改写广告业的“实时”与“竞价”——实时竞价(RTB)广告的产业链流程和运行机制研究

Rewrite the "Real-time" and "Bidding" in Advertising Industry

目前,实时竞价(RTB)广告已成为数字广告业发展最迅猛的领域。"实时"意味着以技术改变广告业的生产方式,而"竞价"则完成了广告资源的市场化配置。文章在对实时竞价广告的产业流程以及运行机制进行分析的基础上,探究RTB广告是如何通过不同市场主体、技术及运行机制的安排实现"实时"与"竞价",从而改变广告业的传统运行方式与商业逻辑的。

In recent days, real-time bidding(RTB)has become the fastest growing fields in the digital advertising industry. 'Real-time' means using technology to change production mode of the advertising industry, while 'bid' creates the completion system of the advertising market resources. Based on the analysis of the RTB advertising industry chain and the operation mechanism, this paper explores how to achieve the 'real-time' and 'bid' aims by arranging the different market players, technical and operational mechanisms, which changes the traditional advertising industry model and business logic.