{"id":8332,"date":"2023-03-02T09:40:00","date_gmt":"2023-03-02T09:40:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8332"},"modified":"2026-04-14T09:58:56","modified_gmt":"2026-04-14T09:58:56","slug":"programmatic-advertising-on-mobile-101-beginners-guide-to-dsps","status":"publish","type":"post","link":"https:\/\/tenjin.com\/zh\/blog\/programmatic-advertising-on-mobile-101-beginners-guide-to-dsps\/","title":{"rendered":"\u79fb\u52a8\u5e7f\u544a 101\uff1aDSP \u5165\u95e8\u6307\u5357"},"content":{"rendered":"<p><em>\u6570\u5b57\u8425\u9500\u7ecf\u7406 Galia Lahav @ \u7684\u5ba2\u5ea7\u6587\u7ae0<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>\u8981\u60f3\u8fd0\u8425\u597d\u4e00\u4e2a APP\uff0c\u7528\u6237\u83b7\u53d6\u662f\u5176\u4e2d\u91cd\u8981\u4e00\u73af\u3002\u7528\u6237\u83b7\u53d6\u7b56\u7565\u4ece\u81ea\u7136\u6e20\u9053\uff08ASO\uff09\u3001\u81ea\u5a92\u4f53\uff0c\u5ef6\u4f38\u5230\u4e86\u4ed8\u8d39\u6e20\u9053\uff08\u793e\u4ea4\u5e73\u53f0\u3001\u7f51\u7edc\u4ee5\u53ca\u7a0b\u5e8f\u5316\u5e7f\u544a\uff09\u3002<\/p>\n\n\n\n<p>\u4f5c\u4e3a\u4e00\u540d\u79fb\u52a8\u8425\u9500\u4ece\u4e1a\u8005\uff0c\u4f60\u80af\u5b9a\u5df2\u7ecf\u5c1d\u8bd5\u8fc7\u5404\u79cd\u63a8\u5e7f\u6e20\u9053\u548c\u5e73\u53f0\u3002\u9009\u62e9\u4ed8\u8d39\u5927\u5a92\u4f53\u4f3c\u4e4e\u662f\u6700\u7b80\u5355\u7684\u89e3\u9898\u601d\u8def\uff0c\u4f46\u662f\u5c06\u9e21\u86cb\u90fd\u653e\u5728\u4e00\u4e2a\u7bee\u5b50\u91cf\u53ef\u4e0d\u662f\u4e00\u4e2a\u597d\u4e3b\u610f\uff0c\u56e0\u4e3a\u8fd9\u4f1a\u5bfc\u81f4\u5bf9\u67d0\u4e00\u6d41\u91cf\u6765\u6e90\u7684\u8fc7\u5ea6\u4f9d\u8d56\u3002\u7a0b\u5e8f\u5316\u5e7f\u544a\u6e20\u9053\u7684\u51fa\u73b0\u4f7f\u6d41\u91cf\u6765\u6e90\u591a\u6837\u5316\uff0c\u8ba9\u8425\u9500\u4eba\u5458\u53ef\u4ee5\u4ece\u5404\u79cd\u5e7f\u544a\u4f9b\u5e94\u65b9\u5904\u8d2d\u4e70\u6d41\u91cf\uff0c\u5168\u7a0b\u662f\u5b8c\u5168\u900f\u660e\u4e14\u7a0b\u5e8f\u5316\u7684\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u4ec0\u4e48\u662f\u7a0b\u5e8f\u5316\u5e7f\u544a\uff1f<\/h2>\n\n\n\n<p>\u5e7f\u544a\u6280\u672f\u4e2d\u7684\u7a0b\u5e8f\u5316\u662f\u6307\u5229\u7528\u6280\u672f\u5b9e\u73b0\u5e7f\u544a\u4e70\u5356\u7684\u81ea\u52a8\u5316\u3002\u5176\u4e2d\u7684\u7a0b\u5e8f\u5316\u5e73\u53f0\u2014\u9700\u6c42\u65b9\u5e73\u53f0\uff08Demand Side Platform\uff0c\u7b80\u79f0 DSP\uff09\u2014\u8d1f\u8d23\u5b9e\u65f6\u7ade\u4ef7\uff0c\u9488\u5bf9\u7279\u5b9a\u7684\u4eba\u7fa4\u7ec6\u5206\uff0c\u5e76\u4e14\u5206\u6790\u6570\u636e\u4ee5\u4f18\u5316\u5e7f\u544a\u8868\u73b0\u3002&nbsp;<\/p>\n\n\n\n<p>\u7a0b\u5e8f\u5316\u5e7f\u544a\u4e3a\u5e7f\u544a\u4e3b\u63d0\u4f9b\u4e86\u66f4\u9ad8\u6548\u7684\u5e7f\u544a\uff0c\u4ee5\u53ca\u66f4\u5927\u89c4\u6a21\u7684\u76ee\u6807\u5b9a\u4f4d\u3002\u7531\u4e8e\u591a\u79cd\u56e0\u7d20\u7ec4\u5408\u7684\u590d\u6742\u6027\u548c\u53d8\u5316\u7684\u901f\u5ea6\uff0c\u51ed\u4eba\u529b\u6839\u672c\u65e0\u6cd5\u8fbe\u5230\u8fd9\u79cd\u6548\u7387\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u5b9e\u65f6\u7ade\u4ef7\uff08RTB\uff09\u7cfb\u7edf\u548c\u6d41\u7a0b<\/h2>\n\n\n\n<p>\u5e7f\u544a\u4e3b\u53ef\u4ee5\u5728\u4e00\u4e2a\u57fa\u4e8e\u516c\u5f00\u62cd\u5356\u7684\u5e02\u573a\uff0c\u4e5f\u5c31\u662f\u9700\u6c42\u65b9\u5e73\u53f0\uff08DSP\uff09\uff0c\u5b9e\u65f6\u7ade\u4ef7\uff08RTB\uff09\u8d2d\u4e70\u7a0b\u5e8f\u5316\u6d41\u91cf\u3002<\/p>\n\n\n\n<p>\u5728\u7a0b\u5e8f\u5316\u5e7f\u544a\u751f\u6001\u94fe\u4e2d\uff0c\u6709\u51e0\u4e2a\u5173\u952e\u53c2\u4e0e\u8005\uff1a\u5f00\u53d1\u8005\u3001\u5e7f\u544a\u4e3b\u3001SSP \u548c DSP\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li class=\"translation-block\"><strong>\u5f00\u53d1\u8005<\/strong>\u662f\u6570\u5b57\u8d44\u4ea7\uff08\u5982\u7f51\u7ad9\u6216\u5e94\u7528\u7a0b\u5e8f\uff09\u7684\u6240\u6709\u8005\uff0c\u4ed6\u4eec\u63d0\u4f9b\u5e7f\u544a\u4f4d\u4ee5\u5c06\u5176\u4ea7\u54c1\u76c8\u5229\u3002<\/li>\n\n\n\n<li class=\"translation-block\"><strong>SSPs SSP\uff08\u4f9b\u5e94\u65b9\u5e73\u53f0\uff09<\/strong>\u5145\u5f53\u5f00\u53d1\u8005\u548c\u4e70\u5bb6\u4e4b\u95f4\u7684\u6865\u6881\uff0c\u4e3a\u5f00\u53d1\u8005\u51fa\u552e\u5e7f\u544a\u4f4d\u5e93\u5b58\u63d0\u4f9b\u5e73\u53f0\u3002<\/li>\n\n\n\n<li class=\"translation-block\"><strong>DSP\uff08\u9700\u6c42\u65b9\u5e73\u53f0\uff09<\/strong> \u8fde\u63a5\u591a\u5bb6 SSP \u548c\u5176\u4ed6\u4e92\u8054\u7f51\u5e7f\u544a\u4ea4\u6613\u5e73\u53f0\uff0c\u8ba9\u5e7f\u544a\u4e3b\u53ef\u4ee5\u5728\u5e73\u53f0\u4e0a\u901a\u8fc7\u5b9e\u65f6\u7ade\u4ef7\u8d2d\u4e70\u6d41\u91cf\u3002<\/li>\n\n\n\n<li class=\"translation-block\"><strong>\u5e7f\u544a\u4e3b<\/strong>\u662f\u90a3\u4e9b\u5bfb\u627e\u53ef\u7528\u5e7f\u544a\u4f4d\u6765\u53d1\u5e03\u5e7f\u544a\uff0c\u89e6\u53ca\u76ee\u6807\u53d7\u4f17\u7684\u4eba\u3002<\/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=\"\u8ba1\u5212-\u751f\u6001\u7cfb\u7edf-\" 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\">\u7a0b\u5e8f\u5316\u5e7f\u544a\u4e3a\u4f55\u51fa\u4f17\uff1f<\/h2>\n\n\n\n<p>SSP \u8d77\u6e90\u81ea\u5e7f\u544a\u5e73\u53f0\u2014\u901a\u8fc7\u63a5\u5165\u591a\u5bb6\u5f00\u53d1\u8005\uff08\u7f51\u7ad9\u6216\u5e94\u7528\uff09\u83b7\u53d6\u5e7f\u544a\u4f4d\u5e93\u5b58\uff0c\u7136\u540e\u5411\u7528\u6237\u5c55\u793a\u5e7f\u544a\u4ee5\u53d8\u73b0\u7684\u516c\u53f8\u3002<\/p>\n\n\n\n<p class=\"translation-block\">\u5e7f\u544a\u7f51\u7edc\u63d0\u4f9b\u5bf9\u5927\u91cf\u5e7f\u544a\u4f4d\u5e93\u5b58\u7684\u8bbf\u95ee\uff1b\u7136\u800c\uff0c\u8fd9\u9700\u8981\u5927\u91cf\u624b\u52a8\u64cd\u4f5c\uff0c\u5e76\u4e14\u5728\u67d0\u4e9b\u60c5\u51b5\u4e0b\u7f3a\u4e4f\u900f\u660e\u6027\u3002 \u5e7f\u544a\u5e73\u53f0\u5927\u591a\u4e3a\u6210\u6548\u5bfc\u5411\u7684\u6536\u8d39\u65b9\u6848\uff0c\u5982 CPI \uff08\u6bcf\u5b89\u88c5\u6210\u672c\uff09\u4ee5\u53ca CPA \uff08\u6bcf\u8f6c\u5316\u6210\u672c\uff09\u3002\uff08\u6211\u4eec\u5c06\u5728\u4e0b\u4e00\u4e2a\u6bb5\u843d\u4ecb\u7ecd\u8fd9\u65b9\u9762\u7684\u95ee\u9898\uff09\u3002SSP \u63d0\u4f9b\u7a0b\u5e8f\u5316\u7684\uff08 \u201c<em>\u81ea\u52a8\u5316\u7684<\/em>\u201d\uff09\u5e93\u5b58\uff0c\u4ec5\u4f7f\u7528 CPM\uff08\u6bcf\u5343\u6b21\u5c55\u793a\u6210\u672c\uff09 \u7ed3\u7b97\u6a21\u578b\uff0c\u5e76\u4e14\u5728\u7528\u6237\u5b9a\u4f4d\u7684\u5b9e\u8df5\u4e2d\u5177\u5907\u66f4\u5927\u7684\u901a\u7528\u6027\u3002<\/p>\n\n\n\n<p class=\"translation-block\">\u57fa\u4e8e CPA \u7ed3\u7b97\uff08\u5e7f\u544a\u4e3b\u6309\u6bcf\u5b89\u88c5\/\u76ee\u6807\u4e8b\u4ef6\u4ed8\u8d39\uff09\u7684\u7528\u6237\u83b7\u53d6\u7b56\u7565\u4f3c\u4e4e\u5f88\u5212\u7b97\uff0c\u6709\u65f6\u5019\u6548\u679c\u597d\u5f97\u4e0d\u592a\u771f\u5b9e\u3002\u7f3a\u4e4f\u900f\u660e\u5ea6\u4e3a\u4eba\u4e3a\u64cd\u7eb5\u7559\u4e0b\u4e86\u7a7a\u95f4\uff0c\u56e0\u4e3a\u5e7f\u544a\u5e73\u53f0\u4e0d\u4f1a\u62ab\u9732\u6d41\u91cf\u6765\u6e90\uff0c\u4ee5\u907f\u514d\u4e0e\u5e7f\u544a\u4e3b\u7684\u76f4\u63a5\u7ade\u4e89\u3002\u56e0\u6b64\uff0c\u5e7f\u544a\u4e3b\u6700\u7ec8\u53ef\u80fd\u4f1a\u4e3a\u6b3a\u8bc8\u5b89\u88c5\u6216\u4e8b\u4ef6\u4ed8\u8d39\u3002\u6709\u591a\u79cd<a href=\"https:\/\/docs.tenjin.com\/docs\/zh\/fraud\" target=\"_self\">\u53cd\u6b3a\u8bc8\u65b9\u6848<\/a>\u4e3a\u5e7f\u544a\u4e3b\u63d0\u4f9b\u4fdd\u969c\uff0c\u4f46\u662f\u6b3a\u8bc8\u9020\u6210\u7684\u635f\u5bb3\u4e0d\u4ec5\u4ec5\u4f53\u73b0\u5728\u91d1\u94b1\u4e0a\uff0c\u6f5c\u5728\u7684\u8fd8\u5305\u62ec\u5f71\u54cd ASO \u6210\u6548\u4ee5\u53ca<a href=\"https:\/\/persona.ly\/blog\/2022\/11\/the-vicious-cycle-of-click-spamming\/\" target=\"_self\">\u8695\u98df\u81ea\u7136\u91cf<\/a>\u3002<\/p>\n\n\n\n<p>\u6709\u4e86\u7a0b\u5e8f\u5316\u5e7f\u544a\uff0c\u5e7f\u544a\u4e3b\u901a\u8fc7\u53ef\u4fe1\u7684 SSP \u4ece\u5f00\u53d1\u8005\u90a3\u91cc\u8d2d\u4e70\u5e7f\u544a\u5c55\u793a\u3002\u6b64\u5916\uff0cDSP \u7684\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u901a\u8fc7\u4e8b\u4ef6\u6982\u7387\u9884\u6d4b\u6765\u7cbe\u51c6\u7684\u5b9a\u4f4d\u53d7\u4f17\u3002\u867d\u7136 KPI \u662f\u57fa\u4e8e\u6210\u6548\uff08eCPI\u3001eCPA \u6216 ROAS\uff09\u8bbe\u7f6e\u7684\uff0c\u4f46\u5e7f\u544a\u4e3b\u662f\u4e3a\u5e7f\u544a\u5c55\u793a\u6b21\u6570\u4ed8\u8d39\u3002<\/p>\n\n\n\n<p>\u7a0b\u5e8f\u5316\u5e7f\u544a\u7684\u201c\u79d8\u5bc6\u6b66\u5668\u201d\u662f\u627e\u5230\u6700\u5b8c\u7f8e\u7684\u53d7\u4f17\u7279\u5f81\u4ee5\u53ca\u7b5b\u9009\u4e0d\u76f8\u5173\u7684\u53d7\u4f17\u7fa4\u4f53\u3002\u8fd9\u79cd\u65b9\u6cd5\u786e\u4fdd\u5728\u6b63\u786e\u7684\u65f6\u95f4\uff0c\u5411\u771f\u6b63\u5bf9\u4ea7\u54c1\u611f\u5174\u8da3\uff0c\u5e76\u66f4\u6709\u53ef\u80fd\u6267\u884c\u76ee\u6807\u52a8\u4f5c\u7684\u53d7\u4f17\u663e\u793a\u5e7f\u544a\u3002\u56e0\u6b64\uff0c\u7a0b\u5e8f\u5316 DSP \u6ca1\u6709\u7406\u7531\u9690\u85cf\u5176\u6d41\u91cf\u6765\u6e90\u548c\u5f00\u53d1\u8005\u3002<\/p>\n\n\n\n<p>\u4e00\u65b9\u9762\uff0c\u5e7f\u544a\u4e3b\u7684\u83b7\u5ba2\u6210\u672c\u964d\u4f4e\u3002\u53e6\u4e00\u65b9\u9762\uff0c\u6d88\u9664\u4e86\u4efb\u4f55\u6b3a\u8bc8\u6d3b\u52a8\u7684\u98ce\u9669\uff0c\u56e0\u4e3a SSP \u548c DSP \u90fd\u91c7\u53d6\u4e86\u591a\u79cd\u53cd\u6b3a\u8bc8\u65b9\u6cd5\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">DSP \u6709\u54ea\u4e9b\u4e0d\u540c\u7c7b\u578b\uff1f<\/h2>\n\n\n\n<p>\u7a0b\u5e8f\u5316\u5e7f\u544a\u662f\u4e00\u79cd\u66f4\u660e\u667a\u7684\u4e70\u91cf\u65b9\u5f0f\uff0c\u5e7f\u544a\u4e3b\u53ef\u4ee5\u5728 DSP \u4e0a\u8bbe\u7f6e\u4e00\u5b9a\u7684 KPI \u8981\u6c42\u6765\u5b9e\u73b0\u76ee\u6807\u3002DSP \u53ef\u4ee5\u5206\u4e3a rule-based DSP\uff08\u57fa\u4e8e\u89c4\u5219\u7684 DSP\uff09 \u4ee5\u53ca ML-based DSP\uff08\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684 DSP\uff09\u3002&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u57fa\u4e8e\u89c4\u5219\u7684 DSP<\/h4>\n\n\n\n<p>\u5bf9\u4e8e\u6b64\u7c7b DSP\uff0cbidding \u662f\u57fa\u4e8e\u5e73\u53f0\u9075\u5faa\u7684\u7b80\u5355\u89c4\u5219\uff08\u4e3b\u8981\u7531\u4e13\u4e1a\u4eba\u58eb\u8bbe\u7f6e\uff09\u8fdb\u884c\u7684\u3002\u867d\u7136\u8fd9\u662f\u4e00\u79cd\u4e70\u91cf\u7684\u53ef\u884c\u65b9\u5f0f\uff0c\u4f46\u5b83\u7f3a\u4e4f\u6548\u7387\uff0c\u9700\u8981\u5927\u91cf\u624b\u52a8\u8c03\u6574\u3002<\/p>\n\n\n\n<p>\u5927\u591a\u6570\u81ea\u52a9\u5f0f\u7684 DSP \u90fd\u662f\u57fa\u4e8e\u89c4\u5219\u7684\uff0c\u56e0\u4e3a\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u9700\u8981\u5927\u91cf\u7684\u5e73\u53f0\u548c\u7b97\u6cd5\u77e5\u8bc6\uff08\u4ee5\u53ca\u5927\u91cf\u7684\u6570\u636e\u79d1\u5b66\uff09\u3002<\/p>\n\n\n\n<p>\u4ee5\u4e0b\u662f\u57fa\u4e8e\u89c4\u5219\u7684 DSP \u7684\u8bbe\u7f6e\u793a\u4f8b\uff1a<\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table><tbody><tr><td>\u5546\u5e97\u7c7b\u578b<\/td><td>\u5e7f\u544a\u4f4d<\/td><td>\u8bbe\u5907\u7c7b\u578b<\/td><td>\u7ade\u4ef7<\/td><\/tr><tr><td>RPG<\/td><td>\u6a2a\u5e45<\/td><td>\u684c\u9762\u7aef<\/td><td>$0.24<\/td><\/tr><tr><td>\u4f11\u95f2<\/td><td>\u89c6\u9891<\/td><td>\u79fb\u52a8\u7aef<\/td><td>$3.50<\/td><\/tr><tr><td>\u62fc\u56fe<\/td><td>\u539f\u751f<\/td><td>\u79fb\u52a8\u7aef<\/td><td>$1.10<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684 DSP<\/h3>\n\n\n\n<p>\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684 DSP \u901a\u8fc7\u7b97\u6cd5\u7814\u7a76\u5927\u6570\u636e\u5f97\u51fa\u7cbe\u51c6\u7684\u5b9a\u4f4d\u53d7\u4f17\u3002\u6b64\u7c7b\u5e73\u53f0\u7efc\u5408\u8003\u8651\u591a\u79cd\u56e0\u7d20\uff0c\u5904\u7406\u6570\u767e\u4e07\u4e2a\u7ec4\u5408\uff0c\u4ee5\u9884\u6d4b\u7279\u5b9a\u53d7\u4f17\u7fa4\u4f53\u53d1\u751f\u7279\u5b9a\u4e8b\u4ef6\u7684\u6982\u7387\u3002<\/p>\n\n\n\n<p>\u4e00\u65e6 SSP \u53d1\u51fa\u65b0\u62cd\u5356\u4fe1\u53f7\uff0cDSP \u53ea\u6709\u5927\u7ea6 200 \u6beb\u79d2\u7684\u65f6\u95f4\u6765\u5904\u7406\u662f\u5426\u51fa\u4ef7\u4ee5\u53ca\u6839\u636e\u9884\u671f\u7ed3\u679c\u51fa\u4ef7\u591a\u5c11\u3002<\/p>\n\n\n\n<p>\u70b9\u51fb\u3001\u5b89\u88c5\u548c\u57fa\u4e8e\u4ee5\u5f80\u7528\u6237\u884c\u4e3a\u7684\u4e8b\u4ef6\u9884\u6d4b\u51e0\u4e4e\u540c\u65f6\u53d1\u751f\uff0c\u7d27\u63a5\u5728 SSP \u53d1\u9001\u65b0\u53ef\u7528\u5e7f\u544a\u4f4d\u7684\u7ade\u62cd\u6570\u636e\u4e4b\u540e\u3002\u7136\u540e\u7b97\u6cd5\u51b3\u5b9a\u662f\u5426\u51fa\u4ef7\uff0c\u5982\u679c\u51fa\u4ef7\uff0c\u4ef7\u683c\u662f\u591a\u5c11\u3002<\/p>\n\n\n\n<p>\u7ade\u4ef7\u906e\u853d\u662f\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684 DSP \u7684\u53e6\u4e00\u4e2a\u663e\u8457\u7279\u5f81\u3002\u57fa\u4e8e\u9884\u6d4b\u7684\u7528\u6237\u4ef7\u503c\u548c\u8fc7\u53bb\u7684\u7ade\u4ef7\u6570\u636e\uff08\u6bcf\u79d2\u5904\u7406\u6570\u767e\u4e07\u6b21\u7684\u5e7f\u544a\u62cd\u5356\uff09\uff0c\u8be5\u7b97\u6cd5\u9884\u6d4b\u62cd\u5356\u4ef7\u683c\u5e76\u8fdb\u884c\u51fa\u4ef7\u3002\u8fd9\u5141\u8bb8\u5e7f\u544a\u4e3b\u83b7\u5f97\u66f4\u5747\u8861\u7684\u51fa\u4ef7\uff0c\u5e76\u786e\u4fdd\u5e7f\u544a\u4e3b\u4e0d\u4f1a\u5728\u7b2c\u4e00\u4ef7\u62cd\u5356\u9886\u57df\u91cc\u591a\u4ed8\u8d39\u3002&nbsp;<\/p>\n\n\n\n<p>\u4ee5\u4e0b\u662f\u7ade\u4ef7\u8fc7\u7a0b\u7684\u4e00\u4e2a\u7b80\u5355\u793a\u610f\uff1a<\/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=\"\u8ba1\u5212-\u6d41\u7a0b\" 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>\u57fa\u4e8e\u89c4\u5219\u7684 DSP \u548c\u57fa\u4e8e ML \u7684 DSP \u4e4b\u95f4\u7684\u4e3b\u8981\u533a\u522b\u5982\u4e0b\uff1a<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-table is-style-stripes\"><table class=\"has-fixed-layout\"><tbody><tr><td><\/td><td>\u57fa\u4e8e\u89c4\u5219<\/td><td>\u57fa\u4e8e\u673a\u5668\u5b66\u4e60<\/td><\/tr><tr><td>\u5b9e\u65f6\u7ade\u4ef7<\/td><td>\u221a<\/td><td>\u221a<\/td><\/tr><tr><td>\u9ad8\u8d28\u91cf\u5e7f\u544a\u5e93\u5b58<\/td><td>\u221a<\/td><td>\u221a<\/td><\/tr><tr><td>\u53ef\u62d3\u5c55\u6027<\/td><td><\/td><td>\u221a<\/td><\/tr><tr><td>\u57fa\u672c\u7684\u7528\u6237\u5b9a\u4f4d<\/td><td>\u221a<\/td><td>\u221a(\u5728\u5b66\u4e60\u7684\u65e9\u671f\u9636\u6bb5\uff09<\/td><\/tr><tr><td>\u57fa\u4e8e\u6210\u6548\u9884\u6d4b\u7684\u7528\u6237\u5b9a\u4f4d\u8c03\u6574<\/td><td><\/td><td>\u221a<\/td><\/tr><tr><td>\u81ea\u52a9\u5f0f\u670d\u52a1<\/td><td>\u221a<\/td><td><\/td><\/tr><tr><td>\u7ba1\u7406\u670d\u52a1<\/td><td>\u221a<\/td><td>\u221a<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u7a0b\u5e8f\u5316\u5e7f\u544a\u7684\u6570\u636e\u5171\u4eab\u2014\u2014\u51b7\u542f\u52a8\u95ee\u9898<\/h2>\n\n\n\n<p>\u6570\u636e\u5171\u4eab\u6d89\u53ca\u5411 UA \u4f19\u4f34\u63d0\u4f9b\u5bf9\u53d7\u4f17\u6570\u636e\u7684\u8bbf\u95ee\u3002&nbsp;<\/p>\n\n\n\n<p>\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684 DSP \u53ef\u4ee5\u8bbf\u95ee\u5927\u578b\u6570\u636e\u96c6\uff0c\u7136\u540e\u751f\u6210\u7c7b\u4f3c\u7528\u6237\uff08Lookalike\uff09\uff0c\u4ee5\u89e3\u51b3\u51b7\u542f\u52a8\u95ee\u9898\uff08\u663e\u8457\u964d\u4f4e\u5b66\u4e60\u6210\u672c\uff09\u3002\u8fd9\u79cd\u65b9\u6cd5\u4f7f\u5e7f\u544a\u4ece\u4e00\u5f00\u59cb\u5c31\u7784\u51c6\u6b63\u786e\u7684\u53d7\u4f17\u3002\u4e0e\u6b64\u540c\u65f6\uff0c\u53d7\u4f17\u540d\u5355\u53ef\u4ee5\u4f5c\u4e3a\u6392\u9664\u5217\u8868\uff0c\u9632\u6b62\u5b9a\u5411\u5230\u4efb\u4f55\u5df2\u6709\u7528\u6237\u3002&nbsp;<\/p>\n\n\n\n<p>\u57fa\u4e8e ML \u7684 DSP \u7684\u53e6\u4e00\u4e2a\u7279\u70b9\u662f\uff0c\u80fd\u591f\u8bc6\u522b\u4e0d\u540c\u53d7\u4f17\u7684\u884c\u4e3a\u6a21\u5f0f\uff0c\u5bf9\u7fa4\u4f53\u8fdb\u884c\u5206\u7c7b\uff0c\u751a\u81f3\u53ef\u4ee5\u6839\u636e\u4e0d\u540c\u7ec6\u5206\u5c55\u793a\u4e0d\u540c\u521b\u610f\u3002\u901a\u8fc7\u8fd9\u79cd\u65b9\u5f0f\uff0c\u5e7f\u544a\u8ba1\u5212\u4e13\u6ce8\u4e8e\u9ad8\u6548\u83b7\u65b0\uff0c\u800c\u4e0d\u662f\u5c06\u9884\u7b97\u6d6a\u8d39\u5728\u5df2\u6709\u7528\u6237\u6216\u90a3\u4e9b\u4e0d\u4f1a\u8f6c\u6362\u7684\u7528\u6237\u4e0a\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u5982\u4f55\u5f00\u59cb\u5728\u7a0b\u5e8f\u5316\u5e7f\u544a\u6e20\u9053\u4e0a\u63a8\u5e7f\uff1f<\/h2>\n\n\n\n<p>1\uff09\u5e02\u573a\u8c03\u7814<\/p>\n\n\n\n<p>\u8bf7\u8bb0\u4f4f\uff0c\u7a0b\u5e8f\u5316\u5e7f\u544a\u9700\u8981\u6280\u672f\u548c\u9ad8\u54c1\u8d28\u5e7f\u544a\u5e93\u5b58\u4e3a\u57fa\u7840\u3002\u4e00\u4e9b\u5e73\u53f0\u53ef\u80fd\u4f1a\u5c06\u81ea\u5df1\u5b9a\u4f4d\u4e3a\u4e00\u4e2a DSP\uff0c\u540c\u65f6\u53c8\u662f\u4e00\u4e2a\u5e7f\u544a\u6e20\u9053\u3002\u4e3a\u4e86\u907f\u514d\u6df7\u6dc6\uff0c\u8bf7\u52a1\u5fc5\u67e5\u770b\u6210\u529f\u6848\u4f8b\uff0c\u8c03\u7814\u516c\u53f8\uff0c\u5e76\u5c31\u6d41\u91cf\u6765\u6e90\u548c\u7ade\u4ef7\u65b9\u6cd5\u63d0\u51fa\u6b63\u786e\u7684\u95ee\u9898\u3002&nbsp;&nbsp;<\/p>\n\n\n\n<p>2\uff09\u8bbe\u7f6e\u76ee\u6807\u548c KPI<\/p>\n\n\n\n<p>\u4e3a\u4e86\u8ba9\u673a\u5668\u5b66\u4e60\u7b97\u6cd5\u5b9e\u73b0\u7cbe\u51c6\u5b9a\u4f4d\uff0c\u9700\u8981\u4e00\u4e2a\u975e\u5e38\u5177\u4f53\u7684\u5e7f\u544a\u8bbe\u7f6e\uff0c\u5305\u62ec\u76ee\u6807\u548c KPI\u3002&nbsp;<\/p>\n\n\n\n<p>3\uff09\u8bbe\u7f6e\u6570\u636e\u56de\u4f20<\/p>\n\n\n\n<p>\u5982\u524d\u6240\u8ff0\uff0c\u6570\u636e\u5171\u4eab\u662f\u79fb\u52a8\u5e7f\u544a\u7684\u5173\u952e\u4e00\u6b65\u3002\u6709\u591a\u79cd\u5b89\u5168\u4e14\u7b26\u5408\u6570\u636e\u9690\u79c1\u7684\u65b9\u5f0f\u6765\u5171\u4eab\u6570\u636e\uff08\u800c\u4e14\u4e0d\u662f\u901a\u8fc7 .csv \u6587\u4ef6\uff09\u3002&nbsp;<\/p>\n\n\n\n<p>4\uff09\u4fdd\u6301\u8010\u5fc3\u548c\u8c28\u614e<\/p>\n\n\n\n<p>\u6839\u636e\u5e94\u7528\u7684\u5782\u76f4\u65b9\u5411\uff0cDSP \u53ef\u80fd\u9700\u8981\u4e0d\u540c\u7684\u65f6\u95f4\u548c\u9884\u7b97\u6765\u5efa\u7acb\u5f3a\u5927\u7684\u6df1\u5c42\u4e8b\u4ef6\u6f0f\u6597\u6a21\u578b\u3002\u8bf7\u4e0e\u5e73\u53f0\u7684\u5ba2\u6237\u6210\u529f\u7ecf\u7406\u4fdd\u6301\u8054\u7cfb\uff0c\u4ee5\u4fbf\u8fdb\u884c\u8fdb\u5ea6\u8bc4\u4f30\u3002<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u5173\u4e8e\u4f5c\u8005<\/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=\"translation-block\">Galia Lahav \u662f Persona.ly \u7684\u5e02\u573a\u7ecf\u7406\u3002\u4f5c\u4e3a<a href=\"https:\/\/persona.ly\/programmatic-dsp?utm_source=partner&amp;utm_medium=blog&amp;utm_campaign=tenjin\" target=\"_self\">\u5168\u7403\u9996\u4e2a\u79fb\u52a8 DSP<\/a>\uff0cPersona.ly \u6bcf\u79d2\u5904\u7406\u8d85\u8fc7 250 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