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对于电商企业来说,ROI(投资回报率)是其市场营销活动最重要的考量之一。在早期的互联网展示广告中,大量投放是缺乏精准性的,被浪费的。随着广告主对ROI需求的不断提升,RTB这一词汇也逐渐进入了行业内外人士的视线。所谓RTB(Real Time Bidding),即指的是对每一广告展示位进行实时竞价买卖的一种程序化广告购买类型。但RTB到底能帮中国电商企业做什么?
For ecommerce businesses, ROI is one of the most important considerations in their marketing activities. In earlier internet display ads, mass delivery was lacking in accuracy and wasted. With the increasing demand of advertisers for ROI, the term RTB has gradually entered the sight of people inside and outside the industry. The so-called RTB (Real Time Bidding) refers to a type of programmatic advertisement purchase that performs real-time bidding on each advertisement placement. But RTB in the end can help Chinese e-commerce companies do?