 ,    
 


      ,  ,  .       .    .





 ,    



 



 ,2020



ISBN978-5-4493-7562-9

     Ridero







      ,  ,  .

      .

   .




I  (ProgrammaticMarketing)






Boba Fett. : http://programmatic.com.ua/2017/09/kak-stat-horoshim-programmatic-marketologom/



            .   CNBC   Adidas   :       digital ,  ,         -  1  4       .

       digital .          digital ,     ,     digital    .   programmatic buying             軠[6]







Boba Fett. : http://programmatic.com.ua/2017/12/programmatic-ostaetsa-osnovnum-dvigatelem-rosta-formiruya-novuye-oblaka/




1.1    (PM-ProgrammaticMarketing)?   ?


    (PM-ProgrammaticMarketing)?

  ,   (PM)     ,        ,     -,     ,    (  , ,  ).

  Paid Search ( ,       ,   ,    ),       .   ,      .  ,      ,     ,      .

  ,  ࠖ         .           ,       .   ,          ,   蠫 .

    /          堖      (),    .

              ,           ,   ()   .

   ?








     .  ,  ,     ()   ,    . Programmatic  ,     ,     ,        ,   ,  ,       .




1.2  Programmatic RTB?    ?  ,     ?


  Programmatic RTB (   )?






Reggie James. : https://www.digital-clarity.com/blog/brian-osullivan-leads-digital-claritys-charge-into-the-display-ad-market/



Programmatic RTB  PPC(PPC  pay per click    ,      ,      ),       .     ,            .

 RTB ,     ()      ( /). Ƞ     .     RTB,  /    ,   ,    ( ),    ,     .

   ?








  -,      (  ), ,    /  (  ,     -,   . .),     -,   . Ƞ   .       ,      .      -       .

 ,     ?








  ,      -,    ,    ,        ,  ,       .    ,       ,       ,        ?




II   (Programmatic Advertising)











2.1   ?   ? Ƞ?


   ?

         .         ,   ,         .

        ,    , . Ѡ          .       ,    ,     .

    ,  ,   ,   ,     .   ,      . ,        YouTube-,    ,      .    Verizon, ,     .

  ? Ƞ?








    ,   .    EMarketers 2017,       33 .   84%      .   74,5%,  $ 24,25.          .

  eMarketer   ,    ,          [1]:

          .

,       ,         ,          .   ,        .

   ,     SEOIgnite Visibility, Inc[1]:



    ,     hit-or-miss.     ,      .


    ,  ,       . ,    ,         ,    ,   .

 ,  Exchange, [1]:



    ,         .      .       - ,  - ,    .





2.2    







   (PAB Programmatic Advertising Buying)

   (PAB)      -     .    .

 

  PAB:

 Open exchangebuy.         ,    Programmatic RTB  CPM ( 1000).    -  Programmatic RTB,     ,           .

 Private marketplace (PMP).       ,   ProgrammaticRTB   .      ,     .

      () -      .

 Preferred deal.      .      ,  .

  ,     ,           .

   ,          ,    .

     ,     .

 Programmatic direct.      ,        .

  . -                   .

      ,     ,   .

            .




III    ?





3.1   .  







   

,   ,  :   ,   .  ,      ,      ,  ,   . AdTagMacros       ,         DSP (   ,      ).

 

   , ,     .      ,      ,   .       .     ,   ,    .




3.2  .  







   

 ,      ,       .    ,        .     ,       .     , ,    .



 

     ,          . ,       ,      .

       ,     .

     .     ,  .         , ,     , ,        .    , ,      ,         .




  .


   .

   ,     (https://www.litres.ru/margarita-akulich/programmnyy-marketing-programmnaya-reklama-i-programmnyy/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .


