实时竞价在营销和广告中是如何运作的

鲁虺 · 發表於 2026-5-17 18:58:42

实时竞价在营销和广告中是如何运作的

广告的世界似乎每天都在变化。有新技术和新方式来宣传你的业务。

广告对广告主和出版商来说，发展方式之一是通过实时竞价。

这种广告方式开始改变出版行业，也为广告主提供了降低成本的途径。

你准备好了解更多关于实时竞价的信息了吗？继续阅读，了解它是什么，以及如何在你的业务中加以利用。

一点背景故事

为了理解什么是实时竞价，你需要了解一些历史。在这里，是出版史。

在一切在线化之前，杂志出版商会先卖广告位，然后才会让杂志印刷。出版商将通过广告收入和订阅来赚钱。

当出版商没有卖出全部广告库存时，出版商有两个选择。他们可以在广告空白处刊登该期刊。另一种选择是以折扣价出售广告。

这些广告被称为剩余广告，因为它们是库存中剩余的广告。出版商认为，让广告赚点钱比空版面亏钱更好。

销售代表会打电话填满剩余广告位。

其他行业也有类似做法。航空公司会以折扣价出售临时座位，这样他们就不用承担空机的费用。

什么是实时竞价

你已经看到人工智能如何影响了营销的各个环节。谷歌在提供搜索结果时使用了它。

人工智能现已影响广告的买卖方式。

RTB的含义是结合了人工智能的优点与剩余广告空间。你基本上是在竞标各种出版商的广告位。

这些广告位会卖给出价最高的人。如果你对广告投标，你是在竞标广告投放带来的曝光次数。

从出版商的角度来看，你有机会像以前那样依赖销售团队，直接卖出库存。既然你卖给出价最高的人，价格不会降得太低。

如何使用实时竞价

如何开始实时竞价？出版商和广告主都必须在广告交易平台注册。这是一个将广告主与合适的出版商连接起来的工具。

这些广告交换会收集访客的人口统计数据，并将其保存在数据库中。这让广告主能够找到最适合其营销的方案。

广告主会竞标广告位，当他们赢得竞标时，广告会在该出版商的网络上展示。

广告的未来就在这里

自从印刷出版物上线以来，这些出版商面临的主要挑战之一是如何实现其产品的变现。你赚钱并减少开销的一种方法是使用实时竞价。

广告主喜欢实时竞价，因为他们能以远低于营销预算的价格触达目标受众。

你想要更多营销企业的好建议吗？欢迎回到本站获取更多有用的文章。

鲁虺 · 發表於 2026-5-17 18:59:50

How Does Real Time Bidding Work in Marketing and Advertising

It seems that the world of advertising changes every day. There are new technologies and new ways to advertise your business.
One of the ways that advertising has evolved for both advertisers and publishers is through real time bidding.
This method of advertising is starting to change the publishing industry and it's giving advertisers a way to lower their costs.
Are you ready to learn more about real time bidding? Read on to find out what it is and how you can leverage it in your business.

A Little Background StoryIn order to understand what real time bidding is, you need to know a little bit of history. In this case, it's the history of publishing.
Before everything was online, magazine publishers would sell advertising space before the issue went to print. Publishers would make money on advertising revenue and on subscriptions.
When a publisher didn't sell the entire advertising inventory, a publisher had two choices. They could run the issue with empty space meant for ads. The other option was to sell the ads at a discount.
These ads were called remnant ads because they were the remaining ads in the inventory. Publishers thought it was best to have some money come in for those ads than run empty space and lose money.
Sales reps would call around to fill up that remnant ad space.
Other industries do something similar. Airlines will sell last-minute seats at a discount, so they won't have to absorb the costs of flying an empty plane.
What Is Real Time BiddingYou've already seen how artificial intelligence has impacted various parts of marketing. Google uses it in providing search results.
Artificial intelligence has now impacted the way advertising is bought and sold.
The RTB meaning combines the best of artificial intelligence with remnant ad space. You're basically bidding on ad space from various publishers.
That ad space gets sold to the highest bidder. If you bid on advertising, you're bidding on the number of impressions you get from an ad placement.
From a publisher's perspective, you have a chance to sell your inventory without relying on a sales team like the good old days. Since you're selling to the highest bidder, you're not cutting your prices too much.
How to Use Real Time BiddingHow can you get started with real time bidding? Both publishers and advertisers have to sign up on an ad exchange. This is a tool that connects advertisers with the right publishers.
These ad exchanges will collect demographic data about site visitors and keep that in a database. That allows advertisers to find the right fit for their marketing.
Advertisers will bid on ad space and when they win a bid, their ad will get shown on that publisher's network.
The Future of Advertising Is HereEver since print publications went online, one of the major challenges for these publishers is to monetize their offerings. One way you can make money and cut down on overhead is to use real time bidding.
Advertisers appreciate real time bidding because they can reach their intended audience at a price well within their marketing budget.
Do you want more great tips for marketing your business? Come back to this site for more useful articles.

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