\u7cfb<a href=\"http:\/\/www.chinawebanalytics.cn\/\">\u7f51\u7ad9\u5206\u6790\u5728\u4e2d\u56fd<\/a>\u00a0<a href=\"http:\/\/www.chinawebanalytics.cn\/about_author\/\">\u5b8b\u661f<\/a>\u00a0\u539f\u521b\u51fa\u54c1\uff0c\u5982\u9700\u8f6c\u8f7d\u8bf7\u8054\u7cfb\u4f5c\u8005<\/p>\n<p>\u6240\u6709\u6709\u7ec6\u5206\u9700\u6c42\u7684\u5730\u65b9\uff0c\u5c31\u7acb\u5373\u6709\u7ec6\u5206\u7684\u4f9b\u5e94\u3002<\/p>\n<p>\u540c\u6837\u7684\u539f\u56e0\uff0c\u4f9b\u5e94\u65b9\uff08publishers\u548cAd Networks\uff09\u4e5f\u6709\u4e86\u4e00\u4e2a\u88ab\u79f0\u4e3aSSP\u7684\u4e1c\u897f\u5e2e\u52a9\u5b83\u4eec\u6253\u70b9\u5404\u4e2aAd Exchange\u7684\u5173\u7cfb\uff0c\u5e76\u63d0\u4f9b\u4f7f\u7528\u4f53\u9a8c\u66f4\u4e00\u81f4\u66f4\u96c6\u6210\u7684\u5e7f\u544a\u4f4d\u5e93\u5b58\u7ba1\u7406\u73af\u5883\u3002SSP\uff0c\u5373Supply Side Platform\uff08\u4f9b\u5e94\u65b9\u5e73\u53f0\uff09\u7684\u7b80\u79f0\u3002\u4f46\u4e2d\u56fd\u4e8b\u5b9e\u4e0a\u51e0\u4e4e\u6ca1\u6709\u771f\u6b63\u610f\u4e49\u4e0a\u7684SSP\uff0c\u5404\u5bb6\u5a92\u4f53\u5b9e\u9645\u4e0a\u76f4\u63a5\u7ed5\u8fc7\u4e86SSP\u8ddfAd Exchange\u76f4\u63a5\u8fde\u63a5\uff0c\u539f\u56e0\u8f83\u4e3a\u590d\u6742\uff0c\u8fd9\u7bc7\u6587\u7ae0\u5c31\u6682\u65f6\u6309\u4e0b\u4e0d\u8868\u3002<\/p>\n<p>\u4e0a\u9762\u57fa\u672c\u4e0a\u8bf4\u660e\u4e86\u73b0\u5728\u7684\u4e92\u8054\u7f51\u5e7f\u544a\u7684\u4ea7\u4e1a\u94fe\u7684\u5927\u6982\u7684\u6837\u5b50\u3002\u4f60\u4f1a\u95ee\uff0c\u8fd9\u4e2a\u8ddf\u6211\u505a\u4e92\u8054\u7f51\u8425\u9500\u63a8\u5e7f\u7684\u5206\u6790\u4e0e\u4f18\u5316\u6709\u4f55\u5173\u7cfb\u5462\uff1f\u55ef\uff0c\u7684\u786e\uff0c\u7ed9\u5927\u5bb6\u4e00\u4e2a\u5927\u56fe\u666f\u7684\u76ee\u7684\uff0c\u662f\u4e3a\u4e86\u63cf\u7ed8\u8fd9\u4e2a\u56fe\u666f\u4e2d\u95f4\u66f4\u52a0\u7ec6\u5fae\u7684\u4e1c\u897f\u3002\u4f8b\u5982\uff0c\u4e00\u4e2a\u95ee\u9898\u662f\uff0cDMP\u5982\u4f55\u62e5\u6709\u53d7\u4f17\u7684\u6570\u636e\uff0c\u5373\u5b83\u4eec\u5982\u4f55\u53ef\u4ee5\u77e5\u9053\u67d0\u4e2a\u5e7f\u544a\u4f4d\u80cc\u540e\u7684\u53d7\u4f17\u7a76\u7adf\u662f\u4ec0\u4e48\u6837\u7684\u4eba\u5462\uff1f<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.rtbchina.com\/wp-content\/uploads\/2012\/06\/China-RTB-Ad-Tech-Landscape_V-September_2014.jpg\" alt=\"\u70b9\u51fb\u770b\u5927\u56fe\" \/><\/p>\n<p>\u56fe\u7247\u6765\u81eartbchina.com\uff0c<a href=\"http:\/\/www.rtbchina.com\/wp-content\/uploads\/2012\/06\/China-RTB-Ad-Tech-Landscape_V-September_2014.jpg\" 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