Are you a bit unsure about what programmatic advertising is? You may be curious about how challenging or expensive it could be to incorporate for your business. Or maybe you are wondering if it fits well with your business goals.
This guide explains everything you need to know about programmatic advertising, which allows you to find and display ads right when they’re most relevant to your audience.
什么是程序化广告？意义、历史、在数字营销中的作用
Programmatic advertising is using software to purchase digital ad space. Unlike some methods that required manual requests, quotes, and lengthy negotiations, programmatic systems use algorithms to automatically purchase and sell online display space.
Programmatic technology dates back to the early 2000s. 1994 is the year the first banner ad was displayed at an impressive 44% click rate, though it did not have particularly good targeting capabilities. Fast forward to 2000, when Google launched AdWords, which eventually morphed into Google’s Display Network in 2013. Around that same time, companies like Google AdEx, Microsoft AdECN, and Yahoo’s Right Media developed real-time bidding software, laying the groundwork for what we now know as modern programmatic advertising.
In digital marketing, programmatic tools take care of the nitty-gritty of ad buying, freeing up marketers to focus on creating better ads. It’s become an essential part of online advertising strategies, with global programmatic spending projected to hit a staggering $800 billion by 2028, according to Statista.
使用 HilltopAds 制作高质量广告！
程序化广告如何运作？
Programmatic advertising connects two main groups: publishers with websites with ad space to sell and advertisers who want to buy that space.
下面是简单的操作步骤：
- 用户点击链接:当有人访问网站时，网站会发送广告请求，其中包含访问者的信息
- 广告位开放:网站所有者通过供应方平台 (SSP) 拍卖广告空间
- Audience Gets Paired: The visitor data gets matched with available advertisers
- 广告商出价:需求方平台（DSP）上的广告商为广告空间出价
- 最高奖金:出价最高者赢得广告位
- 广告带来流量:广告出现在网站上，供访问者查看
This process happens in just 0.1 seconds—faster than you can blink! The programmatic system uses artificial intelligence to decide which ads to show based on what it knows about the visitor, making the ads more relevant.
2025 年的程序化广告渠道
Programmatic advertising now works across many different channels, which helps advertisers reach their target audience in various ways.
显示广告
These are the most common programmatic ads. Display ads appear in headers, footers, or sidebars of websites. They can be updated and personalized based on user data, making them more effective than static ads. Programmatic systems can place these ads on thousands of websites that match your target audience.
视频广告
Video advertising through programmatic channels is set to reach $436 billion by 2026 and will continue to grow. There are three main types:
- 流媒体广告:在视频播放前（预滚动）、播放中（中滚动）或播放后（后滚动）显示
- 外流广告:出现在文章中或作为弹出窗口
- 显示屏内广告:显示在搜索结果中或作为赞助商视频推荐
Video continues to be one of the most engaging formats, with programmatic making it easier to place videos where your audience will see them.
社交广告
Social media platforms like Ig, TikTok, Fb, and X (formerly Twitter) support programmatic advertising. These ads can be bought through APIs or through demand-side platforms that connect with these networks. Social ads help reach audience members where they spend significant time online.
原生广告
Native ads blend into the website they appear on, creating a better user experience. Instead of standing out like banner ads, they look like natural content. Programmatic native ads can appear:
- 内馈 虽然看起来像社论版上的文章
- In-article within paragraphs of content
- 作为建议 类似内容的小部件
- 在搜索结果中类似于有机列表
音频广告
Audio advertising has become an important programmatic channel as streaming services and podcasts continue to trend. Platforms like Spotify and Pandora offer programmatic options for reaching listeners with targeted audio messages.
应用内广告
With people spending 4-5 hours daily on mobile apps, in-app advertising has become essential. Programmatic in-app ads include:
- 底部锁定的横幅可保持在视线内
- 应用程序操作之间出现的插播广告
- 为观看广告的用户提供优惠的有奖广告
专家说明：
雷伊
RTB 管理员 HilltopAds
同时尝试 2-3 种不同的广告类型，看看哪种最适合您。确保创建的广告适合每种类型。
根据以下条件选择搭配
- 显示广告很常见，对大多数企业都有效，但人们有时会忽略它们
- 视频广告更受关注，但制作和运行成本更高
- 原生广告看起来就像网站上的正常内容，因此人们更容易注意到它们
- 随着越来越多的人收听播客和流媒体音乐，音频广告的效果也越来越好
- 数字广告牌和电视流媒体有利于在人们不使用电脑或手机时接触到他们
大多数企业的最佳方式是使用一种主要类型的广告来获得销售额或销售线索，再加上一些其他类型的广告来帮助人们了解其品牌。
程序化广告生态系统：购买、销售、其他平台
The programmatic advertising ecosystem works like a stock exchange for ads, with different platforms handling specific roles.
供应方平台（SSP）
An SSP holds the publisher’s inventory and helps website owners sell their ad space effectively. SSPs:
- 将出版商连接到多个广告交易平台、网络和 DSP
- 通过放置在页面上的代码跟踪访客行为
- Help publishers set rates and filter ads by advertisers
- 努力使出版商从广告空间获得最大价值
Publishers use SSPs to control who can buy their ad space and at what price, making sure their inventory sells for the best possible rate.
需求方平台（DSP）
Advertisers use DSPs to buy ad space across many websites at once. DSPs:
- 根据营销活动参数自动出价
- 利用受众数据锁定目标人群
- 连接多个广告交易平台和 SSP
- 提供活动绩效报告
DSPs help advertisers find the best places to show their ads to their target audience.
数据管理平台（DMP）
DMP 从多个来源收集和整理数据，帮助进行广告定位。它们
- 结合第一方数据（来自您的网站）、第二方数据（来自合作伙伴）和第三方数据（来自外部来源）
- 创建详细的用户配置文件，进行目标定位
- Help advertisers understand their audience better
- 将定位信息反馈给 DSP
A good DMP makes programmatic buying more effective by ensuring ads reach the right people.
广告交换
Ad exchanges are digital marketplaces where programmatic deals happen. They connect buyers and sellers, letting them complete transactions in real-time. Popular ad exchanges include:
- 谷歌广告交易平台 (AdX)
- OpenX
- AppNexus
- 鲁比肯项目
These platforms facilitate the bidding process, matching advertisers with publishers.
广告网络
广告网络将许多出版商未售出的广告空间集中起来，出售给 广告商 按固定费率计算。虽然不是严格意义上的 方案广告网络通常会连接到 方案 生态系统。他们
- Aggregate inventory from multiple publishers
- Offer simplified buying options for advertisers
- Often focus on specific types of inventory or audiences
广告网络是在多个网站上购买广告的一种更简单的方式。
尝试与 HilltopAds 广告网络合作
简化您的广告策略，开始赚取更多收入！
广告服务器
广告服务器可确保广告正确投放。它们
- 存储广告创意文件
- 向正确的地方投放正确的广告
- 跟踪印象和点击
- 提供广告效果报告
广告服务器是确保中标后出现正确广告的技术支柱。
程序化广告：数字营销人员的利与弊
Programmatic advertising offers many benefits but also has some drawbacks that marketers should consider.
优点
效率
与人工广告相比，自动流程节省了时间和资源。 购买.
锁定目标
Reach specific audience segments based on detailed criteria.
实时优化
在运行过程中调整活动，以提高绩效。
规模
通过单一平台访问数千个网站和应用程序。
数据洞察
Gain valuable information about your audience and campaign performance.
成本效益高
与直销相比，CPM（每千次展示成本）更低 购买.
速度
快速启动活动，无需冗长的谈判。
缺点
广告欺诈
机器人和虚假流量会浪费广告费用。2023 年，约有 22% 的付费广告支出因欺诈而损失。
品牌安全问题
广告可能会出现在不适当的内容旁边。
复杂性
The programmatic ecosystem can be difficult to understand.
数据隐私问题
Increasing regulations affect how audience data can be used.
技术费用
在这一过程中，多个平台各自从支出中分一杯羹。
缺乏透明度
很难准确知道广告出现在哪里。
Programmatic advertising works best for marketers who want to reach specific audience groups efficiently. It suits both small businesses with limited budgets and large brands looking to optimize their spending.
程序化广告与 RTB
Real-Time Bidding (RTB) and Programmatic advertising are often confused, but they’re not the same thing.
RTB is a specific type of programmatic advertising where ad space is bought and sold through real-time auctions. When someone visits a website, RTB allows advertisers to bid for that impression based on what they know about the visitor. The person with the highest bid wins, and their ad can be diplayed on the page.
主要区别在于
| 程序化广告 | 实时竞价（RTB） |
| Umbrella term for all automated ad buying | A specific method within programmatic |
| 包括多种类型的交易和拍卖 | 仅指公开拍卖程序 |
| 可包括固定价格的担保交易 | 始终以拍卖为基础，定价可变 |
| 可能涉及直接关系 | 买卖双方通常没有直接关系 |
RTB is just one way to buy ads programmatically. Other methods include private marketplaces, preferred deals, and programmatic guaranteed deals, which offer different levels of control and transparency.
While RTB offers efficiency and scale, it provides less control over where ads appear. For brands concerned about where their ads show up, other programmatic options might be better choices.
使用 HilltopAds 建立和扩展有效的广告公司！
如何开始使用程序化广告
Getting started with programmatic advertising doesn’t have to be complicated. Here’s a step-by-step process:
了解您的市场
Research the programmatic landscape and learn key terms. Understanding the difference between an SSP and DSP will help you have informed conversations with vendors.
设定明确的目标
Decide what you want to achieve with programmatic advertising. Are you building brand awareness? Driving app installations? Increasing online sales? Your goals will determine your approach.
选择平台
决定是使用自助式 DSP 还是与提供托管服务的机构合作。自助服务让您有更多的控制权，但需要更多的专业知识。受欢迎的 DSP 包括
- 谷歌显示和视频 360
- 贸易服务台
- 亚马逊 DSP
- 媒体数学
确定受众
Use data to create detailed audience segmentation based on demographics, interests, behaviors, and other factors.
制定预算和竞标策略
Determine the amount you’ll spend and how you’ll bid for inventory. Start small to test and learn before scaling up.
制作引人注目的广告
Design ad creative that will resonate with your target audience. Make sure to prepare different sizes and formats.
启动和监测
Start your campaign and closely watch its performance. Programmatic platforms provide real-time data you can use to optimize.
定期优化
利用收集到的数据改进目标定位、调整出价和完善创意，从而逐步提高绩效。
Remember that programmatic combines technology with human expertise. While the system automates buying, you still need to make strategic decisions about targeting, creative, and optimization.
专家说明：
雷伊
RTB 管理员 HilltopAds
新广告商经常会犯这些错误：
- 购买最便宜的流量，这些流量通常表现不佳
- 不使用工具来跟踪哪些方法有效
- 开始时预算太少，学不到有用的东西
- 意外购买不安全网站的广告空间
该怎么做呢？
- 测试不同价位的产品；有时多付一点钱会得到更好的效果
- 列出适合你的网站（以及应避免的网站）
- 分别查看每个流量来源，看看哪些有效
- 使用 Adsexplorer 或 VirusTotal 等简单工具检查域名是否有安全警告
2025 年广告商和出版商的程序化广告成本
Programmatic advertising costs vary widely based on several factors. For advertisers, understanding these costs helps with budget planning. For publishers, it affects revenue expectations.
广告商：
Programmatic ads are typically priced using a CPM (cost per thousand impressions) model. In 2025, typical CPM rates range from:
- 显示广告：$1-$5 CPM 用于标准展示，$10-$25 用于优质投放
- 视频广告$10-$30 CPM
- 本地广告：$5-$15 CPM
- 音频广告$8-$20 CPM
- DOOH: $10-$25 CPM
这些费用受以下因素影响
- Your target audience (more specific = higher cost)
- 广告格式和大小（更大、更具侵扰性 = 更高的成本）
- 设备定位（移动设备的成本往往高于台式机）
- 地理位置（竞争激烈的市场成本更高）
- 时间或季节性
- 行业（金融等竞争性行业成本较高）
Beyond the media cost, advertisers should budget for:
- 平台或技术费用（通常为支出的 10-20%）
- 使用管理服务的代理费
- 创意制作成本
供出版商使用：
For website owners, programmatic can be a reliable revenue source. Publishers typically receive:
- 占广告商支出的 50-70%（其余用于平台和费用）
- Higher rates for premium inventory and audiences
- 与单纯的直销相比，广告位的填充率更高
出版商可以通过以下方式增加收入
- Using header bidding to increase competition for their inventory
- Creating private marketplace deals with preferred advertisers
- 提供第一方数据，更好地进行目标定位
- 优化广告布局，提高可视性
The automated nature of programmatic helps publishers sell more of their available ad space, reducing unsold inventory.
专家说明：
雷伊
RTB 管理员 HilltopAds
从 $100-$3,000 开始，视您的销售情况而定。这将为您提供足够的数据，让您了解哪些方法有效。
让你的钱走得更远
- 设定每日支出限额，以免过快用完预算
- 每隔几天检查一次您的活动，停止在不起作用的部分上花钱
- 尝试不同的广告、优惠、地点和设备，看看什么最有效
如果您看到极高的点击率（超过 5%）或看起来好得不真实的价格，请务必小心。这通常意味着您的目标定位有问题，或者可能存在虚假点击。
添加您的网站，今天就开始赚钱！
- 高级定位选项
- 直接流量来源
- 自助服务平台
- 全面管理服务
- Postback 跟踪
- 直接流量来源
数字广告与程序化广告
虽然所有 程序化广告 是数字化，而不是全部数字化 广告 是 方案.它们的区别如下：
数字广告：
- 包括所有在线广告形式（搜索、社交、展示、视频）
- 可手动或自动购买
- 可能涉及与出版商的直接交易
- 不同渠道通常需要不同的平台
- 可根据网站内容进行广泛定位
程序化广告：
- Uses automation and algorithms for buying decisions
- 实现实时竞价和优化
- Allows precise audience targeting using multiple data sources
- 提供详细的分析和报告
- Operates 从一个平台跨越多个渠道
The main difference is that programmatic uses technology to automate and optimize the buying process, while digital advertising is simply the medium.
Programmatic offers advantages in efficiency, targeting, and scale. However, some forms of digital advertising like paid search (Google Ads) and some social media ads operate on their own platforms outside the typical programmatic ecosystem.
For most marketers, the best approach combines both: using programmatic for display, video, and audio, while managing search and some social ads through their native platforms.
2025 年程序化广告趋势
Programmatic advertising is developing quickly. These are the main trends influencing the sector in 2025:
人工智能和机器学习的进步
人工智能让程序化平台更高效。2025 年，人工智能将帮助
- More precise audience targeting
- 更好地预测哪些广告表现最佳
- 识别浪费预算的虚假点击和浏览量
- 自动改进广告设计
- 将资金分散到不同的广告渠道，以获得最佳效果
With 56% of marketers actively adopting this technology, programmatic advertising will become far more effective and faster.
无 Cookielless 目标定位解决方案
随着第三方 cookie 的逐步淘汰，新的目标定位方法应运而生：
- Contextual advertising that targets based on content rather than user data
- 使用客户数据的第一方数据技术
- 通用标识和替代标识符
- 预测建模，触及相似受众
These approaches help advertisers maintain targeting accuracy while respecting user privacy.
专家说明：
雷伊
RTB 管理员 HilltopAds
GDPR、第三方 cookie 的终结以及其他隐私法律严重改变了我们收集数据的方式。我们采用了更加透明的做法，在尊重用户隐私的同时，也使广告更加有效。
大多数广告商都在做的简单改变：
- 使用自己的客户数据
- 根据网站内容显示广告，而非个人跟踪
- 查看类似用户群体而不是个人
- 利用人工智能预测兴趣，无需个人数据
联网电视增长
Streaming services have created massive opportunities for programmatic video. With more people cutting traditional cable, CTV (Connected TV) has become a prime channel for reaching viewers through programmatic buying.
数字家庭外扩展
Programmatic DOOH continues to grow, with more digital screens in public spaces becoming available through programmatic channels. Enhanced with features like touch screens, geofencing, and augmented reality, DOOH spending reached nearly $18 billion in 2023.
提高透明度
In response to advertiser demands, the programmatic ecosystem has become more transparent about fees, ad placement, and performance metrics. This helps brands understand exactly where their ads appear and what results they deliver.
音频机会
Podcasts and music streaming platforms have created new inventory for programmatic audio. This channel continues to grow as listeners shift from traditional radio to digital audio platforms.
更加注重隐私
Stronger privacy regulations have pushed the industry toward more ethical data practices. Programmatic platforms now emphasize consent-based data collection and privacy-friendly targeting methods.
关于程序化广告的最终想法
程序化广告提供了更好的定位实践，并扩大了跨渠道（如互联电视和数字户外广告）的机会。
Programmatic advertising offers various key benefits for advertisers, such as precise audience targeting, real-time optimization, and ranking across multiple channels. Businesses of all sizes—from small companies with limited budgets to global brands looking to refine their digital strategies—can certainly benefit from programmatic advertising.
So, who should work with programmatic advertising? Essentially, any business that wants to reach specific groups efficiently across the web. If you value data-driven marketing, optimized spending, and the ability to adjust campaigns in real-time, programmatic advertising offers advantages that traditional buying methods simply can’t match.