程序化广告推广的真相：DSP透明化与行业健康发展

程序化广告推广的真相：DSP透明化与行业健康发展

The Truth About Programmatic Advertising: DSP Transparency and Industry Health

程序化广告并非潜规则的源头

Programmatic advertising is not the source of hidden rules

所谓"程序化购买行业的潜规则"，实际上并非程序化购买所特有。营销圈的各种内幕和"洗钱"行为早在DSP出现前就已存在。程序化广告只是为营销提供了新的工具和手段，自然会被某些人利用。即便没有DSP，换成"ESP"或"FSP"，同样会被利用。这个责任不应归咎于程序化广告本身。

The so-called "hidden rules of programmatic buying industry" are not unique to programmatic buying. Various inside stories and "money laundering" in the marketing circle existed long before DSP emerged. Programmatic advertising simply provides new tools and methods for marketing, which will naturally be exploited by some. Even without DSP, if it were called "ESP" or "FSP", it would still be exploited. This responsibility should not be attributed to programmatic advertising itself.

程序化广告反而提高了透明度

Programmatic advertising actually improves transparency

值得注意的是，程序化广告的出现使营销预算的去向和效果更易追踪和管理，大大增加了"别有用心"行为的成本。相比之下，传统采买方式中肯定存在类似黑幕，只是由于数据和执行缺乏透明度而不为人知。从某种程度上说，程序化广告推动了整个行业向更良性的方向发展。

It's worth noting that the emergence of programmatic advertising has made the direction and effectiveness of marketing budgets easier to track and manage, significantly increasing the cost of "ulterior motives". In contrast, similar scandals must have existed in traditional purchasing methods, but were unknown due to lack of transparency in data and execution. To some extent, programmatic advertising has promoted the development of the entire industry in a healthier direction.

流量作弊：矛与盾的永恒博弈

Traffic fraud: The eternal game of spear and shield

流量买卖双方就像矛与盾，相克相生。流量卖方永远以利润为目的，在公开RTB环境下，大量聚合的长尾流量很难杜绝作弊。Facebook曾投入近百人团队应对流量反作弊，最终因性价比太低而放弃DSP研发工作。但这并不意味着我们应该因噎废食，放弃程序化购买这一先进工具。

Traffic buyers and sellers are like spears and shields, mutually restraining each other. Traffic sellers always aim for profit, and in the open RTB environment, it's difficult to completely eliminate fraud in large amounts of aggregated long-tail traffic. Facebook once invested a team of nearly 100 people to combat traffic fraud, but eventually abandoned DSP development due to low cost-effectiveness. However, this doesn't mean we should give up the advanced tool of programmatic buying.

劣币驱逐良币：行业阵痛期

Bad money drives out good: Industry growing pains

广告的核心功能是建立曝光度、美誉度和知名度，程序化广告只能解决在合适时间向合适人群传递合适信息的问题。由于行业对程序化广告期望过高，在不合理KPI和激烈竞争下，导致短期行为出现，"劣币"挤压了认真做事的"良币"生存空间。这是新技术出现时常见的阵痛期。

The core functions of advertising are to build exposure, reputation and awareness. Programmatic advertising can only solve the problem of delivering the right information to the right people at the right time. Due to excessive industry expectations for programmatic advertising, unreasonable KPIs and fierce competition have led to short-term behaviors, where "bad money" squeezes the living space of "good money" that does serious work. This is a common growing pain when new technologies emerge.

未来趋势：透明化不可阻挡

Future trend: Transparency is unstoppable

营销人应正确看待程序化广告——它是服务营销的工具，而非精准万能的媒介。不合理的KPI设定必然导致不良短期行为，但从长远看，程序化广告让营销越来越透明可控的趋势是不可阻挡的。随着行业认知逐渐清晰，价值终将回归理性。

Marketers should correctly view programmatic advertising—it is a tool to serve marketing, not a precise and omnipotent medium. Unreasonable KPI settings will inevitably lead to bad short-term behaviors, but in the long run, the trend of programmatic advertising making marketing more transparent and controllable is unstoppable. As industry understanding becomes clearer, value will eventually return to rationality.

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