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本文来源:曼朗 发布时间:2015-07-31 分享:
RTB模式是网络广告行业新型的购买模式,与传统的PPC广告(根据用户数量计费)、CPM广告(一千次浏览计费)、CPC广告(每点击一次计费)、Monthly Flat(包月计费)、Daily Flat(包天计费)等相比RTB就是在每个广告展示曝光的基础上进行竞价。在展示型广告市场上,交易的货品是每个广告展示的曝光,需求方是广告商和代理商,供应方就是各大媒体,那么效益更大化的竞价策略就是在每个广告展示曝光的基础上,根据这个展示曝光的需求量,在支持维克瑞拍卖模式的大环境下,给出不同的竞价进行类似拍卖意义的交易,这就是RTB广告。
RTB广告的特点在于,广告平台(即需求方平台:互联网广告提供者 SSP)售卖的不仅仅是传统意义上的广告位了,而是访问这个广告位的具体用户,这个用户会有自己的兴趣爱好,广告如果能够投其所好就能产生更大的收益。这样的用户在互联网海洋里可是稀缺资源,他完全有魅力让广告主来竞相竞价获得在用户面前展现自己的机会,RTB广告放大了网络营销广告的指向性和精准度,并将网络广告的作用发挥到一个崭新的水平,使需求方的效益更大化。
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