原生广告程序化标准OpenRTB2.3：SEO排名与谷歌竞价推广的新机遇

原生广告程序化标准OpenRTB2.3：SEO排名与谷歌竞价推广的新机遇

OpenRTB 2.3: The New Standard for Programmatic Native Advertising and Its Impact on SEO Rankings and Google Ads

2013年，随着Facebook推出FBX，原生广告与实时竞价（RTB）模式开始融合。各大主流DSP平台纷纷加入对创意元数据的支持，如标题、缩略图等原生内容。如今，随着OpenRTB2.3标准的推出，原生广告程序化将迎来新的发展机遇。

In 2013, with the launch of FBX by Facebook, native advertising began integrating with real-time bidding (RTB) models. Major DSP platforms started supporting creative metadata such as titles and thumbnails. Now, with the introduction of the OpenRTB 2.3 standard, programmatic native advertising is set to enter a new era.

原生广告程序化的关键转折点

The Turning Point for Programmatic Native Advertising

OpenRTB2.3的发布是原生广告发展的重要里程碑。它不仅解决了原生广告规模化的问题，还改善了展示广告程序化中的一些缺陷，如交易价格逐底竞争和低质量库存问题。原生广告生态系统在保证曝光质量的同时，为各方提供了新的盈利模式。

The release of OpenRTB 2.3 marks a significant milestone for native advertising. It addresses the scalability of native ads while improving issues in programmatic display advertising, such as price undercutting and low-quality inventory. The native ad ecosystem ensures high-quality impressions while offering new monetization opportunities.

移动端原生广告的崛起

The Rise of Mobile Native Advertising

OpenRTB2.3对移动端的影响尤为显著。移动设备将成为原生广告展示的主要平台，而新标准的推出将极大拓展移动程序化购买的能力。DMP平台也在加强对移动数据的支持，使定向广告在移动端同样高效。

OpenRTB 2.3 has a particularly strong impact on mobile. Mobile devices will become the primary platform for native ad displays, and the new standard will significantly enhance programmatic buying capabilities. DMP platforms are also improving mobile data support, making targeted advertising just as effective on mobile.

库存质量与品牌溢价

Inventory Quality and Brand Premium

媒体发行方需关注原生广告的创意表达，避免因RTB开放导致库存溢价下降。品牌广告主应投放高质量广告，而媒体方需保持对广告创意和形式的掌控，以确保品牌形象不受损害。

Publishers must focus on the creative expression of native ads to prevent inventory devaluation due to RTB openness. Brand advertisers should prioritize high-quality ads, while publishers need to maintain control over ad creatives and formats to protect brand integrity.

未来展望

Future Outlook

原生广告程序化要求所有创意数据出现在竞价请求中，DSP需具备编辑和交易创意元数据的能力。供应方需调整技术架构以适应原生内容的嵌入。随着标准和技术的完善，原生程序化广告将迎来爆发式增长。

Programmatic native advertising requires all creative data to be included in bid requests, and DSPs must be able to edit and trade creative metadata. Publishers need to adapt their technology to embed native content. With improved standards and technology, programmatic native ads are poised for rapid growth.