In this example, we'll look at the process of buying ad space directly from the publisher. This is called a direct buy.

在這個例子中，我們將看看直接從出版商那裡購買廣告空間的過程。這就是所謂的直接購買。

At an advertising agency, it's the job of a Media Planner to figure out where their

在一家廣告公司，媒體策劃的工作是找出他們的

client's ads will run. So, if the client is selling pro-sports fan gear, then they'll

客戶端的廣告將運行。所以，如果客戶銷售的是專業運動愛好者的裝備，那麼他們將

want to show ads on sites where sports fans hang out.

想在體育迷常去的網站上顯示廣告。

Once the Media Planner has picked the websites where they want to run their campaign, they'll

一旦媒體策劃人選擇了他們想要開展活動的網站，他們將

contact the publisher directly with an RFP, or Request For Proposal.

請直接與出版商聯繫，提供RFP或招標書。

The RFP outlines campaign goals, run dates, and target audience. It also includes budget

RFP概述了活動目標、運行日期和目標閱聽人。它還包括預算

details, like how many clicks or impressions they hope to get.. and how much the agency

的細節，比如他們希望獲得多少點擊或印象，以及多少代理。

is willing to spend.

是願意花。

When the publisher website receives the RFP, they'll review the list of requirements and

當出版商網站收到招標書後，他們會對要求清單進行審核，並。

the agency's budget and compare it against their available inventory. Inventory refers

機構的預算，並將其與現有庫存進行比較。庫存是指

to the number of ad slots a publisher thinks they'll have available on specific pages on

出版商認為他們將有可用的特定頁面上的廣告插槽的數量。

a given day.

某一天。

This can be tough to determine since publishers don't know exactly how many visitors will

這可能是很難確定的，因為出版商不知道到底有多少訪問者會

come to their site, let alone which cat video will be most popular on a particular day.

來他們的網站，更不用說哪隻貓的視頻會在某一天最受歡迎。

While nobody can predict the future, publishers use prior trends to estimate how many visitors

雖然沒有人能夠預測未來，但出版商利用以前的趨勢來估計有多少訪問者。

will view pages on their website. This is called forecasting.

會在其網站上查看網頁。這就是所謂的預測。

If the publisher has inventory that matches what the agency's looking for, they'll return

如果出版商的庫存符合代理公司的要求，他們就會返回。

the RFP with a list of options and prices.

徵求意見書，並附上備選方案和價格清單；

When the agency and publisher agree on the number of impressions or clicks, as well as

當代理公司和出版商就印象或點擊次數，以及以下內容達成一致意見時，就會有更多的機會。

the cost, the agency creates an IO, or Insertion Order to seal the deal. The agency signs the

該機構創建了一個IO，即插入令，以完成交易。該機構簽署

IO and sends it to the publisher. Once the IO is signed by both parties, it's considered

IO並將其發送給出版商。一旦雙方簽署了IO，它就被認為是

a legally binding contract.

具有法律約束力的合同。

After the campaign goes live, the publisher serves the client's ads as promised. And..

活動上線後，發佈商按照承諾為客戶提供廣告。而且...

when the campaign is over, the publisher sends a bill for the ad space so the agency can

當活動結束後，出版商會寄來一份廣告空間的賬單，這樣廣告公司就可

keep up their end of the deal.

繼續履行他們的交易。

And then, everyone is happy.

然後，大家都很開心。