谷歌官网推广竞价与程序化购买在中国的机遇与挑战
程序化购买在中国市场的发展现状
Current Status of Programmatic Buying in the Chinese Market
在过去几年，广告商投入在传统媒体上的广告费用逐年下降，并转移到数码媒体平台，由此可见中国程序化媒体购买的发展空间非常广阔。
In recent years, advertisers have been shifting their budgets from traditional media to digital platforms, indicating vast potential for programmatic media buying in China.
据麦肯锡（McKinsey）的研究报告，中国是目前世界第三大的广告市场，估计在2016年的广告总预算超过70亿美元。
According to McKinsey's research report, China is currently the world's third-largest advertising market, with total ad spending exceeding $7 billion in 2016.
中国政府有增强宽带互联网基础设施建设的计划，有助于加速高速宽带网络的发展，由此增加使用移动宽带的人数。
The Chinese government's plan to enhance broadband internet infrastructure will accelerate high-speed network development and increase mobile broadband users.
程序化购买的市场机遇
Market Opportunities in Programmatic Buying
目前，中国程序化购买的广告有普及化趋势，也重塑了整个数码广告行业，因为程序化购买可以在效率和针对目标受众方面有显着改善。
Programmatic advertising is becoming mainstream in China, reshaping the digital ad industry by significantly improving efficiency and audience targeting.
据China Internet Watch估计，2017年移动端程序化购买交易额可高达6.26亿美元。
China Internet Watch estimates mobile programmatic ad spending could reach $626 million in 2017.
程序化购买面临的挑战
Challenges in Programmatic Buying
中国的数码广告市场与其他高度专业化和更发达的市场相比，仍显得比较分散。RTB目前在中国缺乏成熟度，通过RTB出售流量的发行商，通常是小型到中型发行商。
China's digital ad market remains fragmented compared to more developed markets. RTB is still immature, with mostly small-to-medium publishers selling inventory.
发行商不愿意将广告库存用于程序化购买，很大原因是他们想保留广告的控制权，并以为这样可获得更高的利润。
Publishers are reluctant to use programmatic due to concerns about losing control and believing direct sales yield higher profits.
未来的发展机遇
Future Development Opportunities
RTB可以将所有供应(发行商)和需求（广告买家）自动化的有效匹配，而不是像传统方式，限制广告只能在特定网站出现。
RTB enables automated matching of supply (publishers) and demand (ad buyers), breaking the limitations of traditional site-specific placements.
私有交易市场有助于解决这些问题，将发行商的专有用户数据加以分析，广告买家能更深层的了解目标受众与整体的推广效果。
Private marketplaces help solve these issues by analyzing publishers' proprietary data, giving buyers deeper audience insights.
中国的程序化购买生态系统还有很长的路要走才能赶上全球发达市场的成熟水平。不过，单看中国消费者每天在手机上所消耗的时间，程序化购买必是移动广告行业的黄金宝库。
While China's programmatic ecosystem has ways to go to match developed markets, considering Chinese consumers' mobile usage time, programmatic represents a goldmine for mobile advertising.
