{"id":10485,"date":"2023-02-10T11:00:31","date_gmt":"2023-02-10T03:00:31","guid":{"rendered":"https:\/\/www.i-spotmedia.com\/Blog\/?p=10485"},"modified":"2023-02-09T15:34:44","modified_gmt":"2023-02-09T07:34:44","slug":"yahoo-dsp-best-practices","status":"publish","type":"post","link":"https:\/\/www.i-spotmedia.com\/Blog\/yahoo-dsp-best-practices\/","title":{"rendered":"\u3010\u597d\u7269\u5206\u4eab\u3011\u6d41\u91cf\u6a5f\u667a\u901a\uff01Yahoo DSP \u6d41\u91cf\u6578\u64da\u8207\u6700\u4f73\u5316\u65b9\u6cd5 \ud83d\udc51"},"content":{"rendered":"
\n

\u6211\u5011\u5728\u524d\u5e7e\u9031\u4ecb\u7d39\u904e\u3010Yahoo DSP\u3011\u7a0b\u5e8f\u5316\u8cfc\u8cb7\u5ee3\u544a\u3002\u672c\u9031\uff0c\u6211\u5011\u8981\u4f86\u9032\u4e00\u6b65\u4ecb\u7d39 Yahoo DSP \u53ef\u5e36\u4f86\u7684\u6d41\u91cf\u512a\u52e2\uff0c\u4ee5\u53ca\u6700\u4f73\u5316\u505a\u6cd5\uff01\u73fe\u5728\uff0c\u5c31\u8b93\u6211\u5011\u5feb\u901f\u4f86\u9032\u5165\u4e3b\u984c\u5427\uff5eGo \ud83c\udfc1<\/strong><\/p>\n<\/blockquote>\n

\n

\ud83d\udd25 Yahoo DSP \u6d41\u91cf<\/strong><\/span><\/h3>\n

Yahoo DSP \u8de8\u8db3\u5916\u7ad9\u5ee3\u5927\u5e02\u5834\u8207Yahoo\u7368\u5bb6\u6d41\u91cf\uff0c\u5177\u6709\u591a\u5143\u3001\u8de8\u88dd\u7f6e\u3001\u8de8\u5f62\u5f0f\u3001\u7dda\u4e0a\u7dda\u4e0b\u5b8c\u6574\u5305\u570d\u53d7\u773e\u7684\u7279\u9ede\u3002\u4e3b\u6d41\u5ee3\u544a\u6e20\u9053\u70ba\uff1a\u5716\u50cf\u5ee3\u544a Display Ads\u3001\u5f71\u97f3\u5ee3\u544a Video Ads\u3001\u539f\u751f\u5ee3\u544a Native Ads\uff1b\u65b0\u8208\u5ee3\u544a\u6e20\u9053\u70ba\uff1a\u97f3\u8a0a\u5ee3\u544a Audio Ads\u3001\u806f\u7db2\u96fb\u8996 Connect TV\uff0c\u4ee5\u53ca\u6578\u4f4d\u5bb6\u5916 DOOH\u3002Yahoo DSP \u7684\u6d41\u91cf\u7279\u9ede\u5982\u4e0b\uff1a<\/p>\n

\u5716\u50cf\u5ee3\u544a Display ads \u5c3a\u5bf8<\/strong><\/span><\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aYahoo<\/figcaption><\/figure>\n

\u2460 PC Only\uff1a970×250\uff08\u9ad8\u53ef\u8996\u5ea6\uff09\u3001728×90\u3001160×600
\n\u2461 Mobile\uff1a320×480\uff08\u9ad8\u9ede\u64ca\u7387\uff09\u3001320×50
\n\u2462 Only PC+Mobile\uff1a300×600\u3001300×250\uff08\u9ad8\u66dd\u5149\uff09<\/p>\n

\u5f71\u97f3\u5ee3\u544a Video ads<\/span><\/strong><\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aYahoo<\/figcaption><\/figure>\n

\u5177\u6709\u3010\u9ad8\u53ef\u8996\u7387\u3001\u9ad8\u5b8c\u6574\u89c0\u770b\u5ea6\u3011\u512a\u52e2\uff0c\u53ef\u5feb\u901f\u64f4\u5927\u53d7\u773e\u89f8\u53ca\u3002\u53ef\u900f\u904e\u3010Yahoo \u5f71\u8996\u806f\u64ad\u7db2\u3011\u6db5\u84cb\u7dda\u4e0a\u4e32\u6d41\u5f71\u97f3\u670d\u52d9\uff08OTT\u3001OTV & CTV\uff09\uff0c\u8207 Youtube \u4f7f\u7528\u8005\u4f4e\u91cd\u758a\u7387 51%\uff0c\u5177\u6709\u9ad8\u5b8c\u6574\u89c0\u770b\u7387\u8207\u4f4e\u5b8c\u6574\u89c0\u770b\u6210\u672c\u512a\u52e2\u3002<\/p>\n

\u539f\u751f\u5ee3\u544a Native ads<\/strong><\/span><\/p>\n

\u8de8\u88dd\u7f6e\u878d\u5165\u7db2\u9801\u5167\u5bb9\u4e2d\uff0c\u5716\u6587\u3001\u5f71\u97f3\u5f62\u5f0f\u901a\u5403\u3002\u5177\u6709\u4ee5\u4e0b\u512a\u52e2\uff1a
\n\u2460 \u53ea\u8981\u4e00\u5716\u4e00\u6587\uff0c\u7d20\u6750\u5373\u6703\u96a8\u8457\u7248\u4f4d\u81ea\u52d5\u8b8a\u5f62\uff0c\u7121\u9700\u6e96\u5099\u591a\u6b3e\u7d20\u6750\u3002
\n\u2461 \u7d14\u6587\u5b57\u53ca\u5716\u6587\u5f62\u5f0f\u5ee3\u544a\uff0c\u66dd\u5149\u4e0d \u8a08\u8cbb\uff0c\u9ede\u64ca\u624d\u8a08\u8cbb\u3002
\n\u2462 \u5404\u7a2e\u5ef6\u4f38\u529f\u80fd\uff1aClick to call, Click to Map, Click to Form\u3002
\n\u2463 \u5c0e\u6d41\u8207\u8f49\u55ae\u529b\u5ea6\u5f37<\/p>\n

\u97f3\u8a0a\u5ee3\u544a Audio ads<\/span><\/strong><\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aYahoo<\/figcaption><\/figure>\n

\u900f\u904e Spotify\uff0c\u70ba\u5e74\u8f15\u65cf\u7fa4\u805a\u96c6\u4e14\u9ad8\u9ecf\u5ea6\u7684\u97f3\u6a02\u4e32\u6d41\u5e73\u53f0\u3002Spotify \u5728\u53f0\u7063\u6bcf\u6708\u4f7f\u7528\u6703\u54e1\u6578 160 \u842c\u4eba\uff08\u672a\u4ed8\u8cbb\u4eba\u6578\u4f54\u4e03\u6210\uff09\u53f0\u7063\u5e73\u5747\u6bcf\u4eba\u6bcf\u5929\u6536\u807d 182 \u5206\u9418 \uff0c34 \u6b72\u4ee5\u4e0b\u65cf\u7fa4\u4f54 68%\uff0c\u53ef\u4ee5\u900f\u904e\u3010\u64ad\u653e\u6e05\u55ae\u3011\u3001\u3010\u66f2\u98a8\u3011\u9396\u5b9a\u53d7\u773e\u3002<\/p>\n

\u806f\u7db2\u96fb\u8996\u5ee3\u544a Connected TV<\/strong><\/span><\/p>\n

\u9396\u5b9a\u6578\u4f4d\u96fb\u8996\uff0c\u7784\u6e96\u5728\u5bb6\u8ffd\u5287\u8ffd\u5f71\u7247\u7684\u53d7\u773e\u3002\u53ef\u89f8\u53ca\u50b3\u7d71\u96fb\u8996\u4e0a\u6240\u63a5\u89f8\u4e0d\u5230\u7684\u65b0\u53d7\u773e\u3002\u5177\u6709\u5927\u87a2\u5e55\u4e14\u7121\u6cd5\u7565\u904e\u5ee3\u544a\u7684\u512a\u52e2\uff0c\u5b8c\u6574\u89c0\u770b\u7387\u9ad8\u9054 80%\u3002\u53ef\u904b\u7528\u3010\u5f71\u97f3\u5ee3\u544a\u3011\u642d\u914d\u3010\u806f\u7db2\u96fb\u8996\u5ee3\u544a\u3011\u89f8\u53ca\u7387\u53ef\u63d0\u5347 11%\uff0c\u5b8c\u6574\u89c0\u770b\u7387\u589e\u52a0 45%\u3002<\/p>\n

\u6578\u4f4d\u5bb6\u5916\u5ee3\u544a DOOH<\/strong><\/span><\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aYahoo<\/figcaption><\/figure>\n

\u5ee3\u544a\u66dd\u5149\u5f9e\u7dda\u4e0a\u5ef6\u4f38\u5230\u7dda\u4e0b\u5be6\u9ad4\u901a\u8def\u3002\u5305\u542b\uff0c\u4fbf\u5229\u5546\u5e97\uff08\u5168\u5bb6\/711\/\u840a\u723e\u5bcc\uff09\u3001\u767e\u8ca8\u901a\u8def\uff08\u7d71\u4e00\u6642\u4ee3\u767e\u8ca8\uff09\u4ee5\u53ca\u4ea4\u901a\u6a1e\u7d10\uff08\u5e02\u5e9c\u8f49\u904b\u7ad9\/\u9ad8\u96c4\u6377\u904b\uff09\u3002<\/p>\n

 <\/p>\n

\ud83d\udc51 Yahoo DSP \u6210\u6548<\/strong><\/span><\/h3>\n

cookiesless \u6642\u4ee3\u5373\u5c07\u5168\u9762\u4f86\u8972\uff0c\u5931\u53bb\u7b2c\u4e09\u65b9cookie \u7684\u5ee3\u544a\u4e3b\uff0c\u5c07\u7121\u6cd5\u57f7\u884c\u4ee5\u4e0b\u4e8b\u9805\uff1a
\n\u2460 \u5c07\u7121\u6cd5\u8ffd\u8e64\u5ee3\u544a\u6210\u6548
\n\u2461 \u5ee3\u544a\u512a\u5316\u53d7\u5230\u9650\u5236
\n\u2462 \u5c07\u7121\u6cd5\u8fa8\u8b58\u53d7\u773e<\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aYahoo<\/figcaption><\/figure>\n
\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aYahoo<\/figcaption><\/figure>\n

Yahoo DSP \u53ef\u5354\u52a9\u5ee3\u544a\u4e3b\u7684\u4e8b\u2728<\/strong><\/span><\/p>\n

Yahoo \u9ad8\u8b58\u5225\u8eab\u4efd\u6578\u64da\uff0c\u53ef\u6709\u6548\u964d\u4f4e cookieless \u5c0d\u5ee3\u544a\u4e3b\u7684\u5f71\u97ff\u3002Yahoo \u81ea\u5bb6\u7b2c\u4e00\u65b9\u6578\u64da\uff0c\u53ef\u8207\u6d88\u8cbb\u8005\u5efa\u7acb\u76f4\u63a5\u4e26\u53ef\u4fe1\u7684\u95dc\u4fc2\u3002\u53ef\u5efa\u7acb\u7684\u95dc\u4fc2\u5982\u4e0b\uff1a<\/p>\n

\u2460 Logged-in Users\uff1a\u6301\u7e8c\u4e14\u6e05\u6670\u7684\u638c\u63e1\u4f7f\u7528\u8005\u884c\u70ba\u610f\u5716\u3002
\n\u2461 \u7b2c\u4e00\u65b9\u7684\u8eab\u4efd\u8fa8\u8b58\u8cc7\u6599\uff1a\u64c1\u6709 37 \u500b\u7368\u5bb6\u4e14\u5bcc\u6db5\u591a\u5143\u9762\u5411\u7684\u5167\u7ad9\u983b\u9053\uff0c\u5305\u542b\uff1a\u641c\u5c0b\u3001\u96fb\u5546\u3001\u4fe1\u4ef6\u2026\u2026\u7b49\u76f8\u95dc\u6578\u64da\u3002
\n\u2462 \u6301\u7e8c\u512a\u5316\uff1a\u63d0\u4f9b\u500b\u4eba\u5316\u5167\u5bb9\u670d\u52d9\u3001\u63d0\u5347\u4f7f\u7528\u8005\u7d93\u9a57\u53ca\u597d\u611f\u3001\u512a\u5316\u6703\u54e1\u767b\u5165\u983b\u7387\u53ca\u6642\u9577\u3002
\n\u2463 EC Data \u6df1\u5316\uff1a\u8cfc\u7269\u5206\u985e\u66f4\u7d30\u7dfb\u3001 \u64f4\u589e\u54c1\u724c\u504f\u597d\u53ca\u5916\u7ad9\u96fb\u5546\u8cfc\u8cb7\u8cc7\u6599\u3002<\/p>\n

Yahoo DSP \u91dd\u5c0d cookiesless \u7684\u89e3\u6c7a\u65b9\u6848<\/span><\/strong><\/p>\n

\u2460 \u89e3\u6c7a\u7121\u6cd5\u8ffd\u8e64\u6210\u6548\u7684\u554f\u984c\uff1a\u7528\u3010email\u3011\u53d6\u4ee3 cookie \u261e \u6210\u6548\u8ffd\u8e64\u770b\u5f97\u898b\uff01
\n\u2461 \u89e3\u6c7a\u7121\u6cd5\u8fa8\u8b58\u53d7\u773e\u7684\u554f\u984c\uff1a\u7528\u3010\u767b\u5165\u7528\u6236\u3011\u4f5c\u70ba\u5206\u6790\u7a2e\u5b50\uff0c\u4ee5\u6578\u64da\u8207\u6a5f\u5668\u5b78\u7fd2\u5efa\u7acb\u5373\u6642\u4e14\u7cbe\u6e96\u7684\u53d7\u773e\u6a21\u578b\u3002<\/p>\n

 <\/p>\n

\ud83c\udf08 Yahoo DSP Best Practices \u6700\u4f73\u65b9\u6cd5<\/span><\/strong><\/p>\n

\u2460 \u4ee5\u6ce8\u76ee\u5ea6\u6700\u9ad8\u7684\u7248\u4f4d\uff0c\u5438\u5f15\u76ee\u6a19\u65cf\u7fa4<\/strong><\/span><\/p>\n

\ud83d\udd25Yahoo \u7368\u8ce3\uff01\u5c01\u9589\u5f0f\u6d41\u91cf\u7248\u4f4d
\n\u7279\u9ede\u4e00\uff1a\u9996\u9801\u9802\u7d1a\u5927\u770b\u677f\uff08\u9996\u9801\/\u65b0\u805e\uff0c\u4f4d\u65bc\u8a2a\u5ba2\u6700\u591a\u7684\u7db2\u9801\uff09
\n\u7279\u9ede\u4e8c\uff1a\u4f7f\u7528\u3010\u539f\u751f\u5ee3\u544a\u3011\u8207\u3010\u7522\u54c1\u52d5\u614b\u5ee3\u544a\u3011
\n\u7279\u9ede\u4e09\uff1a\u4f54\u64da\u7b2c\u4e00\u5c4f\u982d\u7248\u4f4d\u7f6e\uff0c\u9ede\u64ca\u7387\u76f8\u8f03\u5176\u4ed6\u7248\u4f4d\u9ad8\u9054\u4e94\u500d\uff01
\n\u7279\u9ede\u56db\uff1a\u9ec3\u91d1\u6642\u6bb5\u70ba\u30107:00~19:00\u3011Yahoo DSP \u5ee3\u544a\u4e3b\u7368\u5bb6\u66dd\u5149\uff01<\/p>\n

\"\"
\u8cc7\u6599\u4f86\u6e90\uff1aYahoo<\/figcaption><\/figure>\n

\u2461 \u63d0\u5347\u514c\u63db\u6d3b\u52d5\u7684\u65b0\u5ba2\u6bd4\u4f8b<\/span><\/strong><\/p>\n

Step1. \u4f7f\u7528\u9802\u7d1a\u5927\u770b\u677f\u9ad8 \u261e CTR \u7d04 0.6~0.7%
\nStep2. \u5f15\u9032\u5927\u91cf\u8a2a\u5ba2\u81f3\u3010\u514c\u63db\u9801\u3011
\nStep3. \u4f7f\u7528\u539f\u751f\u5ee3\u544a Retargeting
\nStep4. \u5c0e\u56de\u514c\u63db\u9801\u5b8c\u6210\u586b\u55ae\uff0c\u512a\u5316 CPL<\/p>\n

\u2462 \u4ee5 DPA \u70ba\u5c0e\u8cfc\u7684\u4e3b\u529b\u512a\u5316\u5de5\u5177<\/span><\/strong><\/p>\n

Step1. \u5b89\u88dd DPA \u7db2\u7ad9\u7a0b\u5f0f\u78bc\uff08\u9996\u9801\u3001\u5546\u54c1\u9801\u3001\u8cfc\u7269\u8eca\u9801\u3001\u7d50\u5e33\u9801\uff09
\nStep2. \u5ee3\u544a\u4e3b\u63d0\u4f9b\u7db2\u7ad9\u8cc7\u6599
\nStep3.\u81ea\u52d5\u5316\u6295\u905e\u7d66\u3010\u52a0\u5165\u8cfc\u7269\u8eca\u3011\u7684\u6d88\u8cbb\u8005
\nStep4. \u4f9d\u7167\u9810\u7b97\u898f\u6a21\uff0c\u5236\u5b9a\u6700\u9069\u5408\u7684\u884c\u92b7\u7b56\u7565\uff1a<\/p>\n

\u261e Audience Insight \u64f4\u5927\u53d7\u773e\uff0c\u63d0\u9ad8\u539f\u751f\u5ee3\u544a\u6295\u653e\u6bd4\u4f8b \u2192 Omniscope \u6d3b\u52d5\u6700\u4f73\u5316\u914d\u7f6e\uff0c\u6295\u653e \u9ad8\u6548\u7387\u7248\u4f4d\uff08\u4f8b\u5982\uff0c970*250\uff09\u2192 Emerging Channel \u5584\u7528\u65b0\u6e20\u9053 \u2192 Retargeting \u6536\u96c6\u8a0a\u865f\u4ea4\u4e92\u61c9\u7528\uff0c\u7cbe\u6e96\u53d7\u773e\u6295\u653e\u3002<\/p>\n

\n

\ud83c\udfb0\u5ef6\u4f38\u95b1\u8b80\uff1aYahoo \u5ee3\u544a\u5275\u610f\u79d8\u8a23<\/a>\u3001Yahoo DSP \u4ecb\u7d39<\/a><\/span><\/p>\n<\/blockquote>\n

\ud83d\udc76\ud83c\udffb \u4ee5\u4e0a\u5c31\u662f\u672c\u65e5\u7684\u6578\u4f4d\u5ee3\u544a\u5206\u4eab\uff5e\u5982\u679c\u6709 Yahoo DSP \u7684\u64cd\u4f5c\u9700\u6c42\uff0c\u6b61\u8fce\u9ede\u9ede\u4e0b\u9762\u9019\u5f35\u5716\u7247 \ud83c\udf1e<\/p>\n

\n

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