如何通过客户最多的广告平台进行推广 - 广州谷歌竞价推广教程
近期艾瑞发布了《2014年DSP行业分析报告》，从DSP及整个产业链发展现状做了梳理和分析。从DSP在国内开始出现，市场已经历了三四年的发展。从少量的开拓者到越来越多的参与者不断进入市场，从对发展路线的小心摸索到基于不同定位的百花齐放，从RTB到程序化购买，一场经由DSP广告技术带来的革命正席卷而来。
Recently, iResearch released the "2014 DSP Industry Analysis Report", which provides a comprehensive review and analysis of the current state of DSP and the entire industry chain. Since DSP first appeared in China, the market has developed over three to four years. From a few pioneers to an increasing number of participants entering the market, from cautious exploration of development paths to diversified positioning, and from RTB to programmatic buying, a revolution brought by DSP advertising technology is sweeping across the industry, transforming the entire marketing landscape.
变化：2013年VS 2014年
Changes: 2013 vs. 2014
回顾2013年的艾瑞DSP报告，对比2014年的现状，一年之隔，可清晰地看到快速成长的中国程序化广告市场的变化。
Looking back at iResearch's 2013 DSP report and comparing it to the 2014 landscape, the rapid growth and changes in China's programmatic advertising market become evident within just one year.
1. DSP概念逐渐弱化，程序化购买产业链多角色并重
1. DSP Concept Weakens as Multiple Roles in Programmatic Buying Industry Gain Importance
互联网领域是千变莫测的，从广而告之到精准定向，从媒体购买到受众营销，互联网广告总能带给营销人惊喜。从2012年DSP开始在国内数字广告市场走俏，但交易过程不是仅靠DSP自身就能独立完成，它与背后媒体开放的资源池，包括资源的质量和数量都有很大的关系。而在2014年，业内开始关注到全局化的程序化购买行业，同时促进ADX，SSP,DMP等平台共同发展。
The internet industry is ever-changing, evolving from broad advertising to precise targeting, and from media buying to audience marketing. Internet advertising continues to surprise marketers. Since DSP gained popularity in China's digital advertising market in 2012, the transaction process has not been solely dependent on DSP itself but is also closely tied to the media's open resource pool, including the quality and quantity of resources. By 2014, the industry began focusing on the holistic programmatic buying sector, promoting the joint development of platforms like ADX, SSP, and DMP.
2. 2013年RTB一枝独秀，2014年RTB与Non-RTB齐头并进
2. RTB Dominated in 2013, While RTB and Non-RTB Advanced Together in 2014
去年国内的程序化生态环境主要是以RTB为主，业内人士的关注点集中在DSP的技术方面，尤其是受众购买和精准定位上。但随着程序化购买日渐被关注，我们发现它不只是一个环节。2014年Non-RTB的程序化购买方式在国内市场广告主、媒体、以及产业链各方角色中的认知程度和接受程度均有了较大幅度的提高，成为拉动程序化购买市场增长的重要动力，未来，它也将成为与RTB相抗衡的主流程序化购买方式。
In 2013, China's programmatic ecosystem was primarily RTB-driven, with industry attention focused on DSP technology, particularly audience buying and precise targeting. However, as programmatic buying gained traction, it became clear that it was more than just a single component. In 2014, Non-RTB programmatic buying saw significant growth in awareness and acceptance among advertisers, media, and other industry players, becoming a key driver of market expansion. In the future, it will emerge as a mainstream programmatic buying method alongside RTB.
3. 程序化购买方式多样化，如首选交易、私有竞价、程序化直销等
3. Diversification of Programmatic Buying Methods: Preferred Deals, Private Auctions, Programmatic Direct, etc.
随着程序化购买在广告产业链的推动，最优资源、优质资源、优选资源、长尾资源等都汇集到了广告交易的资源池中，更多优质资源的ADX出现，使程序化购买方式呈现多样化特征。广告主可以根据自身需求选择首选交易（Preferred deals）、程序化预定、优先购买、受邀竞价、公开竞价等方式进行售卖。
As programmatic buying advances in the advertising industry chain, premium, high-quality, preferred, and long-tail resources are all pooled into the advertising transaction ecosystem. The emergence of more high-quality ADX platforms has diversified programmatic buying methods. Advertisers can now choose from preferred deals, programmatic reservations, priority purchases, invited auctions, and open auctions based on their needs.
2015年的程序化购买市场，更加充满期待
The 2015 Programmatic Buying Market Holds Greater Promise
目前国内程序化企业众多，各自在产业链中单点或多点布局，传漾作为中国特色的领先领先程序化企业之一，也体现了多点程序化产品布局的特征。传漾在2014年推出了中国首个程序化购买框架Programmatic Framework™——以传漾的领先产品技术基因全面贯穿整个互联网广告架构的数据层、算法层、应用层及API层，为广告买卖各方提供最优选的定制化程序化购买解决方案。
Currently, there are numerous programmatic companies in China, each positioning themselves at single or multiple points in the industry chain. As one of China's leading programmatic enterprises, 传漾 (AdSame) exemplifies multi-point programmatic product deployment. In 2014, AdSame launched China's first programmatic buying framework, Programmatic Framework™, which integrates its advanced technological capabilities across the data, algorithm, application, and API layers of internet advertising architecture, providing customized programmatic buying solutions for all stakeholders.
Programmatic Framework™区别于其他的程序化购买产品，它是一个完整的程序化购买框架，完整包含从RTB到NON-RTB，从搭建平台到广告投放到DMP的程序化交易路径，为客户提供全程一站式的程序化解决方案。
Unlike other programmatic buying products, Programmatic Framework™ is a comprehensive framework that includes the entire programmatic transaction path—from RTB to Non-RTB, platform setup, ad delivery, and DMP—offering clients a one-stop programmatic solution.
