{"id":97682,"date":"2024-10-28T16:08:58","date_gmt":"2024-10-28T08:08:58","guid":{"rendered":"https:\/\/www.073980.com\/?p=97682"},"modified":"2024-10-28T16:08:58","modified_gmt":"2024-10-28T08:08:58","slug":"pcp%e6%98%af%e4%bb%80%e4%b9%88%e6%84%8f%e6%80%9d%ef%bc%9f","status":"publish","type":"post","link":"https:\/\/www.073980.com\/97682.htm","title":{"rendered":"PCP\u662f\u4ec0\u4e48\u610f\u601d\uff1f"},"content":{"rendered":"\n<p>\u5728\u5f53\u4eca\u6570\u5b57\u5316\u8fc5\u731b\u53d1\u5c55\u7684\u65f6\u4ee3\uff0c\u4e92\u8054\u7f51\u5e7f\u544a\u884c\u4e1a\u4e0d\u65ad\u8fce\u6765\u65b0\u7684\u6311\u6218\u4e0e\u673a\u9047\u3002\u800c\u5728\u8fd9\u573a\u53d8\u9769\u4e2d\uff0c\u4e00\u4e2a\u5d2d\u65b0\u7684\u6982\u5ff5\u2014\u2014\u7a0b\u5e8f\u5316\u521b\u610f\u5e73\u53f0(Programmatic Creative Platform\uff0c\u7b80\u79f0PCP)\u9010\u6e10\u5d2d\u9732\u5934\u89d2\uff0c\u6210\u4e3a\u5e7f\u544a\u4e1a\u7684\u65b0\u5ba0\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"965\" height=\"482\" src=\"https:\/\/img.073980.com\/uploads\/2024\/10\/20241028080825889.png\" alt=\"\" class=\"wp-image-97683\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u4e00\u3001PCP\u7684\u5b9a\u4e49\u4e0e\u80cc\u666f<\/h2>\n\n\n\n<p>\u7a0b\u5e8f\u5316\u521b\u610f\u5e73\u53f0(PCP)\u662f\u4e00\u79cd\u7531\u6570\u636e\u548c\u7b97\u6cd5\u9a71\u52a8\uff0c\u901a\u8fc7\u667a\u80fd\u5236\u4f5c\u548c\u4f18\u5316\u5e7f\u544a\u521b\u610f\u5185\u5bb9\uff0c\u4ece\u800c\u6574\u5408\u4e92\u8054\u7f51\u521b\u610f\u4ea7\u4e1a\u4e0a\u4e0b\u6e38\u7684\u6280\u672f\u3002\u5b83\u4ee3\u8868\u4e86\u5e7f\u544a\u884c\u4e1a\u5728\u6570\u5b57\u5316\u8f6c\u578b\u8fc7\u7a0b\u4e2d\u7684\u4e00\u5927\u7a81\u7834\uff0c\u65e8\u5728\u901a\u8fc7\u81ea\u52a8\u5316\u7684\u65b9\u5f0f\u63d0\u9ad8\u5e7f\u544a\u5236\u4f5c\u548c\u6295\u653e\u7684\u6548\u7387\u4e0e\u6548\u679c\u3002<\/p>\n\n\n\n<p>\u7a0b\u5e8f\u5316\u521b\u610f\u7684\u6982\u5ff5\u6700\u65e9\u4e8e2012\u5e74\u4ece\u7f8e\u56fd\u5f15\u5165\u4e2d\u56fd\uff0c\u81f3\u4eca\u5728\u4e92\u8054\u7f51\u5e7f\u544a\u884c\u4e1a\u4e2d\u4ecd\u7136\u662f\u4e00\u4e2a\u524d\u6cbf\u65b9\u5411\u3002\u968f\u7740\u5927\u6570\u636e\u3001\u4eba\u5de5\u667a\u80fd\u7b49\u6280\u672f\u7684\u98de\u901f\u53d1\u5c55\uff0cPCP\u9010\u6e10\u6210\u4e3a\u4e86\u5e7f\u544a\u4e3b\u548c\u5a92\u4f53\u5e73\u53f0\u63d0\u5347\u5e7f\u544a\u6548\u679c\u7684\u91cd\u8981\u5de5\u5177\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u4e8c\u3001PCP\u7684\u5de5\u4f5c\u539f\u7406<\/h2>\n\n\n\n<p>PCP\u7684\u6838\u5fc3\u5728\u4e8e\u5176\u667a\u80fd\u5236\u4f5c\u548c\u4f18\u5316\u80fd\u529b\u3002\u5b83\u901a\u8fc7\u9884\u5148\u8bbe\u5b9a\u7684\u7b97\u6cd5\u548c\u6d41\u7a0b\uff0c\u80fd\u591f\u5feb\u901f\u4ea7\u51fa\u6210\u5343\u4e0a\u4e07\u4e2a\u7ec6\u5206\u7248\u672c\u7684\u5e7f\u544a\u7fa4\u7ec4\u3002\u5f53\u6d88\u8d39\u8005\u8bbf\u95ee\u67d0\u4e2a\u9875\u9762\u65f6\uff0c\u5176\u504f\u597d\u6570\u636e\u4f1a\u5373\u65f6\u4f20\u9001\u5230\u4e91\u7aef\uff0c\u7cfb\u7edf\u5219\u6839\u636e\u8fd9\u4e9b\u6570\u636e\u5b9e\u65f6\u751f\u6210\u4e00\u4e2a\u4e2a\u6027\u5316\u7684\u5e7f\u544a\u521b\u610f\uff0c\u5e76\u6295\u653e\u5230\u6d88\u8d39\u8005\u6b63\u5728\u6d4f\u89c8\u7684\u9875\u9762\u4e0a\u3002<\/p>\n\n\n\n<p>\u8fd9\u4e00\u8fc7\u7a0b\u88ab\u79f0\u4e3a\u52a8\u6001\u521b\u610f\u4f18\u5316(Dynamic Creative Optimization\uff0cDCO)\u3002\u5b83\u4f7f\u5f97\u6bcf\u4e2a\u4eba\u770b\u5230\u7684\u5e7f\u544a\u90fd\u53ef\u4ee5\u662f\u4e0d\u4e00\u6837\u7684\uff0c\u771f\u6b63\u5b9e\u73b0\u4e86\u201c\u5343\u4eba\u5343\u9762\u201d\u7684\u5e7f\u544a\u6295\u653e\u6548\u679c\u3002\u6b64\u5916\uff0c\u7cfb\u7edf\u8fd8\u4f1a\u6839\u636e\u6bcf\u4e2a\u521b\u610f\u7684\u6570\u636e\u53cd\u9988\uff0c\u4e0d\u65ad\u4f18\u5316\u521b\u610f\u7ec4\u5408\u548c\u66dd\u5149\u9891\u7387\uff0c\u4ece\u800c\u63d0\u5347\u5e7f\u544a\u7684\u6574\u4f53\u6548\u7387\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u4e09\u3001PCP\u7684\u5173\u952e\u73af\u8282\u4e0e\u6280\u672f<\/h2>\n\n\n\n<p><strong>\u5546\u54c1\u4fe1\u606f\u5e93\u5bf9\u63a5\uff1a<\/strong><\/p>\n\n\n\n<p>FTP\u65b9\u5f0f\uff1a\u6570\u636e\u63d0\u4f9b\u65b9\u901a\u8fc7\u79bb\u7ebf\u4f20\u8f93\u6587\u4ef6\u7684\u65b9\u5f0f\uff0c\u5c06\u5546\u54c1\u4fe1\u606f\u53d1\u9001\u7ed9PCP\u5e73\u53f0\u3002<\/p>\n\n\n\n<p>Feed\u65b9\u5f0f\uff1a\u901a\u8fc7URL\u94fe\u63a5\u5b9a\u671f\u83b7\u53d6\u5546\u54c1\u4fe1\u606f\uff0c\u5e38\u89c1\u7684\u6570\u636e\u683c\u5f0f\u4e3aXML\u6216JSON\u3002<\/p>\n\n\n\n<p>JS\u4ee3\u7801\u65b9\u5f0f\uff1a\u901a\u8fc7JavaScript\u4ee3\u7801\u5b9e\u73b0\u5546\u54c1\u5e93\u7684\u5b9e\u65f6\u5bf9\u63a5\u3002<\/p>\n\n\n\n<p><strong>DSP\u5bf9\u63a5\u4e0e\u521b\u610f\u5c55\u793a\uff1a<\/strong><\/p>\n\n\n\n<p>\u5728\u7a0b\u5e8f\u5316\u5e7f\u544a\u6295\u653e\u4e2d\uff0c\u521b\u610f\u9700\u8981\u901a\u8fc7DSP(Demand Side Platform\uff0c\u9700\u6c42\u65b9\u5e73\u53f0)\u8fdb\u884c\u5c55\u793a\u3002\u56e0\u6b64\uff0cPCP\u5e73\u53f0\u9700\u8981\u4e0eDSP\u8fdb\u884c\u5bf9\u63a5\uff0c\u4ee5\u5b9e\u73b0\u521b\u610f\u7684\u5b9e\u65f6\u751f\u6210\u548c\u5c55\u793a\u3002<\/p>\n\n\n\n<p>\u521b\u610f\u4ee3\u7801\u751f\u6210\uff1aPCP\u5e73\u53f0\u6839\u636e\u8bbe\u5b9a\u7684\u52a8\u6001\u521b\u610f\u89c4\u5219\uff0c\u751f\u6210\u521b\u610f\u4ee3\u7801(Ad Tag)\uff0c\u5e76\u53d1\u9001\u7ed9DSP\u3002<\/p>\n\n\n\n<p>\u5b9e\u65f6\u7ade\u4ef7\uff1aDSP\u5728\u63a5\u6536\u5230Ad Tag\u540e\uff0c\u8fdb\u884c\u5b9e\u65f6\u7ade\u4ef7\u5e76\u786e\u5b9a\u6700\u7ec8\u5c55\u793a\u7684\u521b\u610f\u5185\u5bb9\u3002<\/p>\n\n\n\n<p>\u521b\u610f\u6e32\u67d3\uff1a\u7528\u6237\u6d4f\u89c8\u5668\u5411PCP\u521b\u610f\u6e32\u67d3\u670d\u52a1\u53d1\u8d77\u521b\u610f\u8bf7\u6c42\uff0cPCP\u6839\u636e\u63a8\u8350\u5f15\u64ce\u8fd4\u56de\u7684\u7528\u6237\u753b\u50cf\u548c\u5546\u54c1\u4fe1\u606f\uff0c\u751f\u6210\u4e2a\u6027\u5316\u521b\u610f\u5e76\u5c55\u793a\u3002<\/p>\n\n\n\n<p><strong>\u7528\u6237\u6570\u636e\u4e2d\u5fc3(UDC)\u4e0e\u6570\u636e\u7ba1\u7406\u5e73\u53f0(DMP)\uff1a<\/strong><\/p>\n\n\n\n<p>\u7528\u6237\u6570\u636e\u4e2d\u5fc3(User Data Center\uff0cUDC)\u662f\u7a0b\u5e8f\u5316\u5e7f\u544a\u4e2d\u975e\u5e38\u91cd\u8981\u7684\u4e00\u73af\uff0c\u901a\u8fc7\u5bf9\u7528\u6237\u6570\u636e\u7684\u6536\u96c6\u3001\u5206\u6790\u548c\u7ba1\u7406\uff0c\u5b9e\u73b0\u5bf9\u7528\u6237\u7684\u7cbe\u51c6\u5b9a\u5411\u3002<\/p>\n\n\n\n<p>\u6570\u636e\u7ba1\u7406\u5e73\u53f0(Data Management Platform\uff0cDMP)\u662f\u7528\u6237\u6570\u636e\u4e2d\u5fc3\u7684\u6838\u5fc3\uff0c\u901a\u8fc7DMP\u53ef\u4ee5\u5bf9\u7528\u6237\u6570\u636e\u8fdb\u884c\u7edf\u4e00\u7ba1\u7406\u548c\u5206\u6790\uff0c\u4e3a\u5e7f\u544a\u7684\u7cbe\u51c6\u6295\u653e\u63d0\u4f9b\u79d1\u5b66\u4f9d\u636e\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u56db\u3001PCP\u7684\u5e94\u7528\u4e0e\u4f18\u52bf<\/h2>\n\n\n\n<p>PCP\u7684\u5e94\u7528\u8303\u56f4\u5e7f\u6cdb\uff0c\u6db5\u76d6\u4e86\u7535\u5546\u3001\u91d1\u878d\u3001\u6e38\u620f\u3001\u6559\u80b2\u7b49\u591a\u4e2a\u884c\u4e1a\u3002\u901a\u8fc7PCP\uff0c\u5e7f\u544a\u4e3b\u53ef\u4ee5\u66f4\u52a0\u7cbe\u51c6\u5730\u89e6\u8fbe\u76ee\u6807\u53d7\u4f17\uff0c\u63d0\u9ad8\u5e7f\u544a\u7684\u8f6c\u5316\u7387\u548cROI(Return on Investment\uff0c\u6295\u8d44\u56de\u62a5\u7387)\u3002<\/p>\n\n\n\n<p>\u540c\u65f6\uff0cPCP\u8fd8\u5177\u6709\u4ee5\u4e0b\u663e\u8457\u4f18\u52bf\uff1a<\/p>\n\n\n\n<p><strong>\u9ad8\u6548\u6027<\/strong>\uff1a\u901a\u8fc7\u81ea\u52a8\u5316\u548c\u667a\u80fd\u5316\u7684\u65b9\u5f0f\uff0c\u5927\u5e45\u63d0\u9ad8\u4e86\u5e7f\u544a\u521b\u610f\u7684\u5236\u4f5c\u548c\u6295\u653e\u6548\u7387\u3002<\/p>\n\n\n\n<p><strong>\u4e2a\u6027\u5316<\/strong>\uff1a\u80fd\u591f\u6839\u636e\u7528\u6237\u7684\u504f\u597d\u548c\u884c\u4e3a\u6570\u636e\uff0c\u751f\u6210\u4e2a\u6027\u5316\u7684\u5e7f\u544a\u521b\u610f\uff0c\u63d0\u5347\u7528\u6237\u4f53\u9a8c\u3002<\/p>\n\n\n\n<p><strong>\u4f18\u5316\u6027<\/strong>\uff1a\u80fd\u591f\u5b9e\u65f6\u6536\u96c6\u548c\u5206\u6790\u5e7f\u544a\u6570\u636e\uff0c\u4e0d\u65ad\u4f18\u5316\u521b\u610f\u7ec4\u5408\u548c\u66dd\u5149\u7b56\u7565\uff0c\u63d0\u5347\u5e7f\u544a\u6548\u679c\u3002<\/p>\n\n\n\n<p>\u968f\u7740\u6280\u672f\u7684\u4e0d\u65ad\u8fdb\u6b65\u548c\u5e94\u7528\u573a\u666f\u7684\u4e0d\u65ad\u62d3\u5c55\uff0cPCP\u6709\u671b\u6210\u4e3a\u672a\u6765\u5e7f\u544a\u884c\u4e1a\u7684\u4e3b\u6d41\u8d8b\u52bf\u4e4b\u4e00\u3002\u5bf9\u4e8e\u5e7f\u544a\u4e3b\u548c\u5a92\u4f53\u5e73\u53f0\u800c\u8a00\uff0c\u638c\u63e1\u548c\u5e94\u7528PCP\u6280\u672f\uff0c\u5c06\u662f\u5728\u6fc0\u70c8\u7684\u5e02\u573a\u7ade\u4e89\u4e2d\u8131\u9896\u800c\u51fa\u7684\u5173\u952e\u6240\u5728\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u5728\u5f53\u4eca\u6570\u5b57\u5316\u8fc5\u731b\u53d1\u5c55\u7684\u65f6\u4ee3\uff0c\u4e92\u8054\u7f51\u5e7f\u544a\u884c\u4e1a\u4e0d\u65ad\u8fce\u6765\u65b0\u7684\u6311\u6218\u4e0e\u673a\u9047\u3002\u800c\u5728\u8fd9\u573a\u53d8\u9769\u4e2d\uff0c\u4e00\u4e2a\u5d2d\u65b0\u7684\u6982\u5ff5\u2014\u2014\u7a0b\u5e8f\u5316\u521b\u610f\u5e73\u53f0(Programmatic Creative Platform\uff0c\u7b80\u79f0PCP)\u9010\u6e10\u5d2d\u9732\u5934\u89d2\uff0c\u6210\u4e3a\u5e7f\u544a\u4e1a\u7684\u65b0\u5ba0\u3002 \u4e00\u3001PCP\u7684\u5b9a\u4e49&#8230;<\/p>\n","protected":false},"author":422,"featured_media":97683,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9192,9191],"tags":[],"topic":[],"class_list":["post-97682","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-shuyu","category-baike"],"_links":{"self":[{"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/posts\/97682","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/users\/422"}],"replies":[{"embeddable":true,"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/comments?post=97682"}],"version-history":[{"count":1,"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/posts\/97682\/revisions"}],"predecessor-version":[{"id":97684,"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/posts\/97682\/revisions\/97684"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/media\/97683"}],"wp:attachment":[{"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/media?parent=97682"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/categories?post=97682"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/tags?post=97682"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/www.073980.com\/wp-json\/wp\/v2\/topic?post=97682"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}