It's not magic. Usually they get placed there after a lot work has been done by an advertising

它'不是魔術。通常情況下，他們得到放置在那裡後，很多工作已經做了廣告。

agency. Agencies specialize in helping companies market their business.

代理公司。代理公司專門幫助企業進行業務營銷。

Many businesses don't want to take valuable time away from what they're doing to focus

許多企業不想從他們正在做的事情中抽出寶貴的時間來專注於'。

on how to market their products. That's why many of them hire specialists at ad agencies

如何營銷他們的產品。這就是為什麼他們許多人在廣告公司聘請專家

to do the job for them.

來為他們做工作。

It's important to note that some companies *do* want to manage their own advertising.

值得注意的是，有些公司*想管理自己的廣告。

In the advertising world, this group is called marketers.

在廣告界，這個群體被稱為營銷人員。

Right now, we're going to focus on agencies, since they're more prevalent. But whether

現在，我們'要關注的是機構，因為他們'比較普遍。但無論

it's an agency or a marketer, the basic steps in launching an online display campaign are

無論是代理商還是營銷人員，發起在線展示活動的基本步驟是： 1.

the same.

同樣的。

Let's say an advertiser has created a new product and they want the whole world to know

比方說，一個廣告商創造了一個新的產品，他們希望全世界都知道。

about it. The advertiser will let the agency know about the product and request a new ad

關於它。廣告主會讓廣告代理公司瞭解該產品，並要求新的廣告

campaign to promote it.

宣傳活動，以促進其。

Once the agency agrees to launch the campaign, somebody has to figure out where they should

一旦代理公司同意發起活動，就得有人想好他們應該在哪裡進行活動

run the ads, what the creative tone should be, and, of course, how to get the ads on

運行的廣告，什麼是創意的語氣應該是，當然，如何讓廣告上。

the websites.

的網站。

It sounds like a big undertaking - and it is.

這聽起來像是一項大工程--的確如此。

So, who does what?

那麼，誰做什麼？

Let's start with figuring out where to buy ad space. This is the responsibility of a

讓我們從找出在哪裡購買廣告空間開始。這是一個責任

Media Planner -- sometimes called a Media Buyer.

媒體策劃人 -- -- 有時也叫媒體買家。

They have to create a list of sites where they want their ads to show. They pick sites

他們必須創建一個網站的列表，他們希望他們的廣告顯示。他們選擇的網站

based on where their audience spends time online. This list of sites is called a Media

基於他們的閱聽人在網上花費的時間。這個網站列表被稱為媒體

Plan. The Media Planner negotiates with each site to determine how much it will cost to

計劃。媒體策劃師與每個網站協商，確定其費用的多少。

show their ads there.

在那裡展示他們的廣告。

While the media planning is underway, the ads need to get made!

在媒體策劃的同時，廣告也要做起來!

The creative team - sometimes from a creative agency, sometimes from the same agency as

創意團隊--有時來自一家創意公司，有時來自同一家公司。

the planner - comes up with a concept and design. Then, they build the ads. In this

策劃人--提出一個概念和設計。然後，他們建立廣告。在這個

industry, people call ads Creatives. So, we'll be using both terms from here on out.

行業，人們稱廣告為創意。所以，我們'將使用這兩個術語從這裡開始。

After the ads are approved by the advertiser, they need to get uploaded to an ad server.

廣告商準許後，他們需要得到上傳到廣告服務器。

This is where a Trafficker comes in. The trafficker goes into the ad server, uploads creatives,

這是一個販賣者進來的地方。販賣者進入廣告服務器，上傳創意。

and assigns them to run on sites from the media plan.

並將其分配到媒體計劃的站點上運行。

Once everything is set up, the trafficker generates ad tags. Ad tags are little pieces

一切設置好後，販賣者就會生成廣告標籤。廣告標籤是一些小片

of code that allow websites to request an ad.

的代碼，允許網站請求廣告。

These ad tags get sent to the publisher who sets them up in their web server and the campaign

這些廣告標籤會被髮送到出版商，出版商會在他們的網絡服務器上設置這些標籤，並在廣告活動中設置

is ready to run!

準備好了！

At the end of a campaign, the agency pulls a big report to show advertisers where their

在活動結束時，廣告公司會拉出一份大報告，向廣告主展示他們的廣告在哪裡。

money went and what they got out of the online ad campaign.

錢的去向，以及他們從網絡廣告活動中得到了什麼。

This is time well spent. The advertiser wants to make sure they're spending wisely, and

這是很好的時間花費。廣告商要確保他們'明智的消費，並。

the agency wants their client to be happy so they come back for the next big campaign.

該機構希望客戶滿意，所以他們會回來參加下一個大型活動。