突破程序化购买的"二八法则"：Non-RTB如何重塑数字广告格局

突破程序化购买的"二八法则"：Non-RTB如何重塑数字广告格局

Breaking the "80/20 Rule" of Programmatic Buying: How Non-RTB is Reshaping Digital Advertising

程序化广告市场正在经历战略转型。根据美国互动广告署(IAB)2014年数据显示，全美程序化广告总收入达101亿美元，占互联网广告总收入(495亿美元)的20%。值得注意的是，Non-RTB(非实时竞价)正超越RTB成为程序化广告的主要增长动力。

The programmatic advertising market is undergoing a strategic shift. According to IAB's 2014 data, the total US programmatic ad revenue reached $10.1 billion, accounting for 20% of total internet ad revenue ($49.5 billion). Notably, Non-RTB (non-real-time bidding) is surpassing RTB as the main growth driver of programmatic advertising.

什么是Non-RTB？

What is Non-RTB?

RTB通过实时竞价完成交易，而Non-RTB则通过固定价格完成交易并实现程序化投放。简单来说，Non-RTB保留了传统固定价格采购方式，同时利用第三方投放平台实现程序化优化。

RTB completes transactions through real-time bidding, while Non-RTB completes transactions at fixed prices and enables programmatic delivery. Simply put, Non-RTB retains the traditional fixed-price procurement method while utilizing third-party delivery platforms for programmatic optimization.

Non-RTB为何受到追捧？

Why is Non-RTB Gaining Popularity?

RTB面临两大挑战：
1. 公开竞价市场媒体碎片化，品牌广告主难以获取优质库存
2. 媒体不愿将优质库存"贱卖"
这导致品牌广告主通常仅将20%预算投入RTB，80%仍通过传统方式购买——即"二八法则"。

RTB faces two major challenges:
1. Fragmented media in open auction markets makes it difficult for brand advertisers to obtain premium inventory
2. Media are unwilling to "undersell" premium inventory
This leads to brand advertisers typically investing only 20% of their budget in RTB, with 80% still purchased through traditional methods - known as the "80/20 Rule".

Non-RTB正是破解"二八法则"的关键。它能在不改变传统采购流程的前提下，通过程序化技术实现80%预算的效果最大化。例如，宝洁中国自2012年起采用Non-RTB模式，大幅提高了程序化广告占比。

Non-RTB is the key to breaking the "80/20 Rule". It can maximize the effectiveness of 80% of the budget through programmatic technology without changing traditional procurement processes. For example, P&G China has adopted the Non-RTB model since 2012, significantly increasing the proportion of programmatic advertising.

如何选择Non-RTB服务商？

How to Choose Non-RTB Service Providers?

市场上有多种Non-RTB服务模式，包括：
• 私有程序化购买(Private Programmatic Buying)
• 程序化直采(PDB/PGB)
• 私有交易市场(PMP)
关键建议：选择不参与广告库存交易的第三方技术供应商，确保投放透明度和质量。

There are various Non-RTB service models in the market, including:
• Private Programmatic Buying
• Programmatic Direct Buying (PDB/PGB)
• Private Marketplace (PMP)
Key recommendation: Choose third-party technology providers that do not participate in ad inventory trading to ensure delivery transparency and quality.

小知识：IAB将Non-RTB细分为Automated Guaranteed(程序化预留)和Unreserved Fixed Rate(首选交易)两类。

Fun fact: IAB divides Non-RTB into two categories: Automated Guaranteed (programmatic reserved) and Unreserved Fixed Rate (preferred deals).