{"id":8332,"date":"2023-03-02T09:40:00","date_gmt":"2023-03-02T09:40:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8332"},"modified":"2026-06-30T15:28:49","modified_gmt":"2026-06-30T15:28:49","slug":"programmatic-advertising-on-mobile-101-beginners-guide-to-dsps","status":"publish","type":"post","link":"https:\/\/tenjin.com\/vi\/blog\/programmatic-advertising-on-mobile-101-beginners-guide-to-dsps\/","title":{"rendered":"Qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng tr\u00ean thi\u1ebft b\u1ecb di \u0111\u1ed9ng 101: H\u01b0\u1edbng d\u1eabn d\u00e0nh cho ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u v\u1ec1 DSP"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><em>B\u00e0i vi\u1ebft c\u1ee7a kh\u00e1ch m\u1eddi do Galia Lahav, Qu\u1ea3n l\u00fd Ti\u1ebfp th\u1ecb K\u1ef9 thu\u1eadt s\u1ed1 @<a href=\"https:\/\/persona.ly\/?utm_source=partner&amp;utm_medium=blog&amp;utm_campaign=tenjin\">Persona.ly<\/a><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thu h\u00fat ng\u01b0\u1eddi d\u00f9ng l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t \u0111\u1ec3 v\u1eadn h\u00e0nh m\u1ed9t \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng th\u00e0nh c\u00f4ng. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c thu h\u00fat ng\u01b0\u1eddi d\u00f9ng bao g\u1ed3m t\u1eeb c\u00e1c k\u00eanh t\u1ef1 nhi\u00ean (ASO) v\u00e0 k\u00eanh s\u1edf h\u1eefu, \u0111\u1ebfn c\u00e1c k\u00eanh tr\u1ea3 ph\u00ed (c\u00e1c n\u1ec1n t\u1ea3ng m\u1ea1ng x\u00e3 h\u1ed9i, m\u1ea1ng l\u01b0\u1edbi v\u00e0 qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi t\u01b0 c\u00e1ch l\u00e0 m\u1ed9t nh\u00e0 ti\u1ebfp th\u1ecb di \u0111\u1ed9ng, ch\u1eafc h\u1eb3n b\u1ea1n \u0111\u00e3 th\u1eed nghi\u1ec7m nhi\u1ec1u k\u00eanh v\u00e0 n\u1ec1n t\u1ea3ng ti\u1ebfp th\u1ecb kh\u00e1c nhau. M\u1eb7c d\u00f9 ti\u1ebfp th\u1ecb tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i tr\u1ea3 ph\u00ed c\u00f3 v\u1ebb l\u00e0 k\u00eanh d\u1ec5 ti\u1ebfp c\u1eadn nh\u1ea5t, nh\u01b0ng vi\u1ec7c \u0111\u1eb7t t\u1ea5t c\u1ea3 tr\u1ee9ng v\u00e0o m\u1ed9t gi\u1ecf kh\u00f4ng bao gi\u1edd l\u00e0 \u00fd t\u01b0\u1edfng hay, v\u00ec \u0111i\u1ec1u n\u00e0y d\u1eabn \u0111\u1ebfn s\u1ef1 ph\u1ee5 thu\u1ed9c v\u00e0o m\u1ed9t ngu\u1ed3n l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp duy nh\u1ea5t. M\u1eb7c d\u00f9 kh\u00f4ng c\u00f3 g\u00ec sai khi h\u1ee3p t\u00e1c v\u1edbi c\u00e1c m\u1ea1ng l\u01b0\u1edbi (nh\u1eefng m\u1ea1ng l\u01b0\u1edbi uy t\u00edn, t\u1ea5t nhi\u00ean), v\u1eabn c\u00f3 nh\u1eefng c\u00e1ch hi\u1ec7u qu\u1ea3 h\u01a1n \u0111\u1ec3 mua l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp. C\u00e1c k\u00eanh qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng cho ph\u00e9p nh\u00e0 ti\u1ebfp th\u1ecb \u0111a d\u1ea1ng h\u00f3a ngu\u1ed3n l\u01b0u l\u01b0\u1ee3ng b\u1eb1ng c\u00e1ch mua l\u01b0u l\u01b0\u1ee3ng t\u1eeb c\u00e1c s\u00e0n giao d\u1ecbch qu\u1ea3ng c\u00e1o kh\u00e1c nhau m\u1ed9t c\u00e1ch th\u00f4ng minh v\u00e0 minh b\u1ea1ch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ch\u01b0\u01a1ng tr\u00ecnh t\u1ef1 \u0111\u1ed9ng l\u00e0 g\u00ec?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trong l\u0129nh v\u1ef1c c\u00f4ng ngh\u1ec7 qu\u1ea3ng c\u00e1o (adtech), \"programmatic\" \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7 \u0111\u1ec3 t\u1ef1 \u0111\u1ed9ng h\u00f3a qu\u00e1 tr\u00ecnh mua b\u00e1n qu\u1ea3ng c\u00e1o. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m vi\u1ec7c s\u1eed d\u1ee5ng n\u1ec1n t\u1ea3ng programmatic\u2014N\u1ec1n t\u1ea3ng B\u00ean Mua (Demand Side Platform - DSP)\u2014\u0111\u1ec3 mua kh\u00f4ng gian qu\u1ea3ng c\u00e1o theo th\u1eddi gian th\u1ef1c, nh\u1eafm m\u1ee5c ti\u00eau v\u00e0o c\u00e1c ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee5 th\u1ec3 v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng h\u00f3a cho ph\u00e9p qu\u1ea3ng c\u00e1o hi\u1ec7u qu\u1ea3 v\u00e0 ti\u1ebft ki\u1ec7m chi ph\u00ed h\u01a1n, \u0111\u1ed3ng th\u1eddi cung c\u1ea5p kh\u1ea3 n\u0103ng nh\u1eafm m\u1ee5c ti\u00eau ch\u00ednh x\u00e1c h\u01a1n cho nh\u00e0 qu\u1ea3ng c\u00e1o. Con ng\u01b0\u1eddi \u0111\u01a1n gi\u1ea3n kh\u00f4ng th\u1ec3 s\u00e1nh k\u1ecbp m\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 n\u00e0y do s\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a vi\u1ec7c k\u1ebft h\u1ee3p nhi\u1ec1u y\u1ebfu t\u1ed1 kh\u00e1c nhau v\u00e0 t\u1ed1c \u0111\u1ed9 thay \u0111\u1ed5i di\u1ec5n ra qu\u00e1 nhanh.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">H\u1ec7 sinh th\u00e1i v\u00e0 Quy tr\u00ecnh RTB<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nh\u00e0 qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 mua l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp ch\u01b0\u01a1ng tr\u00ecnh th\u00f4ng qua \u0111\u1ea5u gi\u00e1 th\u1eddi gian th\u1ef1c (RTB), m\u1ed9t th\u1ecb tr\u01b0\u1eddng \u0111\u1ea5u gi\u00e1 m\u1edf d\u1ef1a tr\u00ean n\u1ec1n t\u1ea3ng qu\u1ea3n l\u00fd nhu c\u1ea7u (DSP).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Trong h\u1ec7 sinh th\u00e1i qu\u1ea3ng c\u00e1o ch\u01b0\u01a1ng tr\u00ecnh, c\u00f3 m\u1ed9t s\u1ed1 b\u00ean tham gia ch\u00ednh: nh\u00e0 xu\u1ea5t b\u1ea3n, nh\u00e0 qu\u1ea3ng c\u00e1o, SSPs v\u00e0 DSPs.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>Nh\u00e0 xu\u1ea5t b\u1ea3n<\/strong> l\u00e0 nh\u1eefng ch\u1ee7 s\u1edf h\u1eefu c\u1ee7a c\u00e1c t\u00e0i s\u1ea3n k\u1ef9 thu\u1eadt s\u1ed1 nh\u01b0 trang web ho\u1eb7c \u1ee9ng d\u1ee5ng, cung c\u1ea5p kh\u00f4ng gian qu\u1ea3ng c\u00e1o \u0111\u1ec3 ki\u1ebfm ti\u1ec1n t\u1eeb s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>SSPs (N\u1ec1n t\u1ea3ng ph\u00eda cung c\u1ea5p)<\/strong> \u0111\u00f3ng vai tr\u00f2 l\u00e0 c\u1ea7u n\u1ed1i gi\u1eefa c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n v\u00e0 ng\u01b0\u1eddi mua, cung c\u1ea5p m\u1ed9t n\u1ec1n t\u1ea3ng cho c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n b\u00e1n kh\u00f4ng gian qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>DSPs (N\u1ec1n t\u1ea3ng ph\u00eda ng\u01b0\u1eddi mua)<\/strong> l\u00e0 c\u00e1c n\u1ec1n t\u1ea3ng \u0111\u01b0\u1ee3c nh\u00e0 qu\u1ea3ng c\u00e1o s\u1eed d\u1ee5ng \u0111\u1ec3 mua kh\u00f4ng gian qu\u1ea3ng c\u00e1o theo th\u1eddi gian th\u1ef1c b\u1eb1ng c\u00e1ch k\u1ebft n\u1ed1i v\u1edbi nhi\u1ec1u SSPs v\u00e0 c\u00e1c s\u00e0n giao d\u1ecbch qu\u1ea3ng c\u00e1o kh\u00e1c.<\/li>\n\n\n\n<li class=\"translation-block\"><strong>Nh\u00e0 qu\u1ea3ng c\u00e1o<\/strong> l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111ang t\u00ecm ki\u1ebfm kh\u00f4ng gian qu\u1ea3ng c\u00e1o tr\u1ed1ng \u0111\u1ec3 tri\u1ec3n khai chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd v\u00e0 ti\u1ebfp c\u1eadn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1024\" height=\"322\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Programmatic-Ecosystem-1.png?resize=1024%2C322&#038;ssl=1\" alt=\"H\u1ec7 sinh th\u00e1i ch\u01b0\u01a1ng tr\u00ecnh\" class=\"wp-image-8884\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Programmatic-Ecosystem-1.png?resize=1024%2C322&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Programmatic-Ecosystem-1.png?resize=300%2C94&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Programmatic-Ecosystem-1.png?resize=768%2C242&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Programmatic-Ecosystem-1.png?resize=18%2C6&amp;ssl=1 18w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/Programmatic-Ecosystem-1.png?w=1354&amp;ssl=1 1354w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u0110i\u1ec1u g\u00ec l\u00e0m cho qu\u1ea3ng c\u00e1o programmatic n\u1ed5i b\u1eadt?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">SSPs (Supply-Side Platforms) c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb c\u00e1c m\u1ea1ng qu\u1ea3ng c\u00e1o \u2014 c\u00e1c c\u00f4ng ty k\u1ebft n\u1ed1i nhi\u1ec1u nh\u00e0 xu\u1ea5t b\u1ea3n (trang web v\u00e0 \u1ee9ng d\u1ee5ng) \u0111\u1ec3 truy c\u1eadp kho qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd v\u00e0 ki\u1ebfm ti\u1ec1n b\u1eb1ng c\u00e1ch hi\u1ec3n th\u1ecb qu\u1ea3ng c\u00e1o cho \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng c\u1ee7a h\u1ecd.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">M\u1ea1ng qu\u1ea3ng c\u00e1o cung c\u1ea5p truy c\u1eadp v\u00e0o m\u1ed9t kho qu\u1ea3ng c\u00e1o l\u1edbn; tuy nhi\u00ean, ch\u00fang \u0111\u00f2i h\u1ecfi nhi\u1ec1u c\u00f4ng vi\u1ec7c th\u1ee7 c\u00f4ng v\u00e0 trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p, thi\u1ebfu t\u00ednh minh b\u1ea1ch. C\u00e1c m\u1ea1ng qu\u1ea3ng c\u00e1o ch\u1ee7 y\u1ebfu d\u1ef1a tr\u00ean m\u00f4 h\u00ecnh thanh to\u00e1n theo hi\u1ec7u su\u1ea5t nh\u01b0 CPI (chi ph\u00ed tr\u00ean m\u1ed7i l\u01b0\u1ee3t c\u00e0i \u0111\u1eb7t) ho\u1eb7c CPA (chi ph\u00ed tr\u00ean m\u1ed7i h\u00e0nh \u0111\u1ed9ng). (Ch\u00fang ta s\u1ebd th\u1ea3o lu\u1eadn v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y trong \u0111o\u1ea1n ti\u1ebfp theo). SSPs cung c\u1ea5p kho qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng (t\u1ee9c l\u00e0 \"t\u1ef1 \u0111\u1ed9ng\") v\u00e0 ch\u1ec9 ho\u1ea1t \u0111\u1ed9ng v\u1edbi m\u00f4 h\u00ecnh CPM (chi ph\u00ed tr\u00ean m\u1ed7i ngh\u00ecn l\u01b0\u1ee3t hi\u1ec3n th\u1ecb) v\u00e0 cho ph\u00e9p linh ho\u1ea1t h\u01a1n trong c\u00e1c chi\u1ebfn l\u01b0\u1ee3c nh\u1eafm m\u1ee5c ti\u00eau.<\/p>\n\n\n\n<p class=\"wp-block-paragraph translation-block\">M\u1eb7c d\u00f9 vi\u1ec7c thu h\u00fat ng\u01b0\u1eddi d\u00f9ng d\u1ef1a tr\u00ean CPA (nh\u00e0 qu\u1ea3ng c\u00e1o tr\u1ea3 ti\u1ec1n cho m\u1ed7i l\u1ea7n c\u00e0i \u0111\u1eb7t\/s\u1ef1 ki\u1ec7n m\u1ee5c ti\u00eau) c\u00f3 v\u1ebb l\u00e0 m\u1ed9t th\u1ecfa thu\u1eadn h\u1ea5p d\u1eabn, nh\u01b0ng c\u00f3 nh\u1eefng tr\u01b0\u1eddng h\u1ee3p k\u1ebft qu\u1ea3 qu\u00e1 t\u1ed1t \u0111\u1ec3 c\u00f3 th\u1ec3 tin \u0111\u01b0\u1ee3c. S\u1ef1 thi\u1ebfu minh b\u1ea1ch t\u1ea1o \u0111i\u1ec1u ki\u1ec7n cho vi\u1ec7c gian l\u1eadn, v\u00ec c\u00e1c m\u1ea1ng qu\u1ea3ng c\u00e1o kh\u00f4ng ti\u1ebft l\u1ed9 ngu\u1ed3n l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp \u0111\u1ec3 tr\u00e1nh c\u1ea1nh tranh tr\u1ef1c ti\u1ebfp v\u1edbi nh\u00e0 xu\u1ea5t b\u1ea3n. K\u1ebft qu\u1ea3 l\u00e0, nh\u00e0 qu\u1ea3ng c\u00e1o c\u00f3 th\u1ec3 ph\u1ea3i tr\u1ea3 ti\u1ec1n cho c\u00e1c l\u1ea7n c\u00e0i \u0111\u1eb7t ho\u1eb7c s\u1ef1 ki\u1ec7n gian l\u1eadn. C\u00f3 nhi\u1ec1u gi\u1ea3i ph\u00e1p ch\u1ed1ng gian l\u1eadn (anti-fraud solutions) nh\u01b0 <a href=\"https:\/\/docs.tenjin.com\/docs\/fraud\" target=\"_self\">c\u00e1c gi\u1ea3i ph\u00e1p ch\u1ed1ng gian l\u1eadn<\/a> cung c\u1ea5p m\u1ed9t l\u1edbp b\u1ea3o v\u1ec7 cho nh\u00e0 qu\u1ea3ng c\u00e1o, nh\u01b0ng thi\u1ec7t h\u1ea1i do gian l\u1eadn g\u00e2y ra kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf m\u1eb7t t\u00e0i ch\u00ednh. C\u00e1c thi\u1ec7t h\u1ea1i ti\u1ec1m \u1ea9n bao g\u1ed3m \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn ASO v\u00e0 <a href=\"https:\/\/persona.ly\/blog\/2022\/11\/the-vicious-cycle-of-click-spamming\/\" target=\"_self\">l\u00e0m suy gi\u1ea3m l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp t\u1ef1 nhi\u00ean<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u1edbi mua qu\u1ea3ng c\u00e1o theo ch\u01b0\u01a1ng tr\u00ecnh, c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o mua l\u01b0\u1ee3t hi\u1ec3n th\u1ecb t\u1eeb c\u00e1c nh\u00e0 xu\u1ea5t b\u1ea3n th\u00f4ng qua c\u00e1c n\u1ec1n t\u1ea3ng cung c\u1ea5p qu\u1ea3ng c\u00e1o (SSP) \u0111\u00e1ng tin c\u1eady. Ngo\u00e0i ra, c\u00e1c n\u1ec1n t\u1ea3ng mua qu\u1ea3ng c\u00e1o (DSP) \u0111\u1ea3m b\u1ea3o m\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o ch\u00ednh x\u00e1c d\u1ef1a tr\u00ean d\u1ef1 \u0111o\u00e1n x\u00e1c su\u1ea5t s\u1ef1 ki\u1ec7n \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n b\u1edfi c\u00e1c thu\u1eadt to\u00e1n h\u1ecdc m\u00e1y. Trong khi c\u00e1c ch\u1ec9 s\u1ed1 KPI \u0111\u01b0\u1ee3c thi\u1ebft l\u1eadp theo ph\u01b0\u01a1ng th\u1ee9c d\u1ef1a tr\u00ean hi\u1ec7u su\u1ea5t (v\u00e0 c\u00f3 th\u1ec3 bao g\u1ed3m eCPI, eCPA ho\u1eb7c ROAS), c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o thanh to\u00e1n cho s\u1ed1 l\u1ea7n qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb cho ng\u01b0\u1eddi d\u00f9ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\"B\u00ed quy\u1ebft\" c\u1ee7a mua s\u1eafm ch\u01b0\u01a1ng tr\u00ecnh l\u00e0 t\u00ecm ra s\u1ef1 k\u1ebft h\u1ee3p ho\u00e0n h\u1ea3o gi\u1eefa c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau v\u00e0 lo\u1ea1i b\u1ecf c\u00e1c ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00f4ng li\u00ean quan. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y \u0111\u1ea3m b\u1ea3o r\u1eb1ng qu\u1ea3ng c\u00e1o \u0111\u01b0\u1ee3c hi\u1ec3n th\u1ecb v\u00e0o th\u1eddi \u0111i\u1ec3m ph\u00f9 h\u1ee3p cho \u0111\u1ed1i t\u01b0\u1ee3ng th\u1ef1c s\u1ef1 quan t\u00e2m \u0111\u1ebfn s\u1ea3n ph\u1ea9m v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng th\u1ef1c hi\u1ec7n c\u00e1c h\u00e0nh \u0111\u1ed9ng m\u1ee5c ti\u00eau cao h\u01a1n. Do \u0111\u00f3, kh\u00f4ng c\u00f3 l\u00fd do g\u00ec \u0111\u1ec3 c\u00e1c n\u1ec1n t\u1ea3ng mua s\u1eafm ch\u01b0\u01a1ng tr\u00ecnh (DSP) che gi\u1ea5u ngu\u1ed3n l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp v\u00e0 nh\u00e0 xu\u1ea5t b\u1ea3n c\u1ee7a m\u00ecnh.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t m\u1eb7t, ph\u01b0\u01a1ng ph\u00e1p n\u00e0y cho ph\u00e9p nh\u00e0 qu\u1ea3ng c\u00e1o gi\u1ea3m chi ph\u00ed. M\u1eb7t kh\u00e1c, n\u00f3 lo\u1ea1i b\u1ecf r\u1ee7i ro c\u1ee7a b\u1ea5t k\u1ef3 ho\u1ea1t \u0111\u1ed9ng gian l\u1eadn n\u00e0o, v\u00ec c\u1ea3 SSPs v\u00e0 DSPs \u0111\u1ec1u \u00e1p d\u1ee5ng nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p ch\u1ed1ng gian l\u1eadn.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00e1c lo\u1ea1i DSP<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trong khi qu\u1ea3ng c\u00e1o programmatic ch\u1ec9 l\u00e0 m\u1ed9t c\u00e1ch th\u00f4ng minh h\u01a1n \u0111\u1ec3 mua l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp, c\u00e1c n\u1ec1n t\u1ea3ng DSP cho ph\u00e9p nh\u00e0 qu\u1ea3ng c\u00e1o thi\u1ebft l\u1eadp c\u00e1c ch\u1ec9 s\u1ed1 KPI c\u1ee5 th\u1ec3 \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng. C\u00e1c lo\u1ea1i DSP kh\u00e1c nhau bao g\u1ed3m DSP d\u1ef1a tr\u00ean quy t\u1eafc v\u00e0 DSP d\u1ef1a tr\u00ean tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI).&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">B\u1ed9 x\u1eed l\u00fd t\u00edn hi\u1ec7u s\u1ed1 (DSP) d\u1ef1a tr\u00ean quy t\u1eafc<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ed1i v\u1edbi c\u00e1c h\u1ec7 th\u1ed1ng x\u1eed l\u00fd t\u00edn hi\u1ec7u k\u1ef9 thu\u1eadt s\u1ed1 (DSP) d\u1ef1a tr\u00ean quy t\u1eafc, vi\u1ec7c \u0111\u1eb7t gi\u00e1 th\u1ea7u \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n d\u1ef1a tr\u00ean c\u00e1c quy t\u1eafc \u0111\u01a1n gi\u1ea3n (ch\u1ee7 y\u1ebfu do chuy\u00ean gia thi\u1ebft l\u1eadp) m\u00e0 n\u1ec1n t\u1ea3ng tu\u00e2n theo. M\u1eb7c d\u00f9 \u0111\u00e2y l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p kh\u1ea3 thi \u0111\u1ec3 mua l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp, n\u00f3 thi\u1ebfu hi\u1ec7u qu\u1ea3 v\u00e0 \u0111\u00f2i h\u1ecfi nhi\u1ec1u \u0111i\u1ec1u ch\u1ec9nh th\u1ee7 c\u00f4ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u1ea7u h\u1ebft c\u00e1c n\u1ec1n t\u1ea3ng DSP t\u1ef1 ph\u1ee5c v\u1ee5 \u0111\u1ec1u d\u1ef1a tr\u00ean quy t\u1eafc, v\u00ec vi\u1ec7c qu\u1ea3n l\u00fd m\u1ed9t thu\u1eadt to\u00e1n d\u1ef1a tr\u00ean tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI) \u0111\u00f2i h\u1ecfi ki\u1ebfn th\u1ee9c s\u00e2u r\u1ed9ng v\u1ec1 n\u1ec1n t\u1ea3ng v\u00e0 thu\u1eadt to\u00e1n (c\u00f9ng v\u1edbi nhi\u1ec1u ki\u1ebfn th\u1ee9c v\u1ec1 khoa h\u1ecdc d\u1eef li\u1ec7u).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00ed d\u1ee5 v\u1ec1 c\u1ea5u h\u00ecnh cho m\u1ed9t b\u1ed9 x\u1eed l\u00fd t\u00edn hi\u1ec7u s\u1ed1 (DSP) d\u1ef1a tr\u00ean quy t\u1eafc:<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td>Danh m\u1ee5c c\u1eeda h\u00e0ng<\/td><td>V\u1ecb tr\u00ed<\/td><td>Lo\u1ea1i thi\u1ebft b\u1ecb<\/td><td>\u0110\u1ea5u th\u1ea7u<\/td><\/tr><tr><td>Tr\u00f2 ch\u01a1i nh\u1eadp vai<\/td><td>Banner<\/td><td>M\u00e1y t\u00ednh b\u1ea3ng<\/td><td>$0.24<\/td><\/tr><tr><td>Th\u01b0\u1eddng ng\u00e0y<\/td><td>Video<\/td><td>\u0110i\u1ec7n tho\u1ea1i th\u00f4ng minh<\/td><td>$3.50<\/td><\/tr><tr><td>Tr\u00f2 ch\u01a1i gh\u00e9p h\u00ecnh<\/td><td>Ng\u01b0\u1eddi b\u1ea3n \u0111\u1ecba<\/td><td>\u0110i\u1ec7n tho\u1ea1i th\u00f4ng minh<\/td><td>$1.10<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">C\u00e1c b\u1ed9 x\u1eed l\u00fd t\u00edn hi\u1ec7u s\u1ed1 (DSP) d\u1ef1a tr\u00ean h\u1ecdc m\u00e1y<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ed1i v\u1edbi c\u00e1c h\u1ec7 th\u1ed1ng x\u1eed l\u00fd t\u00edn hi\u1ec7u k\u1ef9 thu\u1eadt s\u1ed1 (DSP) d\u1ef1a tr\u00ean h\u1ecdc m\u00e1y, vi\u1ec7c \u0111\u1ecbnh h\u01b0\u1edbng m\u1ee5c ti\u00eau d\u1ef1a tr\u00ean c\u00e1c k\u1ebft lu\u1eadn m\u00e0 thu\u1eadt to\u00e1n thu th\u1eadp \u0111\u01b0\u1ee3c t\u1eeb vi\u1ec7c ph\u00e2n t\u00edch d\u1eef li\u1ec7u l\u1edbn. N\u1ec1n t\u1ea3ng n\u00e0y xem x\u00e9t nhi\u1ec1u y\u1ebfu t\u1ed1, x\u1eed l\u00fd h\u00e0ng tri\u1ec7u k\u1ebft h\u1ee3p \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n x\u00e1c su\u1ea5t x\u1ea3y ra c\u1ee7a m\u1ed9t s\u1ef1 ki\u1ec7n c\u1ee5 th\u1ec3 \u0111\u1ed1i v\u1edbi m\u1ed9t ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee5 th\u1ec3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Khi m\u1ed9t SSP th\u00f4ng b\u00e1o c\u00f3 phi\u00ean \u0111\u1ea5u gi\u00e1 m\u1edbi, m\u1ed9t DSP ch\u1ec9 c\u00f3 kho\u1ea3ng 200 ms \u0111\u1ec3 x\u1eed l\u00fd quy\u1ebft \u0111\u1ecbnh c\u00f3 tham gia \u0111\u1ea5u gi\u00e1 hay kh\u00f4ng v\u00e0 m\u1ee9c gi\u00e1 \u0111\u1ea5u gi\u00e1 d\u1ef1a tr\u00ean k\u1ebft qu\u1ea3 d\u1ef1 ki\u1ebfn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u1ef1 \u0111o\u00e1n nh\u1ea5p chu\u1ed9t, c\u00e0i \u0111\u1eb7t v\u00e0 s\u1ef1 ki\u1ec7n d\u1ef1a tr\u00ean h\u00e0nh vi c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng tr\u01b0\u1edbc \u0111\u00f3 v\u00e0 di\u1ec5n ra g\u1ea7n nh\u01b0 \u0111\u1ed3ng th\u1eddi, ngay sau khi SSP g\u1eedi d\u1eef li\u1ec7u v\u1ec1 kho h\u00e0ng c\u00f3 s\u1eb5n. Sau \u0111\u00f3, thu\u1eadt to\u00e1n quy\u1ebft \u0111\u1ecbnh li\u1ec7u c\u00f3 n\u00ean \u0111\u1eb7t gi\u00e1 th\u1ea7u hay kh\u00f4ng \u2014 v\u00e0 n\u1ebfu c\u00f3, v\u1edbi m\u1ee9c gi\u00e1 bao nhi\u00eau.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bid shading l\u00e0 m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m n\u1ed5i b\u1eadt kh\u00e1c c\u1ee7a c\u00e1c h\u1ec7 th\u1ed1ng x\u1eed l\u00fd t\u00edn hi\u1ec7u k\u1ef9 thu\u1eadt s\u1ed1 (DSP) d\u1ef1a tr\u00ean tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI). D\u1ef1a tr\u00ean gi\u00e1 tr\u1ecb d\u1ef1 \u0111o\u00e1n c\u1ee7a ng\u01b0\u1eddi d\u00f9ng v\u00e0 d\u1eef li\u1ec7u \u0111\u1ea5u gi\u00e1 trong qu\u00e1 kh\u1ee9 (h\u00e0ng tri\u1ec7u l\u01b0\u1ee3t \u0111\u1ea5u gi\u00e1 qu\u1ea3ng c\u00e1o m\u1ed7i gi\u00e2y), thu\u1eadt to\u00e1n x\u00e1c \u0111\u1ecbnh gi\u00e1 th\u1ea7u v\u00e0 \u0111\u1eb7t gi\u00e1 th\u1ea7u. \u0110i\u1ec1u n\u00e0y gi\u00fap nh\u00e0 qu\u1ea3ng c\u00e1o c\u00f3 \u0111\u01b0\u1ee3c gi\u00e1 th\u1ea7u c\u00e2n \u0111\u1ed1i h\u01a1n v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng nh\u00e0 qu\u1ea3ng c\u00e1o kh\u00f4ng ph\u1ea3i tr\u1ea3 qu\u00e1 cao trong m\u00f4i tr\u01b0\u1eddng \u0111\u1ea5u gi\u00e1 gi\u00e1 \u0111\u1ea7u ti\u00ean.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u1ea5u tr\u00fac \u0111\u01a1n gi\u1ea3n h\u00f3a c\u1ee7a quy tr\u00ecnh \u0111\u1ea5u th\u1ea7u cho c\u00e1c n\u1ec1n t\u1ea3ng qu\u1ea3ng c\u00e1o d\u1ef1a tr\u00ean tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI):<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/blog.tenjin.com\/\/home\/u224211618\/domains\/tenjin.com\/public_html\/wp-content\/uploads\/2023\/03\/Programmatic-Process.png?resize=840%2C291&#038;ssl=1\" alt=\"Quy tr\u00ecnh l\u1eadp tr\u00ecnh\" class=\"wp-image-7238\" style=\"width:840px;height:291px\" width=\"840\" height=\"291\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/Programmatic-Process.png?w=1500&amp;ssl=1 1500w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/Programmatic-Process.png?resize=300%2C104&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/Programmatic-Process.png?resize=1024%2C354&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/Programmatic-Process.png?resize=768%2C266&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/Programmatic-Process.png?resize=18%2C6&amp;ssl=1 18w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e1c \u0111i\u1ec3m kh\u00e1c bi\u1ec7t ch\u00ednh gi\u1eefa c\u00e1c b\u1ed9 x\u1eed l\u00fd t\u00edn hi\u1ec7u s\u1ed1 (DSP) d\u1ef1a tr\u00ean quy t\u1eafc v\u00e0 d\u1ef1a tr\u00ean h\u1ecdc m\u00e1y (ML) \u0111\u01b0\u1ee3c li\u1ec7t k\u00ea d\u01b0\u1edbi \u0111\u00e2y:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table class=\"has-fixed-layout\"><tbody><tr><td><\/td><td>D\u1ef1a tr\u00ean quy t\u1eafc<\/td><td>D\u1ef1a tr\u00ean h\u1ecdc m\u00e1y<\/td><\/tr><tr><td>\u0110\u1ea5u gi\u00e1 th\u1eddi gian th\u1ef1c<\/td><td>\u221a<\/td><td>\u221a<\/td><\/tr><tr><td>H\u00e0ng t\u1ed3n kho ch\u1ea5t l\u01b0\u1ee3ng cao<\/td><td>\u221a<\/td><td>\u221a<\/td><\/tr><tr><td>Kh\u1ea3 n\u0103ng m\u1edf r\u1ed9ng<\/td><td><\/td><td>\u221a<\/td><\/tr><tr><td>\u0110\u1ecbnh ngh\u0129a c\u01a1 b\u1ea3n v\u1ec1 m\u1ee5c ti\u00eau<\/td><td>\u221a<\/td><td>\u221a(\u1edf giai \u0111o\u1ea1n \u0111\u1ea7u c\u1ee7a qu\u00e1 tr\u00ecnh h\u1ecdc t\u1eadp)<\/td><\/tr><tr><td>\u0110i\u1ec1u ch\u1ec9nh m\u1ee5c ti\u00eau t\u1ef1 \u0111\u1ed9ng d\u1ef1a tr\u00ean d\u1ef1 \u0111o\u00e1n hi\u1ec7u su\u1ea5t<\/td><td><\/td><td>\u221a<\/td><\/tr><tr><td>T\u1ef1 ph\u1ee5c v\u1ee5<\/td><td>\u221a<\/td><td><\/td><\/tr><tr><td>D\u1ecbch v\u1ee5 qu\u1ea3n l\u00fd<\/td><td>\u221a<\/td><td>\u221a<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Chia s\u1ebb d\u1eef li\u1ec7u trong qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng \u2013 V\u1ea5n \u0111\u1ec1 kh\u1edfi \u0111\u1ed9ng ban \u0111\u1ea7u<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Chia s\u1ebb d\u1eef li\u1ec7u trong vi\u1ec7c thu h\u00fat ng\u01b0\u1eddi d\u00f9ng di \u0111\u1ed9ng bao g\u1ed3m vi\u1ec7c cung c\u1ea5p cho \u0111\u1ed1i t\u00e1c thu h\u00fat ng\u01b0\u1eddi d\u00f9ng (UA) quy\u1ec1n truy c\u1eadp v\u00e0o danh s\u00e1ch \u0111\u1ed1i t\u01b0\u1ee3ng.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t h\u1ec7 th\u1ed1ng x\u1eed l\u00fd t\u00edn hi\u1ec7u k\u1ef9 thu\u1eadt s\u1ed1 (DSP) d\u1ef1a tr\u00ean tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI) c\u00f3 th\u1ec3 truy c\u1eadp v\u00e0o m\u1ed9t t\u1eadp d\u1eef li\u1ec7u l\u1edbn c\u00f3 th\u1ec3 t\u1ea1o ra c\u00e1c ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng t\u01b0\u01a1ng t\u1ef1 \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 kh\u1edfi \u0111\u1ed9ng l\u1ea1nh (v\u00e0 gi\u1ea3m \u0111\u00e1ng k\u1ec3 chi ph\u00ed kh\u00e1m ph\u00e1). Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y cho ph\u00e9p nh\u00e0 qu\u1ea3ng c\u00e1o \u0111\u1ea3m b\u1ea3o r\u1eb1ng h\u1ecd \u0111ang nh\u1eafm m\u1ee5c ti\u00eau \u0111\u00fang \u0111\u1ed1i t\u01b0\u1ee3ng ngay t\u1eeb \u0111\u1ea7u. \u0110\u1ed3ng th\u1eddi, danh s\u00e1ch \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0y c\u0169ng ho\u1ea1t \u0111\u1ed9ng nh\u01b0 m\u1ed9t danh s\u00e1ch lo\u1ea1i tr\u1eeb \u0111\u1ec3 ng\u0103n ch\u1eb7n vi\u1ec7c nh\u1eafm m\u1ee5c ti\u00eau v\u00e0o b\u1ea5t k\u1ef3 ng\u01b0\u1eddi d\u00f9ng hi\u1ec7n c\u00f3 n\u00e0o.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">M\u1ed9t t\u00ednh n\u0103ng kh\u00e1c c\u1ee7a c\u00e1c h\u1ec7 th\u1ed1ng x\u1eed l\u00fd t\u00edn hi\u1ec7u k\u1ef9 thu\u1eadt s\u1ed1 (DSP) d\u1ef1a tr\u00ean tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI) l\u00e0 kh\u1ea3 n\u0103ng nh\u1eadn di\u1ec7n c\u00e1c m\u1eabu h\u00e0nh vi c\u1ee7a c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng kh\u00e1c nhau, ph\u00e2n lo\u1ea1i c\u00e1c ph\u00e2n kh\u00fac v\u00e0 th\u1eadm ch\u00ed hi\u1ec3n th\u1ecb c\u00e1c n\u1ed9i dung qu\u1ea3ng c\u00e1o kh\u00e1c nhau d\u1ef1a tr\u00ean ph\u00e2n kh\u00fac \u0111\u00f3. Nh\u1edd v\u1eady, c\u00e1c chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o t\u1eadp trung v\u00e0o vi\u1ec7c thu h\u00fat ng\u01b0\u1eddi d\u00f9ng m\u1edbi v\u00e0 ph\u00f9 h\u1ee3p, thay v\u00ec l\u00e3ng ph\u00ed ng\u00e2n s\u00e1ch qu\u1ea3ng c\u00e1o v\u00e0o vi\u1ec7c nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ebfn ng\u01b0\u1eddi d\u00f9ng hi\u1ec7n t\u1ea1i ho\u1eb7c nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng c\u00f3 kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B\u1eaft \u0111\u1ea7u v\u1edbi k\u00eanh qu\u1ea3ng c\u00e1o t\u1ef1 \u0111\u1ed9ng<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">1) H\u00e3y nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e3y nh\u1edb r\u1eb1ng programmatic t\u1eadp trung v\u00e0o c\u00f4ng ngh\u1ec7 v\u00e0 ngu\u1ed3n qu\u1ea3ng c\u00e1o ch\u1ea5t l\u01b0\u1ee3ng. M\u1ed9t s\u1ed1 \u0111\u01a1n v\u1ecb c\u00f3 th\u1ec3 t\u1ef1 gi\u1edbi thi\u1ec7u m\u00ecnh l\u00e0 DSP (Demand-Side Platform) trong khi th\u1ef1c ch\u1ea5t l\u00e0 m\u1ed9t m\u1ea1ng l\u01b0\u1edbi qu\u1ea3ng c\u00e1o. \u0110\u1ec3 tr\u00e1nh nh\u1ea7m l\u1eabn, h\u00e3y \u0111\u1ea3m b\u1ea3o ki\u1ec3m tra c\u00e1c case study, nghi\u00ean c\u1ee9u v\u1ec1 c\u00f4ng ty v\u00e0 \u0111\u1eb7t nh\u1eefng c\u00e2u h\u1ecfi \u0111\u00fang v\u1ec1 ngu\u1ed3n l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp v\u00e0 ph\u01b0\u01a1ng ph\u00e1p th\u1ef1c hi\u1ec7n.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2) Chia s\u1ebb m\u1ee5c ti\u00eau v\u00e0 ch\u1ec9 s\u1ed1 KPI c\u1ee7a b\u1ea1n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0110\u1ec3 m\u1ed9t thu\u1eadt to\u00e1n h\u1ecdc m\u00e1y c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n vi\u1ec7c nh\u1eafm m\u1ee5c ti\u00eau ch\u00ednh x\u00e1c, n\u00f3 y\u00eau c\u1ea7u m\u1ed9t c\u1ea5u h\u00ecnh chi\u1ebfn d\u1ecbch r\u1ea5t c\u1ee5 th\u1ec3, trong \u0111\u00f3 c\u00e1c m\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh r\u00f5 r\u00e0ng.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3) Chia s\u1ebb d\u1eef li\u1ec7u.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nh\u01b0 \u0111\u00e3 \u0111\u1ec1 c\u1eadp tr\u01b0\u1edbc \u0111\u00f3, vi\u1ec7c chia s\u1ebb d\u1eef li\u1ec7u l\u00e0 m\u1ed9t b\u01b0\u1edbc quan tr\u1ecdng trong qu\u1ea3ng c\u00e1o di \u0111\u1ed9ng. C\u00f3 nhi\u1ec1u c\u00e1ch an to\u00e0n v\u00e0 tu\u00e2n th\u1ee7 quy \u0111\u1ecbnh v\u1ec1 b\u1ea3o m\u1eadt d\u1eef li\u1ec7u \u0111\u1ec3 chia s\u1ebb d\u1eef li\u1ec7u (v\u00e0 \u0111\u00f3 kh\u00f4ng ph\u1ea3i l\u00e0 t\u1ec7p .csv).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4) H\u00e3y ki\u00ean nh\u1eabn nh\u01b0ng c\u1ea9n th\u1eadn.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00f9y thu\u1ed9c v\u00e0o l\u0129nh v\u1ef1c \u1ee9ng d\u1ee5ng, vi\u1ec7c \u00e1p d\u1ee5ng Tr\u00ed tu\u1ec7 nh\u00e2n t\u1ea1o (AI) \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t quy tr\u00ecnh n\u00e9n s\u1ef1 ki\u1ec7n ph\u1ec5u c\u00e0i \u0111\u1eb7t s\u00e2u c\u00f3 th\u1ec3 m\u1ea5t th\u1eddi gian v\u00e0 ng\u00e2n s\u00e1ch kh\u00e1c nhau. H\u00e3y li\u00ean h\u1ec7 v\u1edbi qu\u1ea3n l\u00fd th\u00e0nh c\u00f4ng kh\u00e1ch h\u00e0ng c\u1ee7a n\u1ec1n t\u1ea3ng \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 ti\u1ebfn \u0111\u1ed9.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">V\u1ec1 t\u00e1c gi\u1ea3 kh\u00e1ch m\u1eddi<\/h4>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/i0.wp.com\/blog.tenjin.com\/\/home\/u224211618\/domains\/tenjin.com\/public_html\/wp-content\/uploads\/2023\/03\/T01CVCFM9BL-U03808CRXLG-3be7dcfeec35-512-1-300x300.jpg?resize=300%2C300&#038;ssl=1\" alt=\"\" class=\"wp-image-7241\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/T01CVCFM9BL-U03808CRXLG-3be7dcfeec35-512-1.jpg?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/T01CVCFM9BL-U03808CRXLG-3be7dcfeec35-512-1.jpg?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/T01CVCFM9BL-U03808CRXLG-3be7dcfeec35-512-1.jpg?resize=12%2C12&amp;ssl=1 12w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/03\/T01CVCFM9BL-U03808CRXLG-3be7dcfeec35-512-1.jpg?w=512&amp;ssl=1 512w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph translation-block\">Galia Lahav, Qu\u1ea3n l\u00fd Ti\u1ebfp th\u1ecb K\u1ef9 thu\u1eadt s\u1ed1 t\u1ea1i Persona.ly, m\u1ed9t <a href=\"https:\/\/persona.ly\/programmatic-dsp?utm_source=partner&amp;utm_medium=blog&amp;utm_campaign=tenjin\" target=\"_self\">DSP \u01b0u ti\u00ean thi\u1ebft b\u1ecb di \u0111\u1ed9ng<\/a> ho\u1ea1t \u0111\u1ed9ng tr\u00ean to\u00e0n c\u1ea7u. V\u1edbi kh\u1ea3 n\u0103ng truy c\u1eadp h\u01a1n 2,5 tri\u1ec7u phi\u00ean \u0111\u1ea5u gi\u00e1 qu\u1ea3ng c\u00e1o m\u1ed7i gi\u00e2y, c\u00e1c thu\u1eadt to\u00e1n \u0111\u1ea5u gi\u00e1 \u0111\u1ed9c quy\u1ec1n v\u00e0 h\u1ecdc m\u00e1y, Persona.ly cung c\u1ea5p c\u00e1c gi\u1ea3i ph\u00e1p UA v\u00e0 t\u00e1i ti\u1ebfp th\u1ecb minh b\u1ea1ch, t\u1eadp trung v\u00e0o hi\u1ec7u su\u1ea5t v\u00e0 \u0111\u01b0\u1ee3c nh\u1eafm m\u1ee5c ti\u00eau cao c\u1ea5p tr\u00ean quy m\u00f4 l\u1edbn. C\u00f4ng ty \u0111\u01b0\u1ee3c tin c\u1eady b\u1edfi Rapido, Games24x7, Papaya Gaming, Ubisoft, Tilting Point v\u00e0 nhi\u1ec1u \u0111\u1ed1i t\u00e1c kh\u00e1c.<\/p>","protected":false},"excerpt":{"rendered":"<p>Guest post by Galia Lahav, Digital Marketing Manager @Persona.ly User acquisition is one of the most important pillars of running a successful mobile app. User acquisition strategies stretch from organic (ASO) and owned media, to paid media (social platforms, networks, and programmatic). As a mobile marketer, you most certainly tried various marketing channels and platforms&#8230;.<\/p>","protected":false},"author":5,"featured_media":8344,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Programmatic Advertising for Mobile 101 | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how programmatic advertising works for mobile user acquisition, from RTB ecosystems and DSPs to targeting strategies that reduce fraud and boost efficiency.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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