{"id":158,"date":"2024-08-09T23:03:13","date_gmt":"2024-08-09T23:03:13","guid":{"rendered":"http:\/\/adtechlab.org\/?p=158"},"modified":"2024-08-15T04:33:03","modified_gmt":"2024-08-15T04:33:03","slug":"%ec%95%a0%eb%93%9c%ed%85%8c%ed%81%ac-%ec%84%9c%eb%b9%84%ec%8a%a4%ec%9d%98-%ec%9c%a0%ed%98%95","status":"publish","type":"post","link":"https:\/\/www.adtechlab.org\/?p=158","title":{"rendered":"\uc560\ub4dc\ud14c\ud06c \uc11c\ube44\uc2a4\uc758 \uad6c\uc131\uc694\uc18c"},"content":{"rendered":"\n

\uc560\ub4dc\ud14c\ud06c\ub294 \ub514\uc9c0\ud138 \uad11\uace0 \uc0dd\ud0dc\uacc4\uc758 \uad11\uace0\uc8fc, \uac8c\uc2dc\uc790, \uad11\uace0 \ub124\ud2b8\uc6cc\ud06c \ubc0f \uae30\ud0c0 \uc774\ud574\uad00\uacc4\uc790\uac00 \uc0ac\uc6a9\ud558\ub294 \uad11\ubc94\uc704\ud55c \uae30\uc220, \ud50c\ub7ab\ud3fc \ubc0f \ub3c4\uad6c\ub97c \ud3ec\uad04\ud55c\ub2e4. \uad11\uace0\uc8fc\uc640 \ud37c\ube14\ub9ac\uc154(\ub9e4\uccb4\uc0ac) \uac04\uc758 \uad11\uace0\uac70\ub798\ub97c \ub3c4\uc640\uc8fc\ub294 \ud575\uc2ec\uc801\uc778 \uad11\uace0\ud50c\ub7ab\ud3fc\uc740 \uc560\ub4dc \uc11c\ubc84(Ad Server), SSP(supply side platform), DSP(demand side platform), DMP(data management platform), \uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c(ad network), \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0(ad exchange)\ub97c \ud3ec\ud568\ud55c\ub2e4. \uad11\uace0\uac70\ub798\uc5d0 \uad00\uc5ec\ud558\ub294 \uc560\ub4dc\ud14c\ud06c \uc11c\ube44\uc2a4 \uad6c\uc131\uc694\uc18c\ub294 <\ud45c 1>\uacfc \uac19\ub2e4.<\/p>\n\n\n\n

<\ud45c 1> \uc560\ub4dc\ud14c\ud06c \uc11c\ube44\uc2a4\uc758 \uad6c\uc131 \uc694\uc18c<\/p>\n\n\n\n

\uc6a9\uc5b4<\/td>\uac1c\ub150<\/td>\uc5ed\ud560<\/td><\/tr>
\ub9e4\uccb4\uc0acPublisher<\/td>\uc18c\ube44\uc790\uc5d0\uac8c (\ub9ce\uc740 \uacbd\uc6b0 \ubb34\ub8cc\uc778) \ucf58\ud150\uce20\ub97c \uc81c\uacf5\ud558\uace0 \uad11\uace0\ub780\uc5d0\uc11c \uad11\uace0 \uc218\uc785\uc744 \uc62c\ub9ac\ub294 \uc0ac\uc5c5\uc790<\/td>\ud310\ub9e4\uc790<\/td><\/tr>
\uad11\uace0\uc8fcAdvertiser<\/td>\uc790\uae30\uac00 \ud310\ub9e4\ud558\ub294 \uc0c1\ud488\u00b7\uc11c\ube44\uc2a4\uc5d0 \uad00\ud55c \uc815\ubcf4\ub97c \uc18c\ube44\uc790\uc5d0\uac8c \uc804\ub2ec\ud558\uace0 \ud64d\ubcf4\ud558\ub824\ub294 \uc0ac\uc5c5\uc790<\/td>\uad6c\ub9e4\uc790<\/td><\/tr>
\uad11\uace0\ub780Ad Inventory<\/td>\uad11\uace0\uac00 \uc1a1\ucd9c\ub420 \uc218 \uc788\ub294 \ub9e4\uccb4 \ub0b4\uc758 \uacf5\uac04<\/td>\uad11\uace0\uc601\uc5ed \ud639\uc740 \uc704\uce58<\/td><\/tr>
\uad11\uace0\uc18c\uc7acCreative<\/td>\uc0c1\ud488\u00b7\uc11c\ube44\uc2a4\ub97c \ud64d\ubcf4\ud558\ub294 \ub0b4\uc6a9\uc758 \ubb38\uad6c\u00b7\ub514\uc2a4\ud50c\ub808\uc774\u00b7\ub3d9\uc601\uc0c1 \ub4f1 \uc18c\ube44\uc790\uc5d0\uac8c \uc804\ub2ec\ub420 \uad11\uace0\uc758 \ub0b4\uc6a9<\/td>\uad11\uace0\ubb3c<\/td><\/tr>
\ub9e4\uccb4\uc0ac \uc560\ub4dc \uc11c\ubc84Publisher Ad Server(PAS)<\/td>\ub514\uc9c0\ud138 \ub9e4\uccb4\uc5d0 \uad11\uace0\ub780\uc744 \uc0dd\uc131\ud558\uace0 \uad11\uace0\ub780\uc5d0 \uad11\uace0\uc8fc\ub85c\ubd80\ud130 \ubc1b\uc740 \uad11\uace0\uc18c\uc7ac\ub97c \uc1a1\ucd9c\ud558\ub294 \uc11c\ubc84<\/td>\ud310\ub9e4\uc790\uc758 \uc11c\ubc84<\/td><\/tr>
\uad11\uace0\uc8fc \uc560\ub4dc \uc11c\ubc84Advertiser Ad Server(AAS)<\/td>\uad11\uace0\uc18c\uc7ac\ub97c \uc800\uc7a5\ud558\uace0 \ub9e4\uccb4\uc0ac\uc5d0\uac8c \uc1a1\ucd9c\ud558\ub294 \uc11c\ubc84<\/td>\uad6c\ub9e4\uc790\uc758 \uc11c\ubc84<\/td><\/tr>
\uad11\uace0 \ud310\ub9e4\ud50c\ub7ab\ud3fcSupply Side Platform(SSP)<\/td>\uad11\uace0\ub780\uc5d0 \ub300\ud55c \uc785\ucc30\uc744 \ubc1b\uace0 \ub099\ucc30\uc790\ub97c \uacb0\uc815\ud574\uc8fc\ub294 \uc11c\ube44\uc2a4. \uc5ec\ub7ec \ub9e4\uccb4\uc0ac\ub4e4\uc774 \uc81c\ud734\ub418\uc5b4 \uc788\uc5b4, \uad11\uace0\uc8fc \uce21\uc5d0\uc11c \ubcf4\uba74 \uad11\uace0\ub780\uc744 \uacf5\uae09\ud574\uc8fc\ub294 \ud50c\ub7ab\ud3fc.<\/td>\ud310\ub9e4\ub300\ud589(\ub099\ucc30\uc790 \uacb0\uc815)<\/td><\/tr>
\uad11\uace0 \uad6c\ub9e4 \ud50c\ub7ab\ud3fcDemand Side Platform(DSP)<\/td>\uad11\uace0\ub780\uc5d0 \ub300\ud574 \uc785\ucc30\ud574\uc8fc\ub294 \uc11c\ube44\uc2a4. \uc5ec\ub7ec \uad11\uace0\uc8fc\ub4e4\uc774 \uc81c\ud734\ub418\uc5b4 \uc788\uc5b4, \ub9e4\uccb4\uc0ac \uce21\uc5d0\uc11c \ubcf4\uba74 \uad11\uace0\ub780\uc758 \uc218\uc694\ub97c \ubaa8\uc544\ub193\uc740 \ud50c\ub7ab\ud3fc.<\/td>\uad6c\ub9e4\ub300\ud589(\uad11\uace0\uc0c1\ud488 \uc785\ucc30)<\/td><\/tr>
\uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0Ad Exchange<\/td>\uc81c\ud734\ub41c SSP\u00b7DSP\uc640 \uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c\ub4e4\uc744 \ud55c\ub370 \ubaa8\uc544 \uc911\uac1c\ud574\uc8fc\ub294 \uc11c\ube44\uc2a4<\/td>\uad11\uace0\uac70\ub798\uc18c<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

(1) PAS (Publishers Ad Server)<\/p>\n\n\n\n

PAS\ub294 \ud37c\ube14\ub9ac\uc154\uc758 \uad11\uace0\uc11c\ubc84\ub85c\uc11c \ud37c\ube14\ub9ac\uc154\uc758 \uc778\ubca4\ud1a0\ub9ac \uad00\ub9ac \uc2dc\uc2a4\ud15c\uc774\ub2e4. CBS, Time, ESPN, Weather.com, NPR\uacfc \uac19\uc740 \ub300\ud615 \ud37c\ube14\ub9ac\uc154\ub294 PAS\ub97c \ud1b5\ud574 \uad11\uace0 \uc9c0\uba74\uc744 \uc885\ud569\uc801\uc73c\ub85c \uad00\ub9ac\ud55c\ub2e4. PAS\ub294 \uc0ac\uc6a9\uc790\ub97c \uc2dd\ubcc4\ud55c \ud6c4 \uc0ac\uc6a9\uc790 \uc815\ubcf4\ub97c SSP\ub97c \ud1b5\ud574 DSP\uc5d0 \uc804\ub2ec\ud558\uc5ec \ud0c0\uac9f\ud305 \ucd5c\uc801\ud654\ub97c \uc9c0\uc6d0\ud558\uace0 \uc774\ub97c \ud1b5\ud574 \uad11\uace0 \uc218\uc775\uc744 \uadf9\ub300\ud654\ud574\uc900\ub2e4.<\/p>\n\n\n\n

\ub9e4\uccb4\uc0ac \uc560\ub4dc \uc11c\ubc84\uc778 PAS\ub294 \ub514\uc9c0\ud138 \ub9e4\uccb4\uc5d0 \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\ub97c \ub9cc\ub4e4\uc5b4\ub0b4\uace0, \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\uc5d0 \uad11\uace0\uc8fc\ub85c\ubd80\ud130 \ubc1b\uc740 \uad11\uace0\uc18c\uc7ac\ub97c \uc1a1\ucd9c\ud558\ub294 \ub514\uc9c0\ud138 \uad11\uace0 \uc11c\ubc84\uc774\ub2e4. PAS\ub294 \ub9e4\uccb4\uc0ac\uc758 \ub514\uc9c0\ud138 \uad11\uace0 \uc11c\ubc84\ub97c \uc758\ubbf8\ud55c\ub2e4. PAS\ub294 \ub9e4\uccb4\uc0ac\uc758 \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac \uad00\ub9ac \uc2dc\uc2a4\ud15c\uc73c\ub85c \ub9e4\uccb4\uc0ac\ub4e4\uc758 \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac \uc0c1\ud488\uc774 \uc9c4\uc5f4\ud558\ub294 \uc9c4\uc5f4\ub300\ub77c \ud560 \uc218 \uc788\ub2e4. PAS\ub294 \uc0ac\uc6a9\uc790\ub97c \uc2dd\ubcc4\ud55c \ud6c4 \uc0ac\uc6a9\uc790 \uc815\ubcf4\ub97c SSP\ub97c \ud1b5\ud574 DSP\uc5d0 \uc804\ub2ec\ud574(\ub9e4\uccb4\uc0ac\/Publisher\u2192PAS\u2192SSP\u2192\uad6c\uae00 \uc560\uc988\u2192DSP\/\uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c\u2192\uad11\uace0\uc8fc) \ud0c0\uac9f\ud305 \ucd5c\uc801\ud654\ub97c \uc9c0\uc6d0\ud558\uace0 \uc774\ub97c \ud1b5\ud574 \uad11\uace0 \uc218\uc775\uc744 \uadf9\ub300\ud654\ud558\uac8c \ud574\uc900\ub2e4. CBS, Time, ESPN, Weather.com, NPR\uacfc \uac19\uc740 \ub300\ud615 \ub9e4\uccb4\uc0ac\ub294 PAS\ub97c \ud1b5\ud574 \uad11\uace0 \uc9c0\uba74\uc744 \uc885\ud569\uc801\uc73c\ub85c \uad00\ub9ac\ud55c\ub2e4.<\/p>\n\n\n\n

\uc77c\ubc18\uc801\uc73c\ub85c \ud37c\ube14\ub9ac\uc154\ub294 \ub2e8\uc77c \uc560\ub4dc \uc11c\ubc84\ub97c \uc0ac\uc6a9\ud558\uc5ec \ubaa8\ub4e0 \uc6f9 \ub514\uc2a4\ud50c\ub808\uc774 \uc778\ubca4\ud1a0\ub9ac\ub97c \uad00\ub9ac\ud55c\ub2e4. \uc5ec\ub7ec \ub300\uc758 \uc560\ub4dc \uc11c\ubc84\ub97c \uc0ac\uc6a9\ud558\uba74 \ud37c\ube14\ub9ac\uc154\uc758 \uc778\ubca4\ud1a0\ub9ac \uad00\ub9ac\ub97c \ud6a8\uacfc\uc801\uc73c\ub85c \ucd5c\uc801\ud654\ud560 \uc218 \uc5c6\uae30 \ub54c\ubb38\uc5d0 \ub2e8\uc77c \uc560\ub4dc \uc11c\ubc84\ub97c \uc0ac\uc6a9\ud558\uc5ec \ubaa8\ub4e0 \uc6f9 \ub514\uc2a4\ud50c\ub808\uc774 \uc778\ubca4\ud1a0\ub9ac\ub97c \uad00\ub9ac\ud55c\ub2e4.<\/p>\n\n\n\n

\ud37c\ube14\ub9ac\uc154\uc758 \uc6f9 \ub514\uc2a4\ud50c\ub808\uc774 \uc778\ubca4\ud1a0\ub9ac\ub97c \uc885\ud569\uc801\uc73c\ub85c \uad00\ub9ac\ud558\uae30 \uc704\ud574 PAS\ub294 \uad11\uace0 \uacf5\uac04 \ud310\ub9e4\uc640 \uad00\ub828\ub41c \uc138 \uac00\uc9c0 \uc911\uc694\ud55c \ub0b4\ubd80 \uc791\uc5c5\uc744 \uc218\ud589\ud55c\ub2e4. \uccab\uc9f8, \uc778\ubca4\ud1a0\ub9ac\uac00 \uc9c1\uc811 \ud310\ub9e4\ub418\ub294\uc9c0 \ub610\ub294 \uc560\ub4dc \uc11c\ubc84\ub294 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\ub97c \uad00\ub9ac\ud558\uace0 \uc218\uc775\ub960\uc744 \uadf9\ub300\ud654\ud558\uae30 \uc704\ud574 \ud37c\ube14\ub9ac\uc154\uc758 \uc6f9\ud398\uc774\uc9c0\ub97c \ubc29\ubb38\ud558\ub294 \uc0ac\uc6a9\uc790\ub97c \uc2dd\ubcc4\ud558\uace0 \uc774\ub97c \ud1b5\ud574 \uc778\ubca4\ud1a0\ub9ac\ub97c \uad00\ub9ac\ud558\uace0 \uc218\uc775\ub960\uc744 \ub192\uc778\ub2e4. \uc989 \uc0ac\uc6a9\uc790\uac00 \uc6f9\ud398\uc774\uc9c0\ub97c \ubc29\ubb38\ud558\uba74 \uc560\ub4dc \uc11c\ubc84\ub294 \ud37c\ube14\ub9ac\uc154\ub97c \ub300\uc2e0\ud558\uc5ec, \uadf8\ub9ac\uace0 \ud37c\ube14\ub9ac\uc154\uc758 \ud5c8\ub77d\uc744 \ubc1b\uc544 \uc0ac\uc6a9\uc790\uc758 \uc6f9 \ube0c\ub77c\uc6b0\uc800(\uc608, Chrome \ub610\ub294 Safari) \ub610\ub294 \ubaa8\ubc14\uc77c \uae30\uae30(\uc608, Android \ub610\ub294 iOS)\ub97c \ud1b5\ud574 \uc0ac\uc6a9\uc790\ub97c \uc2dd\ubcc4\ud55c\ub2e4.<\/p>\n\n\n\n

\uad6c\uccb4\uc801\uc73c\ub85c \uac1c\ubcc4 \uc0ac\uc6a9\uc790\ub97c \uc2dd\ubcc4\ud558\uae30 \uc704\ud574 PAS\ub294 \uac01 \uc0ac\uc6a9\uc790\uc5d0\uac8c \uace0\uc720\ud55c \uc0ac\uc6a9\uc790 ID\ub97c \ud560\ub2f9\ud55c\ub2e4(\uc608, 5g77yuu3bjNH). \uadf8\ub7f0 \ub2e4\uc74c \uc0ac\uc6a9\uc790\uac00 \uc571\uc744 \uc2e4\ud589\ud558\uba74 \uc571\uc5d0 \uc124\uce58\ub41c SDK\ub85c \ud560\ub2f9\ub41c \uad11\uace0 ID\ub97c \uc218\uc9d1\ud558\uc5ec \uc0ac\uc6a9\uc790\uac00 \ub204\uad6c\uc778\uc9c0\ub97c \uc2dd\ubcc4\ud560 \uc218 \uc788\ub2e4. \uc608\ub97c \ub4e4\uc5b4 \uc0ac\uc6a9\uc790\uc758 \uac00\uba85 ID(\uc608, 5g77yuu3bjNH)\ub97c \uc0ac\uc6a9\uc790\uc758 \uc2e0\uc6d0(\uc608, John Connor)\uacfc \uc5f0\uad00\uc2dc\ud0a4\uace0 \ud574\ub2f9 \uc2e0\uc6d0 \u2018\ub9c1\ud06c\u2019\ub97c \uc0ac\uc6a9\ud558\uc5ec \uc0ac\uc6a9\uc790\uc5d0 \ub300\ud55c \ucd94\uac00 \uc815\ubcf4\ub97c \uc870\ud68c\ud55c\ub2e4(\uc608, John Connor\ub294 \ub85c\uc2a4\uc564\uc824\ub808\uc2a4\uc5d0 \uac70\uc8fc\ud558\uace0, \ud560\ub9ac \ub370\uc774\ube44\uc2a8 \uc624\ud1a0\ubc14\uc774\ub97c \uc6b4\uc804\ud558\uba70, \uc624\ud074\ub9ac \uc120\uae00\ub77c\uc2a4\ub97c \ucc29\uc6a9\ud568). \uc774\ub97c \ud1b5\ud574 \uc7a0\uc7ac\uc801\uc778 \uad11\uace0 \uad6c\ub9e4\uc790(\uad11\uace0\uc8fc \ub610\ub294 \ub124\ud2b8\uc6cc\ud06c)\ub294 \uac01 \uc0ac\uc6a9\uc790\uc5d0\uac8c \ud45c\uc2dc\ub418\ub294 \uad11\uace0 \uacf5\uac04\uc774 \uc5bc\ub9c8\ub098 \uac00\uce58(\uae30\ub300 \uc218\uc775)\uac00 \uc788\ub294\uc9c0\ub97c \ud655\uc778\ud560 \uc218 \uc788\ub2e4. \uc989 \uc624\ud1a0\ubc14\uc774 \ud5ec\uba67\uc744 \uad11\uace0\ud558\ub294 \ud68c\uc0ac\uac00 \uc874(John)\uc5d0\uac8c \ud45c\uc2dc\ub418\ub294 \uad11\uace0\uc5d0 \uace8\ud504 \ud074\ub7fd\uc744 \ud310\ub9e4\ud558\ub294 \ud68c\uc0ac\ubcf4\ub2e4 \uc874 \ucf54\ub108\uc5d0\uac8c \ub178\ucd9c\ub418\ub294 \uad11\uace0\uc5d0 \ub354 \ub192\uc740 \uac00\uce58(\uae30\ub300 \uc218\uc775)\ub97c \ubd80\uc5ec\ud560 \uc218 \uc788\ub2e4.<\/p>\n\n\n\n

\uc0ac\uc6a9\uc790 \uad11\uace0 ID\ub294 \ud2b9\uc815 \uc0ac\uc6a9\uc790\uc5d0\uac8c \uad11\uace0\uac00 \ud45c\uc2dc\ub418\ub294 \ud69f\uc218\ub97c \uc81c\ud55c\ud558\ub294 ‘\ube48\ub3c4 \uc81c\ud55c’\uc5d0\ub3c4 \uc0ac\uc6a9\ub41c\ub2e4. \uc989 \uc0ac\uc6a9\uc790\ub97c \uc2dd\ubcc4\ud568\uc73c\ub85c\uc368 \uc911\ubcf5\ub178\ucd9c\uc774\ub098 \ud2b9\uc815 \uad11\uace0\uac00 \uc0ac\uc6a9\uc790\uc5d0\uac8c \uacfc\ub3c4\ud558\uac8c \ub178\ucd9c\ub418\ub294 \uac83\uc744 \ubc29\uc9c0\ud55c\ub2e4. \ub610\ud55c, \uc0ac\uc6a9\uc790 ID\ub294 \ud37c\ube14\ub9ac\uc154\uac00 \uad11\uace0\ub97c \uac8c\uc2dc\ud560 \uc218 \uc788\ub3c4\ub85d \ud568\uc73c\ub85c\uc368 \ud37c\ube14\ub9ac\uc154\uc640 \uad11\uace0\uc8fc\ub294 \uc0ac\uc6a9\uc790 ID\ub97c \ud1b5\ud574 \uc0ac\uc6a9\uc790\uac00 \uc5b4\ub5a4 \ud589\ub3d9\uc744 \ucde8\ud588\ub294\uc9c0 \ucd94\uc801\ud560 \uc218 \uc788\ub2e4. \uc608\ub97c \ub4e4\uc5b4 \uc0ac\uc6a9\uc790\uac00 \uad11\uace0\ub97c \ud074\ub9ad\ud588\ub294\uc9c0, \uc11c\ube44\uc2a4\uc5d0 \uac00\uc785\ud588\ub294\uc9c0, \uc81c\ud488\uc744 \uad6c\ub9e4\ud588\ub294\uc9c0 \ub4f1\uc758 \uc804\ud658 \ud589\uc704\ub97c \uc5b4\ud2b8\ub9ac\ubdf0\uc158(attribution) \ud560 \uc218 \uc788\ub2e4.<\/p>\n\n\n\n

PAS\uac00 \uc218\ud589\ud558\ub294 \ub450 \ubc88\uc9f8 \uc911\uc694\ud55c \uc791\uc5c5\uc740 \ud37c\ube14\ub9ac\uc154\uc758 \uad11\uace0 \uacf5\uac04 \ud310\ub9e4 \ubc29\uc2dd\uc744 \uad00\ub9ac\ud558\ub294 \uac83\uc774\ub2e4. PAS\ub294 \uad11\uace0 \uac70\ub798\uc18c \ubc0f \ub124\ud2b8\uc6cc\ud06c\uc640 \uc5f0\uacb0\ud558\uc5ec \ud2b9\uc815 \uad11\uace0 \ub178\ucd9c \uc218\uc5d0 \ub300\ud55c \uc785\ucc30\uc744 SSP\ub97c \ud1b5\ud574 \uc694\uccad\ud560 \uc218 \uc788\ub2e4. \ub178\ucd9c \uc218\uc5d0 \ub300\ud55c \uc785\ucc30\uc744 \uc694\uccad\ud558\uace0 \ud37c\ube14\ub9ac\uc154\uc758 \uc9c0\uce68\uc5d0 \ub530\ub77c SSP\uc5d0 \uc778\ubca4\ud1a0\ub9ac\ub97c \uc804\uc1a1\ud55c\ub2e4.<\/p>\n\n\n\n

\uc560\ub4dc \uc11c\ubc84\uac00 \uc218\ud589\ud558\ub294 \uc138 \ubc88\uc9f8 \uc911\uc694\ud55c \uc791\uc5c5\uc740 \ud37c\ube14\ub9ac\uc154\uc758 \uc9c1\uac04\uc811 \uc81c\ud734 \ub9e4\uccb4\uc0ac\uc640 \ud37c\ube14\ub9ac\uc154\uc758 \uc9c1\uc811 \ubc0f \uac04\uc811 \ud310\ub9e4 \ucc44\ub110 \uac04\uc5d0 \uc778\ubca4\ud1a0\ub9ac\ub97c \uc804\uc1a1\ud558\ub294 \uac83\uc774\ub2e4. \uc544\ub798 \uc774\ubbf8\uc9c0\ub294 \ud37c\ube14\ub9ac\uc154\uac00 \uc560\ub4dc \uc11c\ubc84\ub97c \uc0ac\uc6a9\ud558\uc5ec \uc778\ubca4\ud1a0\ub9ac\ub97c \uad00\ub9ac\ud558\uace0 \uc9c1\/\uac04\uc811 \ud310\ub9e4 \ucc44\ub110\ub85c \uc804\uc1a1\ud558\ub294 \ubc29\ubc95\uc744 \ubcf4\uc5ec\uc900\ub2e4.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\uadf8\ub9bc 1> \ud37c\ube14\ub9ac\uc154 \uc6f9\uc0ac\uc774\ud2b8\uc758 \uad11\uace0 \uacf5\uac04\uc744 \uad00\ub9ac\ud558\uace0 \uc804\uc1a1\ud558\ub294 \uad6c\uae00\uc758 \uc560\ub4dc \uc11c\ubc84<\/p>\n\n\n\n

(2) AAS (Advertisers Ad Server)<\/p>\n\n\n\n

\uad11\uace0\uc8fc \uc560\ub4dc \uc11c\ubc84\ub97c \uc758\ubbf8\ud558\ub294 AAS\ub294 \ub514\uc9c0\ud138 \uad11\uace0 \uc18c\uc7ac\ub97c \uc800\uc7a5\ud558\uace0 \uc774\ub97c \ub9e4\uccb4\uc0ac\uc5d0\uac8c \uc1a1\ucd9c\ud558\ub294 \uc5ed\ud560\uc744 \ud55c\ub2e4. AAS\ub294 \uad11\uace0\uc8fc\uac00 \uad6c\ub9e4\ud558\uace0\uc790 \ud558\ub294 \ub514\uc9c0\ud138 \uad11\uace0 \uc18c\uc7ac \uc778\ub371\uc2a4\ub97c \uc704\ud574 \uc2a4\ud2f0\ucee4\ub97c \ubd99\uc5ec \ubaa8\uc544\ub454 \ucc45\uc790\uc758 \uc5ed\ud560\uc744 \ud55c\ub2e4. \uad11\uace0\uc8fc\uac00 \uad6c\ub9e4\ud558\uace0\uc790 \ud558\ub294 \ub514\uc9c0\ud138 \uad11\uace0\ub97c \ud6a8\uc728\uc801\uc73c\ub85c \uad00\ub9ac\ud558\uc5ec \uad11\uace0\uc8fc\uac00 \uad11\uace0 \uc9c0\ucd9c\uc744 \ucd5c\uc801\ud654\ud558\uace0, \uad11\uace0\uc9d1\ud589\uc758 \ud6a8\uc728\uc131\uc744 \uadf9\ub300\ud654\ud558\uae30 \uc704\ud55c \uac83\uc774\ub2e4. AAS\ub294 \uccab\uc9f8, \uad11\uace0 \uc18c\uc7ac\ub97c SSP\uc5d0\uac8c \uc804\ub2ec\ud558\uc5ec \ud0c0\uac9f\uc5d0\uac8c \ub178\ucd9c\uc2dc\ud0a8\ub2e4. \uad11\uace0\uc8fc\ub294 AAS\ub97c \uc774\uc6a9\ud558\uc5ec \ub2e4\uc591\ud55c \uad11\uace0 \uc18c\uc7ac\ub97c \ub85c\ud14c\uc774\uc158\ud558\uace0 \uad11\uace0\uac00 \ud45c\uc2dc\ub418\ub294 \uc2dc\uae30\uc640 \ube48\ub3c4\ub97c \uc608\uc57d\ud560 \uc218 \uc788\ub2e4. \uc774\ub294 \ucea0\ud398\uc778 \uc131\uacfc\ub97c \ucd5c\uc801\ud654\ud558\uace0 \uad11\uace0 \ud53c\ub85c\ub97c \uc608\ubc29\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub41c\ub2e4.<\/p>\n\n\n\n

\ub458\uc9f8, \uad11\uace0\uc8fc\ub294 \ucea0\ud398\uc778\uc774 \uc0ac\uc804 \uc815\uc758\ub41c \uc7ac\uc815\uc801 \uc81c\uc57d \ub0b4\uc5d0\uc11c \uc720\uc9c0\ub418\ub3c4\ub85d \uc560\ub4dc \uc11c\ubc84 \ub0b4\uc5d0\uc11c \uc608\uc0b0 \ubc0f \uc9c0\ucd9c \ud55c\ub3c4\ub97c \uc124\uc815\ud560 \uc218 \uc788\ub2e4. \uc774\ub294 \uad11\uace0\ube44\ub97c \ud6a8\uacfc\uc801\uc73c\ub85c \uad00\ub9ac\ud558\ub294 \ub370 \ub3c4\uc6c0\uc774 \ub41c\ub2e4.<\/p>\n\n\n\n

\uc14b\uc9f8, AAS\ub294 \ub3d9\uc801 \ud06c\ub9ac\uc5d0\uc774\ud2f0\ube0c \ucd5c\uc801\ud654(DCO)\ub97c \uc9c0\uc6d0\ud558\ubbc0\ub85c \uad11\uace0\uc8fc\ub294 \uc0ac\uc6a9\uc790 \ub370\uc774\ud130\ub97c \uae30\ubc18\uc73c\ub85c \uc2e4\uc2dc\uac04\uc73c\ub85c \uad11\uace0 \ucf58\ud150\uce20\ub97c \uac1c\uc778\ud654\ud558\uace0 \ub9de\ucda4\ud654\ud560 \uc218 \uc788\ub2e4. \uc774\ub97c \ud1b5\ud574 \ub9e4\ub825\uc801\uc774\uace0 \uad00\ub828\uc131\uc774 \ub192\uc740 \uad11\uace0\ub97c \uc5bb\uc744 \uc218 \uc788\ub2e4. \ub610\ud55c, AAS\ub294 \uad11\uace0\uac00 \uc5c5\uacc4 \ud45c\uc900\uc744 \ucda9\uc871\ud558\ub294\uc9c0 \ud655\uc778\ud558\uae30 \uc704\ud574 \uad11\uace0 \ud488\uc9c8\uc744 \ubaa8\ub2c8\ud130\ub9c1\ud558\uace0 \uc81c\uc5b4\ud558\ub294 \u200b\u200b\ub3c4\uad6c\ub97c \uc81c\uacf5\ud55c\ub2e4. \uc5ec\uae30\uc5d0\ub294 \uc801\uc808\ud55c \ucf58\ud150\uce20, \ud30c\uc77c \ud06c\uae30, \uad11\uace0 \ud615\uc2dd \uc900\uc218 \uc5ec\ubd80 \ud655\uc778\uc774 \ud3ec\ud568\ub41c\ub2e4.<\/p>\n\n\n\n

\ub137\uc9f8, \uad11\uace0\uc8fc\ub294 \uc560\ub4dc \uc11c\ubc84\ub97c \uc0ac\uc6a9\ud558\uc5ec \uc778\uad6c\ud1b5\uacc4, \uc9c0\uc5ed, \ud589\ub3d9 \ub610\ub294 \uc7a5\uce58 \uc720\ud615\uacfc \uac19\uc740 \ub2e4\uc591\ud55c \uae30\uc900\uc744 \uae30\ubc18\uc73c\ub85c \ud2b9\uc815 \uc7a0\uc7ac\uace0\uac1d\uc744 \uc815\uad50\ud558\uac8c \ud0c0\uac9f\ud305\ud560 \uc218 \uc788\ub2e4. \uc774\ub97c \ud1b5\ud574 \ub354\uc6b1 \uc815\ud655\ud558\uace0 \ud6a8\uacfc\uc801\uc778 \uad11\uace0 \uac8c\uc7ac\uac00 \uac00\ub2a5\ud558\ub2e4.<\/p>\n\n\n\n

\ub2e4\uc12f\uc9f8, AAS\ub294 \ud3ec\uad04\uc801\uc778 \ucd94\uc801 \ubc0f \ubcf4\uace0 \ub3c4\uad6c\ub97c \uc81c\uacf5\ud558\ubbc0\ub85c \uad11\uace0\uc8fc\ub294 \ucea0\ud398\uc778 \uc131\uacfc\ub97c \uc2e4\uc2dc\uac04\uc73c\ub85c \ubaa8\ub2c8\ud130\ub9c1\ud560 \uc218 \uc788\ub2e4. AAS\ub294 \ub2e8\uc21c\ud55c \ub178\ucd9c \uc218 \ubc0f \ud074\ub9ad \uc774\uc0c1\uc758 \uc804\ud658(\uc608, \uad6c\ub9e4, \uac00\uc785)\uacfc \uac19\uc740 \uc0ac\uc6a9\uc790 \ud65c\ub3d9 \ucd94\uc801\ud560 \uc218 \uc788\uac8c \ud55c\ub2e4. \uc774\ub7f0 \ub178\ucd9c \uc218, \ud074\ub9ad \uc218, \uc804\ud658 \uc218\uc640 \uac19\uc740 \uc131\uacfc \uce21\uc815 \ub370\uc774\ud130\ub294 \uad11\uace0\ucea0\ud398\uc778\uc758 \ud22c\uc790 \uc218\uc775\ub960(ROI)\uc744 \uce21\uc815\ud558\ub294 \ub370 \ud544\uc218\uc801\uc774\ub2e4.<\/p>\n\n\n\n

\uc5ec\uc12f\uc9f8, \uad6c\uae00 \uc560\ub4dc \ub9e4\ub2c8\uc800\uc640 \uac19\uc740 \uc77c\ubd80 \uc560\ub4dc \uc11c\ubc84\ub294 \ub514\uc2a4\ud50c\ub808\uc774 \uad11\uace0, \ubaa8\ubc14\uc77c, \ube44\ub514\uc624 \ubc0f \uc18c\uc15c\ubbf8\ub514\uc5b4\ub97c \ud3ec\ud568\ud55c \uc5ec\ub7ec \ucc44\ub110 \uac04\uc758 \ud1b5\ud569\uc744 \uc9c0\uc6d0\ud55c\ub2e4. \uc774\ub97c \ud1b5\ud574 \uad11\uace0\uc8fc\ub294 \ub2e4\uc591\ud55c \ub514\uc9c0\ud138 \ud50c\ub7ab\ud3fc\uc5d0\uc11c \uc77c\uad00\ub418\uace0 \uc870\uc728\ub41c \uba54\uc2dc\uc9c0\ub97c \uc720\uc9c0\ud560 \uc218 \uc788\ub2e4. PAS\uc640 AAS\uc758 \uc8fc\uc694 \ucc28\uc774\uc810\uc744 \uc815\ub9ac\ud558\uba74 \ub2e4\uc74c\uc758 <\ud45c 2>\uc640 \uac19\ub2e4.<\/p>\n\n\n\n

<\ud45c 2> PAS\uc640 AAS\uc758 \ucc28\uc774\uc810<\/p>\n\n\n\n

\uad6c\ubd84<\/td>PAS<\/td>AAS<\/td><\/tr>
\uc591\ubc29\ud5a5 \ud50c\ub7ab\ud3fc \ud1b5\uc2e0<\/td>DSP\uc640 \ud1b5\uc2e0, \uc778\ubca4\ud1a0\ub9ac \ud310\ub9e4<\/td>SSP\uc640 \ud1b5\uc2e0, \uad11\uace0 \uc804\ub2ec \ubc0f \ub178\ucd9c<\/td><\/tr>
\ud0c0\uac9f\ud305 \ubc0f \ucd5c\uc801\ud654<\/td>UTM \ub9e4\uac1c\ubcc0\uc218 \uc774\uc6a9 \uc0ac\uc6a9\uc790 \uc2dd\ubcc4 \uc815\ubcf4\ub97c \uc804\ub2ec \ud0c0\uac9f\ud305 \ucd5c\uc801\ud654<\/td>DMP\uc640 \uc5f0\ub3d9 \ud0c0\uac9f\ud305\uacfc \uad11\uace0 \uac8c\uc7ac\ub97c \ucd5c\uc801\ud654<\/td><\/tr>
\uad11\uace0 \ub85c\ud14c\uc774\uc158\/\uc608\uc57d<\/td>\uc5ec\ub7ec \uad11\uace0\uc8fc \uad11\uace0 \ub85c\ud14c\uc774\uc158 \ubc0f \uc608\uc57d<\/td>\uc790\uc2e0\uc758 \uad11\uace0 \uc18c\uc7ac\ub97c \ub85c\ud14c\uc774\uc158<\/td><\/tr>
\uc804\ud658 \ubc0f \uc131\uacfc \ucd94\uc801<\/td>\uc778\ubca4\ud1a0\ub9ac \uad00\ub828 \uc804\ud658\uc131\uacfc \ucd94\uc801<\/td>\ucea0\ud398\uc778 \uad00\ub828 \uc804\ud658\/\uc131\uacfc \ucd94\uc801<\/td><\/tr>
\uad11\uace0 \uc778\ubca4\ud1a0\ub9ac<\/td>\uad11\uace0\uc9c0\uba74 \uad6c\uc131 \ubc0f \uc81c\uacf5<\/td>\uad11\uace0 \uc18c\uc7ac \ud638\uc2a4\ud305 \ubc0f \ub178\ucd9c<\/td><\/tr>
\ubcf4\uace0 \ubc0f \ubd84\uc11d<\/td>\uc778\ubca4\ud1a0\ub9ac\uc5d0\uc11c \ubc1c\uc0dd\ud55c \uc131\uacfc \ubc0f \uc218\uc775\uc5d0 \ub300\ud55c \ud1b5\ucc30\ub825 \uc81c\uacf5<\/td>\ucea0\ud398\uc778 \uc131\uacfc\ub97c \ubd84\uc11d, \uad11\uace0\uc8fc\uc5d0\uac8c \ubcf4\uace0<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

(3) SSP (Supply-Side Platform)<\/p>\n\n\n\n

\ub514\uc9c0\ud138 \uad11\uace0 \ud310\ub9e4\ud50c\ub7ab\ud3fc\uc778 SSP\ub294 \ub9e4\uccb4\uc0ac\uac00 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\uc5d0 \ub300\ud55c \uc785\ucc30\uc744 \ubc1b\uace0 \ub099\ucc30\uc790\ub97c \uacb0\uc815\ud558\ub294 \ub370 \ub3c4\uc6c0\uc744 \uc8fc\ub294 \uc11c\ube44\uc2a4\ub85c \uad11\uace0\uc8fc \uc785\uc7a5\uc5d0\uc11c\ub294 \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\ub97c \uacf5\uae09\ud574\uc8fc\ub294 \ud50c\ub7ab\ud3fc\uc774\ub2e4. \ub9e4\uccb4\uc0ac\uc758 \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac \ud310\ub9e4\ub97c \uad00\ub9ac\ud558\uace0 \ucd5c\uc801\ud654\ud558\ub294 \uae30\uc220 \ud50c\ub7ab\ud3fc\uc778 SSP\ub294 \uacbd\ub9e4 \uae08\uc561\uc774 \uac00\uc7a5 \ub192\uc740 \uc218\uc694\uc790\ub97c \uc120\uc815\ud574 \uc900\ub2e4. SSP\ub294 \ub9e4\uccb4\uc0ac\ub4e4\uc774 \uad11\uace0 \uc704\uce58\ub098 \uc9c0\uba74\uc744 \ud314\uace0, \uc778\ubca4\ud1a0\ub9ac \uad00\ub9ac\ub97c \uc27d\uac8c \ud560 \uc218 \uc788\ub3c4\ub85d \ub3c4\uc640\uc900\ub2e4. \ub2e4\uc74c \ub2e8\ub77d\uc758 DSP\uac00 \uad11\uace0\uc8fc \uc785\uc7a5\uc5d0\uc11c \uacbd\ub9e4\ub97c \ud1b5\ud558\uc5ec \uac00\uc7a5 \ube44\uc6a9 \ud6a8\uc728\uc131\uc774 \ub192\uc740 \ub9e4\uccb4\ub97c \uad6c\ub9e4\ud574\uc8fc\ub294 \uad6c\ub9e4 \ud50c\ub7ab\ud3fc, SSP\ub294 \ub9e4\uccb4\uc0ac \uc785\uc7a5\uc5d0\uc11c \ub2e4\uc591\ud55c \ub514\uc9c0\ud138 \uad11\uace0 \uad6c\ub9e4\uc790\uc5d0\uac8c \uad11\uace0 \uacf5\uac04\uc744 \ud310\ub9e4\ud558\ub294 \ud6a8\uc728\uc801 \ub514\uc9c0\ud138 \uad11\uace0 \uad00\ub9ac \ud50c\ub7ab\ud3fc\uc774\ub2e4.<\/p>\n\n\n\n

SSP\ub294 \ud37c\ube14\ub9ac\uc154\ub97c \ub300\uc2e0\ud558\uc5ec \uad11\uace0 \uad50\ud658, \uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c, DSP \ub4f1 \ub2e4\uc591\ud55c \uad11\uace0 \uc218\uc694 \uc18c\uc2a4\uc640 \uc5f0\uacb0\ud558\uc5ec \uad11\uace0 \ub178\ucd9c\uc5d0\uc11c \ubc1c\uc0dd\ud558\ub294 \uc218\uc775\uc744 \uadf9\ub300\ud654\ud574\uc900\ub2e4. \uad6c\uccb4\uc801\uc73c\ub85c SSP\ub294 \uad11\uace0 \uac70\ub798\uac00 \uc2e4\uc2dc\uac04 \uacbd\ub9e4 \ubc29\uc2dd(\uc608, \ud5e4\ub354 \uc785\ucc30)\uc73c\ub85c \uc9c4\ud589\ub418\uba74\uc11c \uc785\ucc30 \uae08\uc561\uc774 \uac00\uc7a5 \ub192\uc740 \uad11\uace0\uc8fc\ub97c \uace8\ub77c\uc8fc\ub294 \uc5ed\ud560\uc744 \ud55c\ub2e4. \uc608\ub97c \ub4e4\uc5b4 <\uadf8\ub9bc 4>\uc5d0\uc11c \ubcf4\uc774\ub4ef\uc774 CPM(\ucc9c\ud68c \ub178\ucd9c\ub2f9 \uad11\uace0\ube44)\uc774 \uac00\uc7a5 \ub192\uc740 \ub124\ud2b8\uc6cc\ud06c\uc758 \uad11\uace0\ub97c \uc1a1\ucd9c\ud55c\ub2e4. \ub530\ub77c\uc11c DSP\uac00 \uad11\uace0\uc8fc\ub97c \uc704\ud574 \ub9cc\ub4e4\uc5b4\uc9c4 \ud50c\ub7ab\ud3fc\uc778 \ubc18\uba74\uc5d0 SSP\ub294 \ub9e4\uccb4(\ud37c\ube14\ub9ac\uc154) \uce21\uba74\uc758 \ud50c\ub7ab\ud3fc\uc73c\ub85c\uc11c \ud37c\ube14\ub9ac\uc154\ub4e4\uc758 \uad11\uace0 \uc218\uc775\uc744 \uadf9\ub300\ud654\ud560 \uc218 \uc788\uac8c \ub3c4\uc640\uc900\ub2e4. SSP\ub294 \uc0ac\uc6a9\uc790\uac00 \uc6f9\ud398\uc774\uc9c0\ub97c \ubc29\ubb38\ud558\uac70\ub098 \ubaa8\ubc14\uc77c \uc571\uc744 \uc811\uc18d\ud560 \ub54c \ubc1c\uc0dd\ud558\ub294 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\ub97c SSP\ub294 \uc0ac\uc6a9 \uac00\ub2a5\ud55c \uad11\uace0 \uc9c0\uba74\uc5d0 \ub300\ud574 \uc2e4\uc2dc\uac04 \uacbd\ub9e4\ub97c \uc218\ud589\ud558\uace0 \ub099\ucc30\uc790\ub97c \uc120\ud0dd\ud558\uace0 \uad11\uace0\ub97c \uac8c\uc7ac\ud55c\ub2e4.<\/p>\n\n\n\n

\uad6c\uccb4\uc801\uc73c\ub85c \uc0ac\uc6a9\uc790\uac00 \ub9e4\uccb4\uc5d0 \uc811\uc18d\ud558\uba74 \ub9e4\uccb4\ub294 \uad11\uace0\uac00 \ub178\ucd9c\ub420 \uc9c0\uba74\uc744 \ucc44\uc6b8 \uad11\uace0\uac00 \ud544\uc694\ud558\ub2e4\ub294 \ud638\ucd9c \ucf54\ub4dc\ub97c SSP\uc5d0\uac8c \uc804\uc1a1\ud55c\ub2e4. SSP\ub294 \ud37c\ube14\ub9ac\uc154\uc758 \uad11\uace0 \uc9c0\uba74\uc744 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\uc5d0 \ubcf4\ub0b4\uc8fc\uace0, \uc5f0\uacb0\ub41c \ubaa8\ub4e0 DSP\uc5d0 \uad11\uace0 \uac8c\uc2dc \uc694\uccad\uc744 \ubcf4\ub0b8\ub2e4. \ub2e8\uc77c SSP\uac00 \ubaa8\ub4e0 DSP\uc758 \uad11\uace0 \uac8c\uc2dc \uc694\uccad\uc744 \uc218\uc2e0\ud55c\ub2e4. \uc774\ub54c \ucd5c\ub300 \uc751\ub2f5 \uc2dc\uac04\uc744 \ucd08\uacfc\ud55c DSP\uc758 \uc751\ub2f5\uc740 \ubb34\uc2dc\ub41c\ub2e4. DSP\uc758 \uc751\ub2f5 \uc911 \uac00\uc7a5 \ub192\uc740 \uc785\ucc30\uac00\ub97c \ubd80\ub978 \uad11\uace0 \uac8c\uc2dc \uc694\uccad\uc744 \uc218\ub77d\ud55c\ub2e4. SSP\ub294 \uc218\ub77d\ud55c \uad11\uace0\ub97c \ub9e4\uccb4\uc5d0 \ubcf4\ub0b4\uace0, \ub3d9\uc2dc\uc5d0 \uc218\ub77d\ud55c \ub9e4\uccb4\uc5d0 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\uac00 \ub099\ucc30\ub428\uc744 \uc54c\ub9b0\ub2e4. SSP\ub85c\ubd80\ud130 \uad11\uace0\ub97c \ubc1b\uc740 \ub9e4\uccb4\ub294 \ud574\ub2f9 \uad11\uace0\ub97c \ub178\ucd9c\ub420 \ud398\uc774\uc9c0\uc758 \uc778\ubca4\ud1a0\ub9ac(\uad11\uace0 \uc601\uc5ed)\uc5d0 \uac8c\uc2dc\ud55c\ub2e4. \ub610\ud55c, SSP\ub294 \ud37c\ube14\ub9ac\uc154\uc5d0\uac8c \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\uc758 \uc131\uacfc\ub97c \ubaa8\ub2c8\ud130\ub9c1\ud560 \uc218 \uc788\ub294 \ubd84\uc11d \ubc0f \ubcf4\uace0 \ub3c4\uad6c\uc640 \uae30\ub2a5\uc744 \uc81c\uacf5\ud55c\ub2e4. \ud37c\ube14\ub9ac\uc154\ub294 \uc774\ub97c \ud1b5\ud574 \uc720\ud6a8\ub178\ucd9c\ub960, eCPM(1,000\ud68c\ub2f9 \uc720\ud6a8 \ube44\uc6a9), \uc218\uc775\uacfc \uac19\uc740 \uc9c0\ud45c\ub97c \ucd94\uc801\ud560 \uc218 \uc788\ub2e4.<\/p>\n\n\n\n

\uc694\uc57d\ud558\uba74, SSP\ub294 \ud37c\ube14\ub9ac\uc154\uac00 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\ub97c \ub2e4\uc591\ud55c \uc218\uc694 \uc18c\uc2a4\uc640 \uc5f0\uacb0\ud558\uc5ec \ud6a8\uc728\uc801\uc73c\ub85c \uad00\ub9ac\ud558\uace0 \uc218\uc775\uc744 \ucc3d\ucd9c\ud560 \uc218 \uc788\ub3c4\ub85d \ub3c4\uc640\uc8fc\uba70, \uc2e4\uc2dc\uac04 \uacbd\ub9e4\uc5d0\uc11c \uad11\uace0 \ub178\ucd9c\uc744 \ud310\ub9e4\ud558\ub294 \ud504\ub85c\uc138\uc2a4\ub97c \uc790\ub3d9\ud654\ud558\uc5ec \ud37c\ube14\ub9ac\uc154\uc758 \uc218\uc775\uc744 \ucd5c\uc801\ud654\ud55c\ub2e4.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\uadf8\ub9bc 2> SSP\uc758 \uc5ed\ud560<\/p>\n\n\n\n

(4) DSP (Demand-Side Platform)<\/p>\n\n\n\n

\ub514\uc9c0\ud138 \uad11\uace0 \uad6c\ub9e4 \ud50c\ub7ab\ud3fc\uc778 DSP\ub294 \uad11\uace0\uc8fc\uc640 \ub300\ud589\uc0ac\uac00 \ud504\ub85c\uadf8\ub798\ubc0d \ubc29\uc2dd\uc73c\ub85c \ub514\uc9c0\ud138 \uad11\uace0 \uacf5\uac04\uc744 \uad6c\ub9e4\ud558\ub294 \ub370 \uc0ac\uc6a9\ud558\ub294 \ud50c\ub7ab\ud3fc\uc774\ub2e4. \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac \uc785\ucc30\uc744 \ub3d5\ub294 DSP\ub97c \uc0ac\uc6a9\ud558\uba74 \uad11\uace0\uc8fc\ub294 \uc2e4\uc2dc\uac04 \uc785\ucc30(RTB) \ubc0f \uae30\ud0c0 \ud504\ub85c\uadf8\ub798\ubc0d \ubc29\uc2dd \uad6c\ub9e4 \ubc29\ubc95\uc744 \ud1b5\ud574 \ub2e4\uc591\ud55c \uc6f9\uc0ac\uc774\ud2b8, \ubaa8\ubc14\uc77c \uc571 \ubc0f \uae30\ud0c0 \ub514\uc9c0\ud138 \ud50c\ub7ab\ud3fc\uc5d0\uc11c \ud0c0\uac9f \uace0\uac1d\uc5d0\uac8c \ub2e4\uac00\uac08 \uc218 \uc788\ub2e4. \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac \uc218\uc694\uac00 \ubaa8\uc5ec \uc788\ub294 DSP \ud50c\ub7ab\ud3fc\uc740 RTB \ubc29\uc2dd\uc758 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uc5d0\uc11c \uc218\ub9ce\uc740 \ub9e4\uccb4\uc640 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac \uc911 \uad11\uace0\uc8fc\uc5d0\uac8c \uac00\uc7a5 \uc801\ud569\ud55c \ub9e4\uccb4\uc640 \uad11\uace0 \uc9c0\uba74\uc744 \ubd88\uacfc 0.1\ucd08 \uc774\ub0b4\uc5d0 \uc120\ud0dd\ud558\uace0 \uc790\ub3d9 \uad6c\ub9e4\ud560 \uc218 \uc788\uac8c \ud574\uc900\ub2e4. \uc608\ub97c \ub4e4\uc5b4 DSP\ub294 \ud2b9\uc815 \uad00\uc2ec\uc0ac\ub97c \uac00\uc9c4 \uc0ac\uc6a9\uc790\uac00 \uc6f9\uc774\ub098 \uc571\uc5d0 \uc811\uc18d\ud558\uac8c \ub418\uba74 \uad11\uace0 \uc9c0\uba74\uc774 \ubc1c\uc0dd\ud558\uace0, \uc2e4\uc2dc\uac04\uc73c\ub85c \uc774 \uc778\ubca4\ud1a0\ub9ac\uc758 \uac00\uce58(\uae30\ub300 \uc218\uc775)\ub97c \ud310\ub2e8\ud55c\ub2e4. \uc989 \ub514\uc9c0\ud138 \uad11\uace0 \uad6c\ub9e4\ub300\ud589\uc744 \ud1b5\ud574 DSP\ub294 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\uac00 \uc6f9\uc774\ub098 \uc571\uc5d0 \uc811\uc18d\ud55c \uc0ac\uc6a9\uc790\uc5d0\uac8c \uc801\ud569\ud55c\uc9c0 \uc544\ub2cc\uc9c0\ub97c \ud3c9\uac00\ud55c \ud6c4\uc5d0 \uad6c\ub9e4\ub97c \uacb0\uc815\ud55c\ub2e4. \uc774\ub54c DSP \ud50c\ub7ab\ud3fc\uc774 SSP \ub4f1\uc73c\ub85c\ubd80\ud130 \ubc1b\uc740 \uc0ac\uc6a9\uc790 \uc815\ubcf4\uac00 \uc6b0\ub9ac \ud0c0\uac9f\uacfc \uc77c\uce58\ud558\ub294\uc9c0\ub97c \ud310\ub2e8\ud558\ub294 \uac83\uc744 \ub3c4\uc640\uc8fc\uae30 \uc704\ud574 \uc0ac\uc6a9\uc790 \uc815\ubcf4\ub97c DSP\uc5d0 \uc81c\uacf5\ud574\uc8fc\ub294 \ud50c\ub7ab\ud3fc\uc744 DMP \ud50c\ub7ab\ud3fc(Data Management Platform)\uc774\ub77c\uace0 \ud55c\ub2e4. \uacb0\uad6d PAS\uac00 \ub9e4\uccb4\uc0ac \uce21\uba74\uc5d0\uc11c SSP\ub97c \ud1b5\ud574 \ub514\uc9c0\ud138 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\uac00 \uc81c\uacf5\ub418\uba74 \uad11\uace0\uc8fc \uce21\uba74\uc5d0\uc11c\ub294 DSP\ub97c \uc774\uc6a9\ud574 \ub514\uc9c0\ud138 \uad11\uace0\ub97c \uad6c\ub9e4\ud558\ub294 \uac83\uc774\ub2e4. \uc989 \ub9e4\uccb4\uc0ac \uce21\uba74\uc5d0\uc11c \ub514\uc9c0\ud138 \uad11\uace0 \ud310\ub9e4 \uad6c\uc870\uac00 \ub9e4\uccb4\uc0ac\/Publisher\u2192PAS\u2192SSP\u2192\uad6c\uae00 \uc560\uc988\/\uad6c\uae00 \uc560\ub4dc\ubab9\u2192DSP\/\uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c\u2192\uad11\uace0\uc8fc\ub85c \uad6c\uc131\ub41c\ub2e4\uba74, \uad11\uace0\uc8fc \uce21\uba74\uc5d0\uc11c\ub294, \uad11\uace0\uc8fc\u2192DSP\u2192\uad6c\uae00 \uc560\uc988\/\uad6c\uae00 \uc560\ub4dc\ubab9\u2192SSP\u2192PAS\u2192\ub9e4\uccb4\uc0ac\ub85c \uad6c\uc131\ub41c\ub2e4.<\/p>\n\n\n\n

RTB\uc5d0\uc11c DSP \ud50c\ub7ab\ud3fc\uc758 \uc5ed\ud560\uc744 \uc0b4\ud3b4\ubcf4\uba74 \uccab\uc9f8, \uad11\uace0\uc8fc\ub85c\ubd80\ud130 \uad11\uace0 \uc694\uccad\uc744 \ubc1b\uace0 \uad11\uace0\uc8fc\ub97c \ub300\uc2e0\ud558\uc5ec \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\uc758 \uad6c\ub9e4\ub97c \uc900\ube44\ud55c\ub2e4. \ub458\uc9f8, DSP \ud50c\ub7ab\ud3fc\uc740 SSP(Supply Side Platform, \ub9e4\uccb4\uc0ac\ub4e4\uc758 \ud50c\ub7ab\ud3fc) \ud639\uc740 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub85c\ubd80\ud130 \uc0ac\uc6a9\uc790\uac00 \uc811\uc18d\ud55c \uc6f9\uc774\ub098 \uc571\uc758 \uad11\uace0 \uc9c0\uba74\uc5d0 \uc785\ucc30\ud558\ub3c4\ub85d \uc694\uccad(\uc989 \uc54c\ub9bc \uba54\uc2dc\uc9c0)\uc744 \ubc1b\ub294\ub2e4. \uc774\ub54c DSP \ud50c\ub7ab\ud3fc\uc740 SSP\ub098 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub85c\ubd80\ud130 \uc6f9\uc774\ub098 \uc571\uc5d0 \uc811\uc18d\ud55c \uc0ac\uc6a9\uc790 \uc815\ubcf4\uc640 \ub9e4\uccb4 \uc815\ubcf4(\uad11\uace0\ub2e8\uac00 \ubc0f \ucd5c\uc800 \uc785\ucc30\uae08\uc561)\ub97c \ubc1b\uace0 \uc785\ucc30\uc744 \uc900\ube44\ud55c\ub2e4. \uc785\ucc30 \uc900\ube44\uc640 \ub3d9\uc2dc\uc5d0 \uc6f9\uc774\ub098 \uc571\uc5d0 \uc811\uc18d\ud55c \uc0ac\uc6a9\uc790 \uc815\ubcf4\uc640 DMP\ub85c\ubd80\ud130 \ubc1b\uc740 \ud0c0\uac9f \uc815\ubcf4\ub97c \ub9e4\uce6d\ud55c \ud6c4 \uc77c\uce58\ud558\uba74 \uad11\uace0\uc8fc\ub97c \ub300\uc2e0\ud558\uc5ec \uc785\ucc30\uc744 \uacb0\uc815\ud55c\ub2e4. \uc14b\uc9f8, \uc5ec\ub7ec \uac1c\uc758 \ud6c4\ubcf4 \uc778\ubca4\ud1a0\ub9ac \uc911 \uac00\uc7a5 \ud6a8\uc728\uc774 \ub192\uc740 \uc778\ubca4\ud1a0\ub9ac\ub97c \uc790\ub3d9 \uc785\ucc30\ud558\uba70, \ucd5c\uc800 \uc785\ucc30\uae08\uc561\uacfc \ub9e4\uccb4\uc758 \uacbd\uc7c1\ub825 \ub4f1\uc744 \uace0\ub824\ud558\uc5ec \uc785\ucc30\uac00\ub97c \uc815\ud55c \ud6c4 \uad11\uace0\uc8fc\ub97c \ub300\uc2e0\ud558\uc5ec \uc785\ucc30\uc5d0 \ucc38\uc5ec\ud55c\ub2e4. \ub137\uc9f8, DSP\ub294 \uc785\ucc30\uae08\uc561\uc744 SSP \ud639\uc740 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\uc5d0 \uc804\ub2ec\ud55c \ud6c4, \ub099\ucc30\uc744 \ubc1b\uc73c\uba74 \ub2e4\uc2dc SSP \ud639\uc740 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub97c \uac70\uccd0 \ub9e4\uccb4\uc5d0 \ub178\ucd9c\ud574\uc57c \ud558\ub294 \uad11\uace0 \uc18c\uc7ac(\ubc30\ub108 \uad11\uace0 \ub4f1)\ub97c \uc560\ub4dc \uc11c\ubc84\ub97c \ud1b5\ud574 \uc804\ub2ec\ud55c\ub2e4. \uc774 \ubaa8\ub4e0 \uacfc\uc815\uc774 \ub05d\ub098\uba74 \uc0ac\uc6a9\uc790\uc5d0\uac8c \ud574\ub2f9 \uad11\uace0\ub97c \ub178\ucd9c\uc2dc\ud0a8\ub2e4. \uc774\ucc98\ub7fc DSP\ub294 DMP, SSP, \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0 \ub4f1\uacfc \uc5f0\ub3d9\ud558\uc5ec \uad11\uace0\uc8fc\ub97c \ub300\uc2e0\ud558\uc5ec \uad11\uace0\uc8fc\uc5d0\uac8c \uc801\ud569\ud55c \ud0c0\uac9f\uc5d0\uac8c \uad11\uace0\ub97c \uad6c\ub9e4\ud574\uc11c \ub178\ucd9c\uc2dc\ud0a8\ub2e4.<\/p>\n\n\n\n

DSP\ub294 DMP \ud50c\ub7ab\ud3fc\uc758 \uace0\uac1d \ub370\uc774\ud130 \ubd84\uc11d\uc5d0 \uae30\ubc18\ud558\uc5ec \uc6d0\ud558\ub294 \uc774\uc6a9\uc790\uc5d0\uac8c\ub9cc \uad11\uace0\uac00 \uc1a1\ucd9c\ub420 \uc218 \uc788\ub3c4\ub85d \uc2e4\uc2dc\uac04 \uc785\ucc30(RTB)\uacfc \uc624\ub514\uc5b8\uc2a4 \ubc14\uc789(audience buying)\uc73c\ub85c \uc6d0\ud558\ub294 \ubbf8\ub514\uc5b4\uc758 \uc9c0\uba74\ub9cc \uc120\ud0dd\uc801\uc73c\ub85c \uad6c\ub9e4\ud560 \uc218 \uc788\ub2e4. \uc774\ub97c \ud1b5\ud574 \ub9c8\ucf00\ud130\ub294 \uad11\uace0\uc8fc \ucea0\ud398\uc778\uc758 \ubaa9\ud45c\ub97c \uc704\ud574 \ud6a8\uc728\uc801\uc73c\ub85c \uc6b4\uc601\ud560 \uc218 \uc788\ub2e4. DSP\ub294 \uad11\uace0\uc8fc\ub4e4\uc774 \uad11\uace0 \uc704\uce58\ub098 \uc9c0\uba74\uc744 \uad6c\ub9e4\ud558\ub294 \uacfc\uc815\uc744 \uc790\ub3d9\ud654\ud558\uace0, \uadf8\ub4e4\uc758 \ucea0\ud398\uc778\uc744 \ubaa8\ub2c8\ud130\ub9c1\ud55c\ub2e4. \uc774 \uacfc\uc815\uc5d0\uc11c \uc5ec\ub7ec \uac1c\uc758 SSP\uc5d0\uc11c \uc81c\uc548\ud558\ub294 \ub9e4\uccb4\uc758 \uad11\uace0\ub2e8\uac00(\uc608\ub97c \ub4e4\uc5b4 CPC, CPV \ub4f1)\ub97c \ube44\uad50\ud558\uc5ec \uac00\uc7a5 \ube44\uc6a9 \ud6a8\uc728\uc801\uc778 \ub9e4\uccb4\ub97c \uc120\ud0dd\ud568\uc73c\ub85c\uc368 \uad11\uace0\uc8fc\uc758 \uc608\uc0b0\uc744 \ud6a8\uc728\uc801\uc73c\ub85c \uc0ac\uc6a9\ud558\uac8c \ud574\uc900\ub2e4.<\/p>\n\n\n\n

DSP\ub294 \uc0ac\uc6a9\uc790 \ub370\uc774\ud130\ub97c \uc218\uc9d1, \uc800\uc7a5, \ubd84\uc11d\ud558\ub294 DMP\uc640 \uc5f0\ub3d9\ud558\uc5ec \uc801\uc808\ud55c \ud0c0\uac9f\uc5d0\uac8c \uad11\uace0\ub97c \ub178\ucd9c\uc2dc\ud0ac \uc218 \uc788\ub3c4\ub85d \ub3d5\ub294\ub2e4. \uc989 \uc77c\ubc18\uc801\uc73c\ub85c DSP\uc640 DMP \ud50c\ub7ab\ud3fc\uc740 \ubd99\uc5b4 \uc788\uc73c\uba70, \uc774 \ub450 \uac1c\uc758 \ud50c\ub7ab\ud3fc\uc774 \uc11c\ub85c \uace0\uac1d \ub370\uc774\ud130\ub97c \uc8fc\uace0\ubc1b\uc73c\uba70 \ub9c8\ucf00\ud305 \ud37c\ub110 \ub2e8\uacc4(\uc778\uc9c0, \uace0\ub824, \uad6c\ub9e4 \uc804\ud658 \ub4f1)\uc5d0 \ub530\ub978 \ub2e4\uc591\ud55c \ucea0\ud398\uc778 \ubaa9\uc801\uc5d0 \uc801\ud569\ud55c \ud0c0\uac9f\ud305\uc744 \uac00\ub2a5\ud558\uac8c \ud574\uc900\ub2e4. \uc989 \ub9c8\ucf00\ud305 \ud37c\ub110\uc758 \ub2e8\uacc4\ubcc4\ub85c \ud575\uc2ec \ud0c0\uac9f\uc5d0\uac8c \uc801\ud569\ud55c \ud0c0\uac9f\ud305 \uae30\ubc95\ub4e4\uc744 \ud1b5\ud574 \uc778\uc9c0, \uace0\ub824, \uad6c\ub9e4 \uc804\ud658 \ub4f1\uc758 \ubaa9\ud45c\uc5d0 \ub9de\uac8c \ucea0\ud398\uc778\uc744 \ucd5c\uc801\ud654\ud55c\ub2e4. \uc608\ub97c \ub4e4\uc5b4 \uace0\uac1d\uc758 \uc778\uc9c0 \ub2e8\uacc4\uc5d0\uc11c\ub294 \uad11\ubc94\uc704\ud55c \ud0c0\uac9f\uc5d0\uac8c \ub3c4\ub2ec\ud558\uae30 \uc704\ud574 \uc131\ubcc4, \ub098\uc774 \ub4f1\uc5d0 \ub530\ub77c \ud0c0\uac9f\ud305\ud558\uace0, \uace0\ub824 \ub2e8\uacc4\uc5d0\uc11c\ub294 \uad00\uc2ec\uc0ac \ud0c0\uac9f\ud305\uc744 \uc2e4\uc2dc\ud55c\ub2e4. \uad6c\uccb4\uc801\uc73c\ub85c DSP \ud50c\ub7ab\ud3fc\uc740 SSP \ud50c\ub7ab\ud3fc\uc73c\ub85c\ubd80\ud130 \ubc1b\uc740 \uc0ac\uc6a9\uc790 \uc815\ubcf4\ub97c DMP(\ub370\uc774\ud130 \uad00\ub9ac \ud50c\ub7ab\ud3fc)\uc5d0 \ubcf4\ub0b4 \ud574\ub2f9 \uc0ac\uc6a9\uc790\uac00 \uc801\ud569\ud55c \ud0c0\uac9f\uc774 \ub9de\ub294\uc9c0\ub97c \uc2e4\uc2dc\uac04\uc73c\ub85c \ud655\uc778\ud558\ub294 \uc624\ub514\uc5b8\uc2a4 \ud0c0\uac9f\ud305 \uae30\ub2a5\uc744 \uc81c\uacf5\ud558\uace0, \uba38\uc2e0\ub7ec\ub2dd\uc758 CPA(Cost Per Action, \uace0\uac1d \ud589\ub3d9 \ub2f9 \ube44\uc6a9) \ucd5c\uc801\ud654 \uc54c\uace0\ub9ac\uc998 \ub4f1\uc744 \uc0ac\uc6a9\ud558\uc5ec \uad11\uace0\uc8fc\uac00 \uc124\uc815\ud55c \ubaa9\ud45c CPA\uc5d0 \ub3c4\ub2ec\ub418\ub3c4\ub85d \uc785\ucc30\uac00\uaca9\uc744 \uc790\ub3d9\uc73c\ub85c \uc870\uc815\ud558\ub294 \uae30\ub2a5\uc744 \uc218\ud589\ud55c\ub2e4. \uc989 DSP \ud50c\ub7ab\ud3fc\uc740 \ub2e8\uc21c\ud788 \ube44\uc6a9 \ud6a8\uc728\uc801\uc778 \ub9e4\uccb4\ub9cc \uc2e4\uc2dc\uac04 \uacbd\ub9e4\ub85c \uad6c\ub9e4\ud558\ub294 \uac83\ub9cc\uc774 \uc544\ub2c8\ub77c, \uad11\uace0\uc8fc\uc758 \uc608\uc0b0\uc744 \uace0\ub824\ud558\uc5ec \uad11\uace0\ucea0\ud398\uc778\uc758 \ubaa9\ud45c \ub2ec\uc131\uc5d0 \ucd5c\uc801\ud654\ub41c \ub9e4\uccb4\ub4e4\uc744 \uc120\ud0dd\ud558\uac8c \ud574\uc8fc\ub294 \uc54c\uace0\ub9ac\uc998\uc774 \ud0d1\uc7ac\ub418\uc5b4 \uc788\ub2e4. \uc608\ub97c \ub4e4\uc5b4 \ub9c8\ucf00\ud130\uac00 DSP \ud50c\ub7ab\ud3fc\uc5d0\uc11c \ucea0\ud398\uc778 \uae30\uac04, \uad11\uace0\uc608\uc0b0, \ucea0\ud398\uc778 \ubaa9\ud45c\ub97c \uc124\uc815\ud558\uba74 \uc774\uc5d0 \ub9de\ub294 \uc801\ud569\ud55c \ub9e4\uccb4, \uac8c\uc7ac \uc704\uce58, \uc694\uc77c, \uac8c\uc7ac \uc2dc\uac04 \ub4f1\uc744 DSP\uc5d0 \ud0d1\uc7ac\ub41c \uc54c\uace0\ub9ac\uc998\uc774 \uc790\ub3d9\uc73c\ub85c \ud544\ud130\ub9c1\uc744 \ud574\uc900\ub2e4. DSP \ud50c\ub7ab\ud3fc\uc740 \uad11\uace0 \uc9d1\ud589 \ud6c4 \uc131\uacfc\ub97c \ubd84\uc11d\ud558\uc5ec \uad11\uace0\uc8fc\uc5d0\uac8c \ub300\uc2dc\ubcf4\ub4dc \ud615\ud0dc\ub85c \ub9ac\ud3ec\ud305 \ud558\ub294 \uae30\ub2a5\ub3c4 \uc218\ud589\ud55c\ub2e4. \ud604\uc7ac DSP \uc11c\ube44\uc2a4\ub294 \ud604\uc5c5\uc5d0\uc11c 30\uac1c\uac00 \ub118\ub294 \uad6d\uac00 \ubc0f 50\uac1c\uac00 \ub118\ub294 \uae00\ub85c\ubc8c \ub9e4\uccb4 \uc5c5\ubb34\uc5d0 \uc788\uc5b4, \ub9e4\ub274\uc5bc\ub85c \ubbf8\ub514\uc5b4\ub97c \uad6c\ub9e4\ud558\ub294 \uac83\uc744 \ub300\uccb4\ud558\uace0 \uc788\ub2e4.<\/p>\n\n\n\n

\ud604\uc7ac \uad6c\uae00\uc758 DV360\uc774 \uc2dc\uc7a5\uc5d0\uc11c \ub3c5\uc810\uc801 \uc9c0\uc704\ub97c \ub204\ub9ac\uace0 \uc788\uc73c\uba70, \uad6d\ub0b4 DSP \ud50c\ub7ab\ud3fc\uc0ac\uc5c5\uc790\ub85c\ub294 DMC \ubbf8\ub514\uc5b4\uc758 \uc560\ub4dc\ud480(ADpool) \ub4f1\uc774 \uc788\uc73c\uba70, MediaMath(\uc81c\uc77c\uae30\ud68d \ubbf8\ub514\uc5b4\ud050\ube0c\uc640 \uc81c\ud734), TURN(\ub300\ud64d\uae30\ud68d\uacfc \uc81c\ud734) \ub4f1\uc740 \uad6d\ub0b4 \ud68c\uc0ac\uc640 \uc81c\ud734\ub97c \ud1b5\ud574 \uc9c4\ucd9c\ud558\uc600\ub2e4. \uad6d\ub0b4 \uc2dc\uc7a5\uc5d0 \uc9c4\ucd9c\ud55c \uae00\ub85c\ubc8c DSP \uc0ac\uc5c5\uc790\ub4e4\uc740 \uad6d\ub0b4\uc5d0 \uc9c0\uc0ac\ub97c \uc124\ub9bd\ud558\uc9c0 \uc54a\ub354\ub77c\ub3c4, \uc790\uc2e0\ub4e4\uc774 \ubcf4\uc720\ud55c \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0 \ud50c\ub7ab\ud3fc\uc744 \ud1b5\ud574 \uad6d\ub0b4 \ubbf8\ub514\uc5b4 \uc9c0\uba74\uc5d0 \uc2e4\uc2dc\uac04\uc73c\ub85c \uad11\uace0\ub97c \uc9d1\ud589\ud560 \uc218 \uc788\ub2e4. \ub610\ud55c \uad6d\ub0b4 \uc2dc\uc7a5\uc5d0 \uc9c1\uc811 \uc9c4\ucd9c\ud55c \uae00\ub85c\ubc8c DSP \ud50c\ub7ab\ud3fc\uc774\ub098 \uae00\ub85c\ubc8c DSP \uc0ac\uc5c5\uc790\ub4e4\uacfc \uc804\ub7b5\uc801 \ud30c\ud2b8\ub108\uc2ed\uc744 \uccb4\uacb0\ud55c \uad6d\ub0b4 DSP \uc0ac\uc5c5\uc790\ub4e4\uc740 \uae00\ub85c\ubc8c \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub4e4\uacfc \uc5f0\ub3d9\ud558\uc5ec \ud574\uc678 \uc2dc\uc7a5\uc5d0\uc11c \uad6d\ub0b4 \uad11\uace0\uc8fc\ub4e4\uc5d0\uac8c \uae00\ub85c\ubc8c \uc778\ubca4\ud1a0\ub9ac\uc758 \uad6c\ub9e4\ub97c \uac00\ub2a5\ud558\uac8c \ud55c\ub2e4.<\/p>\n\n\n\n

(5) \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0 (Ad Exchange : AdX)<\/p>\n\n\n\n

\uad6c\uae00\uacfc \uc81c\ud734\ub41c \ub9e4\uccb4\uc0ac \uce21 \ub514\uc9c0\ud138 \uad11\uace0 \ud50c\ub7ab\ud3fc\uc778 SSP\uc640 \uad11\uace0\uc8fc \uce21 \ub514\uc9c0\ud138 \uad11\uace0 \uad6c\ub9e4 \ud50c\ub7ab\ud3fc\uc778 DSP\ub97c \uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c\uc640 \uc5f0\uacb0\ud574\uc8fc\ub294 \uac83\uc774 \uad6c\uae00 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub2e4. \uad6c\uae00 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0(AdX)\ub294 \ub514\uc9c0\ud138 \uad11\uace0 \uc784\ud504\ub808\uc158 \ubca0\uc774\uc2a4\ub85c \uc5ec\ub7ec \uad6c\ub9e4\uc790\uc640 \ud310\ub9e4\uc790\ub97c \ub9e4\uce6d\ud558\ub294 \uc2e4\uc2dc\uac04 \uacbd\ub9e4 \uc2dc\uc7a5\uc744 \uc758\ubbf8\ud55c\ub2e4. \uc0ac\uc6a9\uc790\uc5d0\uac8c \uc6f9\ud398\uc774\uc9c0\ub97c \uc694\uccad\ud558\uc5ec \ub85c\ub4dc\ub420 \ub54c \uc778\ubca4\ud1a0\ub9ac\uac00 \ubc1c\uc0dd\ud558\uace0 \ub9e4\uccb4\uc0ac\uc758 \uc778\ubca4\ud1a0\ub9ac\ub294 \uc560\ub4dc \uc11c\ubc84\ub97c \ud1b5\ud574 \uc2e4\uc2dc\uac04\uc73c\ub85c \uacbd\ub9e4 \uc2dc\uc7a5\uc778 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\uc5d0 \uc804\uc1a1\ub41c\ub2e4. \uc989 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub294 \uc778\ubca4\ud1a0\ub9ac \uc7ac\uace0 \uc704\ud5d8\uc744 \uac10\uc218\ud558\uc9c0 \uc54a\uc73c\uba70 \uc790\uccb4 \uacc4\uc88c\ub85c \uac70\ub798\ud558\uc9c0\ub3c4 \uc54a\uc73c\uba70, \ub9e4\uccb4\uc0ac\uc758 \uc778\ubca4\ud1a0\ub9ac\ub97c \uad11\uace0\uc8fc\uc640 \uc5f0\uacb0\ud558\ub294 \ub9c8\ucf13\ud50c\ub808\uc774\uc2a4 \uc5ed\ud560\ub9cc \ud55c\ub2e4.<\/p>\n\n\n\n

\uad11\uace0\uc8fc\uac00 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\uc5d0\uc11c \uad11\uace0\ub97c \uad6c\ub9e4\ud558\uae30 \uc704\ud574\uc11c\ub294 \uad6c\uae00\uc758 DV 360\uacfc \uac19\uc740 \uad11\uace0 \uad6c\ub9e4 \ud50c\ub7ab\ud3fc\uc744 \uc774\uc6a9\ud558\uc5ec \uc2e4\uc2dc\uac04 \uacbd\ub9e4\uc5d0 \ucc38\uc5ec\ud574\uc57c \ud55c\ub2e4. \uc2e4\uc2dc\uac04 \uacbd\ub9e4\ub294 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub97c \uc0ac\uc6a9\ud558\ub294 \ubaa8\ub4e0 \uad11\uace0\uc8fc\uc5d0\uac8c \uc5f4\ub824\uc788\uc73c\uba70, \uad11\uace0\uc8fc\ub294 \uc2e4\uc2dc\uac04 \uacf5\uac1c \uacbd\ub9e4\ub97c \ud1b5\ud574 \ud37c\ube14\ub9ac\uc154\uac00 \uc81c\uacf5\ud558\ub294 \uc778\ubca4\ud1a0\ub9ac\ub97c \uad6c\ub9e4\ud560 \uc218 \uc788\ub2e4. \uc774\ub54c \uc785\ucc30\uc5d0 \ucc38\uc5ec\ud558\ub294 \uc8fc\uccb4\ub294 \uc2e4\uc81c \uad11\uace0\uc8fc\uac00 \uc544\ub2c8\ub77c \uadf8\ub4e4\uc744 \ub300\uc2e0\ud558\ub294 \uad11\uace0 \uad6c\ub9e4 \ud50c\ub7ab\ud3fc(\uc608, DV 360)\uc774\ub2e4.<\/p>\n\n\n\n

2) \uc560\ub4dc\ud14c\ud06c\uc640 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789<\/p>\n\n\n\n

\uc560\ub4dc\ud14c\ud06c \uc194\ub8e8\uc158\uc774 \ubc1c\uc804\ud558\uba74\uc11c \uc571 \uac1c\ubc1c\uc790\uc758 \uad11\uace0 \ud310\ub9e4 \ubc0f \uad00\ub9ac\uc758 \ud6a8\uc728\uc131\uc744 \uac1c\uc120\ud558\uae30 \uc704\ud574 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0 \uad6c\ub9e4 \ubc0f \uc2e4\uc2dc\uac04 \uc785\ucc30(RTB) \uc2dc\uc2a4\ud15c\uc774 \ub4f1\uc7a5\ud558\uc600\ub2e4. \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uac70\ub798\ubc29\uc2dd\uc740 \ud504\ub85c\uadf8\ub7a8(\uc194\ub8e8\uc158)\uc774 \uc790\ub3d9\uc73c\ub85c \uc0ac\uc6a9\uc790(audience)\ub97c \ubd84\uc11d\ud558\uace0, \ubd84\uc11d\ud55c \uc0ac\uc6a9\uc790\uc758 \ud589\ub3d9 \ub370\uc774\ud130\ub97c \uadfc\uac70\ub85c \ud558\uc5ec \uc0ac\uc6a9\uc790 \uc911 \uc801\uc808\ud55c \ud0c0\uac9f\uc744 \uc124\uc815\ud558\uace0, \ud574\ub2f9 \ud0c0\uac9f\uc5d0 \uac00\uc7a5 \uc801\uc808\ud55c \ub9de\ucda4\ud615 \uad11\uace0\ub97c \ub178\ucd9c\ud558\ub294 \uad11\uace0 \uacf5\uac04(inventory)\uc744 \uac70\ub798\ud558\ub294 \ubc29\uc2dd\uc774\ub2e4. \uc0ac\uc804\uc5d0 \ub9cc\ub4e4\uc5b4\uc9c4 \uc54c\uace0\ub9ac\uc998\uc744 \uc774\uc6a9\ud574 \uad11\uace0\uc758 \uad6c\ub9e4\uacfc\uc815\uc744 \uc790\ub3d9\ud654\ud55c \uac70\ub798\ubc29\uc2dd\uc73c\ub85c \uc804\ud1b5\uc801\uc778 IO \ubc29\uc2dd\uacfc\ub294 \ub2ec\ub9ac \ucd5c\ucd08 \uacc4\uc57d \uc2dc \uacc4\uc57d\uc11c \uc791\uc131\uc774 \uc544\ub2cc \uc57d\uad00\uc5d0 \ub3d9\uc758\ud558\ub294 \ud615\ud0dc\ub85c \uacc4\uc57d\uc774 \uc774\ub8e8\uc5b4\uc9c0\uba70, \uc774\ud6c4 \uc9d1\ud589\ub418\ub294 \uad11\uace0\uc5d0 \ub300\ud574\uc11c\ub3c4 \uacc4\uc57d \uac74\ub9c8\ub2e4 \ubc1c\uc0dd\ud560 \uc218 \uc788\ub294 \uacc4\uc57d\uc11c \uc791\uc131 \uacfc\uc815\uc774 \ubd88\ud544\uc694\ud558\ub2e4.<\/p>\n\n\n\n

\ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uc740 \uad11\uace0\uac70\ub798\uc758 \ucc38\uc5ec\uc790\ub4e4\uc778 \uad11\uace0\uc8fc, \ud37c\ube14\ub9ac\uc154(\ub9e4\uccb4\uc0ac)\uc640 \uc774\ub4e4 \uac04\uc758 \uad11\uace0\uac70\ub798\ub97c \ub3c4\uc640\uc8fc\ub294 \uc5ec\ub7ec \uac1c\uc758 \uad11\uace0 \ud50c\ub7ab\ud3fc\ub4e4\ub85c \uad6c\uc131\ub418\uc5b4 \uc788\ub2e4. \uc774\ub4e4 \uad11\uace0\ud50c\ub7ab\ud3fc\uc740 SSP(supply side platform), DSP(demand side platform), DMP(data management platform), \uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c(ad network), \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0(ad exchange)\ub97c \ud3ec\ud568\ud55c\ub2e4.<\/p>\n\n\n\n

\ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uc740 \uad11\uace0\ub2e8\uac00\uac00 \ud37c\ube14\ub9ac\uc154(publisher)\uc5d0 \uc758\ud574 \uc774\ubbf8 \uc815\ud574\uc838 \uc788\ub294 \uace0\uc7a5 \ub2e8\uac00\ubc29\uc2dd\uc774 \uc544\ub2cc \uc2e4\uc2dc\uac04 \uc785\ucc30(Real Time Bidding : RTB) \ubc29\uc2dd\uc73c\ub85c \uc9c4\ud589\ub41c\ub2e4. <\uadf8\ub9bc 5>\uc5d0\uc11c \ubcf4\uc774\ub4ef\uc774 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uc758 \uacfc\uc815\uc740 \uc0ac\uc6a9\uc790\uac00 \ud2b9\uc815 \uc6f9\uc774\ub098 \uc571\uc5d0 \uc811\uc18d \uc989\uc2dc \uc785\ucc30\uc774 \uc2dc\uc791\ub41c\ub2e4. \ud37c\ube14\ub9ac\uc154\ub294 SSP \ud639\uc740 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub97c \ud1b5\ud574 \ud574\ub2f9 \uad11\uace0 \uc704\uce58\uc5d0 \uc785\ucc30\ud558\ub3c4\ub85d \uad11\uace0\uc8fc\uc5d0\uac8c \uc54c\ub9bc\uc744 \ubcf4\ub0b8\ub2e4. \uc774\ub54c SSP \ud639\uc740 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub294 DSP\uc5d0 \uc720\uc800 \uc815\ubcf4\uc640 \ub9e4\uccb4 \uc815\ubcf4(\ucd5c\uc800 \uc785\ucc30\uae08\uc561)\ub97c \uc804\ub2ec\ud558\uace0 \uc785\ucc30\uc744 \uae30\ub2e4\ub9b0\ub2e4. \uad11\uace0\uc8fc\ub294 DSP\ub97c \ud1b5\ud574 \uc6f9\uc774\ub098 \uc571\uc5d0 \uc811\uc18d\ud55c \uc0ac\uc6a9\uc790\uc758 \uc815\ubcf4\ub97c \ubc1b\uace0, \uc720\uc800\uc5d0\uac8c \uad11\uace0\ub97c \ub178\ucd9c\uc2dc\ud0a4\uae30 \uc704\ud574 \uc785\ucc30\uc5d0 \ucc38\uc5ec\ud55c\ub2e4. \uc774\ub54c DSP\ub294 \uad11\uace0\uc8fc \ub300\uc2e0 \uc790\uccb4\uc801\uc73c\ub85c \uc785\ucc30\uc744 \uacb0\uc815\ud558\uac70\ub098 \uc678\ubd80 DMP\ub97c \ud1b5\ud574 \uc785\ucc30 \uc720\ubb34\ub97c \ud310\ub2e8\ud55c\ub2e4. \uc785\ucc30\uc744 \uacb0\uc815\ud558\uba74 DSP\ub294 \uc785\ucc30\uae08\uc561\uc744 SSP \ud639\uc740 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\uc5d0 \uc804\ub2ec\ud55c\ub2e4. SSP \ud639\uc740 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub294 \uc785\ucc30\uae08\uc561\uc744 \ube44\uad50\ud558\uc5ec \uac00\uc7a5 \ub9ce\uc740 \uae08\uc561\uc744 \uc81c\uc2dc\ud55c DSP\uc5d0 \ub099\ucc30\ud55c\ub2e4. \ub099\ucc30\ubc1b\uc740 DSP\ub294 \ub2e4\uc2dc SSP \ud639\uc740 \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0\ub97c \uac70\uccd0 \ub9e4\uccb4\uc5d0 \ub178\ucd9c\ud574\uc57c \ud558\ub294 \uc815\ubcf4\uac00 \ub2f4\uaca8\uc788\ub294 \uc560\ub4dc \uc11c\ubc84\uc5d0 \uc815\ubcf4\ub97c \uc804\ub2ec\ud55c\ub2e4. \uc774 \ubaa8\ub4e0 \uacfc\uc815\uc774 \ub05d\ub098\uba74 \uc0ac\uc6a9\uc790\uc5d0\uac8c \ud574\ub2f9 \uad11\uace0\ub97c \ub178\ucd9c\ud55c\ub2e4.<\/p>\n\n\n\n

\ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uc740 \ubbf8\ub514\uc5b4 \ubbf9\uc2a4 \ucd5c\uc801\ud654\uc758 \uc131\uacfc\ub97c \ub192\uc5ec\uc900\ub2e4. \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uc740 \uad11\uace0\uc8fc\uac00 \uc815\ud655\ud55c \ud0c0\uac9f\ud305\uc744 \ud1b5\ud574 \uc88b\uc740 \uc778\ubca4\ud1a0\ub9ac\ub97c \ud655\ubcf4\ud560 \uc218 \uc788\uac8c \ud574\uc8fc\uace0, \ud37c\ube14\ub9ac\uc154\uac00 \uc6d0\ud558\ub294 \uad11\uace0\uc8fc\ub97c \ucc3e\uc544\uc11c \uad11\uace0 \uc704\uce58 \ud639\uc740 \uc9c0\uba74\uc5d0 \ub300\ud55c \uad11\uace0\uc218\uc775\uc744 \ub192\uc744 \uc218 \uc788\ub3c4\ub85d \ud574\uc900\ub2e4. \uc989 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uc740 \ub370\uc774\ud130\ub97c \uae30\ubc18\uc73c\ub85c \ud55c \uc790\ub3d9 \uc778\ubca4\ud1a0\ub9ac \ub9e4\uc785 \uc2dc\uc2a4\ud15c\uc73c\ub85c, \uad11\uace0\uc8fc\uac00 \ubbf8\ub9ac \uae30\uac04 \ub2e8\uc704\ub85c \uc778\ubca4\ud1a0\ub9ac\ub97c \uad6c\ub9e4\ud558\ub294 \uac83\uc774 \uc544\ub2c8\ub77c, \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\uc758 1\ud68c \ub178\ucd9c\uc744 \ud544\uc694\uc5d0 \ub530\ub77c \uc2e4\uc2dc\uac04\uc73c\ub85c \uad6c\ub9e4\ud558\uc5ec \ud574\ub2f9 \uc81c\ud488\uc5d0 \uad00\uc2ec\uc774 \uc788\uac70\ub098 \uc18c\ube44\ud558\uace0 \uc788\ub294 \ud55c \uba85\uc758 \ud0c0\uac9f\uc5d0\uac8c \ub178\ucd9c\ud568\uc73c\ub85c \ud6a8\uacfc\uc801\uc778 \uad11\uace0\ub97c \uc9d1\ud589\ud560 \uc218 \uc788\ub3c4\ub85d \ud558\ub294 \uc9c4\ud654\ub41c \ub514\uc9c0\ud138 \uad11\uace0\uac70\ub798 \ubc29\uc2dd\uc774\ub2e4. \ubbf8\uad6d\uc758 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789 \uc2dc\uc7a5\uc758 \uaddc\ubaa8\ub294 \uc804\uccb4 \ub514\uc9c0\ud138 \uad11\uace0\uc2dc\uc7a5\uc758 80% \uc774\uc0c1, \uc77c\ubcf8 \uc2dc\uc7a5\uc5d0\uc11c\ub294 60% \uc774\uc0c1\uc744 \ucc28\uc9c0\ud558\uace0 \uc788\ub2e4. \ud558\uc9c0\ub9cc \uc6b0\ub9ac\ub098\ub77c\uc5d0\uc11c\ub3c4 \uad11\uace0\uc8fc\uc758 \uad11\uace0\ube44\uc758 \ud6a8\uc728\uc801 \uc9d1\ud589\uc5d0 \ub300\ud55c \uc694\uad6c\uac00 \ucee4\uc9c0\uace0, \uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c\uc758 \uc218\uac00 \ub9ce\uc544\uc9c0\uba74\uc11c \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789 \uc2dc\uc7a5\uc774 \ud65c\uc131\ud654\ub418\uace0 \uc788\ub2e4.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\uadf8\ub9bc 3> \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uacfc RTB\uc758 \uacfc\uc815<\/p>\n\n\n\n

\ucd9c\ucc98: DMC REPORT. (2015.3.6). \ub514\uc9c0\ud138 \uad11\uace0 \ud50c\ub7ab\ud3fc\uc758 \ud2b8\ub80c\ub4dc\uc640 \uc804\ub9dd. DMC MEDIA, 12.<\/p>\n\n\n\n

\ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uac70\ub798\ubc29\uc2dd\uc5d0\uc11c \uad11\uace0 \uad6c\ub9e4\uacfc\uc815\uc758 \uc790\ub3d9\ud654\uac00 \uac00\ub2a5\ud558\uac8c \ud574\uc8fc\ub294 \ub300\ud45c\uc801\uc778 \uc2dc\uc2a4\ud15c\uc778 \uc2e4\uc2dc\uac04 \uc785\ucc30(RTB)\uc740 \uc0ac\uc6a9\uc790 \uc628\ub77c\uc778 \ud589\ub3d9 \ub370\uc774\ud130 \uae30\ubc18 \uad11\uace0\ub9e4\uce6d \uc2dc\uc2a4\ud15c\uc73c\ub85c \uad11\uace0 \uad6c\ub9e4\uc790\uc640 \ud310\ub9e4\uc790\ub97c \uc560\ub4dc\ud14c\ud06c \uc194\ub8e8\uc158\uc744 \ud1b5\ud574 \uc790\ub3d9\uc73c\ub85c \uc5f0\uacb0\ud574 \ub9e4\uccb4\uac00 \ud310\ub9e4\ud558\uace0\uc790 \ud558\ub294 \uad11\uace0 \uacf5\uac04\uc744 \uac00\uc7a5 \uc801\ud569\ud55c \uc218\uc6a9\uc790\uc5d0\uac8c \uc801\ud569\ud55c \ubc29\uc2dd\uc73c\ub85c \uc81c\uc2dc\ud55c\ub2e4. \uac70\ub798\uac00 \uc790\ub3d9\uc801\uc774\uace0 \ud6a8\uc728\uc801\uc774\uba70 \uc218\uc6d4\ud558\uac8c \ud574\uc8fc\uba70 \uc774\uc640 \uac19\uc740 \uac70\ub798\uac00 \uc2e4\uc2dc\uac04\uc73c\ub85c \uc774\ub8e8\uc5b4\uc9c4\ub2e4.<\/p>\n\n\n\n

RTB\ub294 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789\uc774\ub77c\ub294 \ud070 \uac1c\ub150\uc5d0 \ud3ec\ud568\ub41c \uc5ec\ub7ec \ud2b9\uc131 \uc911 \ud558\ub098\uc774\uc9c0\ub9cc \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789 \ubc29\uc2dd\uc774 \ubc18\ub4dc\uc2dc RTB\ub97c \uc758\ubbf8\ud558\uc9c0\ub294 \uc54a\ub294\ub2e4. \uc989 \uae30\uc874\uc758 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789 \ubc29\uc2dd\uc758 \uad11\uace0\ub294 \uc624\ub514\uc5b8\uc2a4 \ud0c0\uac9f\ud305, \uc790\ub3d9\ud654\ub418\uace0 \uc5f0\uacb0\ub41c \uad6c\ub9e4\uc640 \ub178\ucd9c\ub41c \ud504\ub85c\uc138\uc2a4\ub77c\ub294 3\ub300 \uc694\uc18c\uac00 \uc804\uc81c\ub418\uc5c8\ub294\ub370, \ucd5c\uadfc\uc5d0\ub294 RTB\ub97c \ud3ec\ud568\ud55c 4\ub300 \uc694\uc18c\uac00 \uac16\ucdb0\uc84c\uc744 \ub54c \ube44\ub85c\uc18c \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0\ub2e4. \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0\uc758 \ube44\uc6a9\uc740 \ubcf4\ud3b8\uc801\uc73c\ub85c 1\ud68c \ub178\ucd9c(Impression) \ub2e8\uc704\ub85c \ucc45\uc815 \ubc0f \uc9c0\ubd88\ub41c\ub2e4. RTB \ubc29\uc2dd\uc740 DSP(Demand Side Platform), SSP(Supply Side Platform), AdX(Ad Exchange) \ub4f1\uc758 \uc2dc\uc7a5\ucc38\uc5ec\uc790\ub4e4\ub85c \uad6c\uc131\ub418\uc5b4 \ud574\ub2f9 \ucc38\uc5ec\uc790\ub4e4 \uc0ac\uc774\uc5d0\uc11c \uc790\ub3d9\ud654 \uac70\ub798\ubc29\uc2dd\uc774 \uc774\ub8e8\uc5b4\uc9c4\ub2e4.<\/p>\n\n\n\n

\ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \ubc14\uc789 \ubc29\uc2dd\uc740 \uc804\ud1b5\uc801 \uac70\ub798\ubc29\uc2dd\uacfc \ube44\uad50\ud560 \ub54c, \ub2e8\uac00 \uc0b0\uc815 \ubc29\uc2dd\uc5d0\uc11c \uac00\uc7a5 \ud070 \ucc28\uc774\uac00 \uc788\ub294\ub370 \uc804\ud1b5\uc801 \uac70\ub798\ubc29\uc2dd\uc740 \uae30\uac04(\uc77c, \uc8fc, \uc6d4), \ub178\ucd9c, \ud074\ub9ad \ub4f1\uc744 \uae30\ubc18\uc73c\ub85c \ud55c \uc77c\uc885\uc758 \ubb36\uc74c \uc0c1\ud488\uc73c\ub85c \ub9e4\uccb4\uc0ac\uc5d0\uc11c \uc791\uc131\ud55c \ub2e8\uac00\ud45c\uac00 \uacf5\uc2dd\uc801\uc73c\ub85c \uc81c\uc2dc\ub418\uba70 \ud574\ub2f9 \ub2e8\uac00\ub294 \ubcf4\uc7a5\ub418\ub294 \ub178\ucd9c \uc218, \uad11\uace0 \uacf5\uac04\uc758 \ud2b9\uc131 \ub4f1\uc744 \uae30\ubc18\uc73c\ub85c \ud55c\ub2e4. \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uac70\ub798\ubc29\uc2dd\uc740 \uad11\uace0\uc8fc\uac00 \uc124\uc815\ud574\ub454 \uad11\uace0 \ub178\ucd9c \ub300\uc0c1\uc5d0 \ub300\ud55c \uc124\uc815\uac12\uc5d0 \uc801\ud569\ud55c \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac(inventory)\uac00 \ubc1c\uc0dd\ud558\uba74 \uad11\uace0\uc8fc \uce21\uba74\uc758 \uc2dc\uc7a5\ucc38\uc5ec\uc790\uac00(\uc608, \uad11\uace0\uc8fc, \uad11\uace0\ub300\ud589\uc0ac, \ubbf8\ub514\uc5b4\ub819, DSP) \uc785\ucc30\uc5d0 \ucc38\uc5ec\ud558\uc5ec \ud574\ub2f9 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac \uad6c\ub9e4\ub97c \uc2dc\ub3c4\ud558\uace0, \ub9e4\uccb4\uc0ac\ub294 \ucd5c\uace0\uac00\uaca9\uc744 \uc81c\uc2dc\ud558\ub294 \uad11\uace0\uc8fc\uc5d0\uac8c \ub9e4\uccb4\uac00 \uc18c\uc720\ud55c \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\ub97c \ud310\ub9e4\ud558\ub294 \uacf5\uae09\uc790\uc640 \uc218\uc694\uc790\uc5d0\uac8c \ucd5c\uc801\uc758 \uac70\ub798\uac00 \uc774\ub8e8\uc5b4\uc9c4\ub2e4.<\/p>\n\n\n\n

\ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0\uac00 IO(Insert Order) \ubc29\uc2dd \uad11\uace0\uc5d0 \ube44\ud574 \uac00\uc9c0\ub294 \uc7a5\uc810\uc740 \uccab\uc9f8, \uad11\uace0 \uc2dc\uc2a4\ud15c\uc774 \uc790\ub3d9\ud654\ub418\uc5b4 \uc2dc\uc2a4\ud15c\uc774 \uad11\uace0\uac70\ub798\ub97c \uc9d1\ud589\ud558\uae30 \ub54c\ubb38\uc5d0 \uad11\uace0 \uc9d1\ud589\uacfc\uc815\uc774 \ubc88\uac70\ub86d\uc9c0 \uc54a\uace0 \ud3b8\ub9ac\ud558\uba70 \ud22c\uba85\uc131\uc774 \ub192\ub2e4. \ub458\uc9f8, \ud6a8\uc728\uc774 \uc99d\ub300\ub418\uace0 \ube44\uc6a9\uc774 \uc808\uac10\ub41c\ub2e4. \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0\ub294 \ud2b9\uc815 \uc0ac\uc6a9\uc790\ubcc4\ub85c \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac \uad6c\ub9e4\uac00 \uac00\ub2a5\ud558\ub2e4. \ud2b9\uc815 \uc0ac\uc6a9\uc790\ub294 \ud574\ub2f9 \uad11\uace0\uc5d0 \uac00\uc7a5 \uc801\ud569\ud55c \ud0c0\uac9f\uc774\uae30\uc5d0 \uad11\uace0\uc131\uacfc \uadf9\ub300\ud654\uac00 \uac00\ub2a5\ud558\uace0 \ube44\uc6a9\uc774 \uc808\uac10\ub418\uba70 \uad11\uace0\uc8fc\ubfd0\ub9cc \uc544\ub2c8\ub77c \ub9e4\uccb4\uc0ac \uc785\uc7a5\uc5d0\uc11c\ub3c4 \uad11\uace0 \uc778\ubca4\ud1a0\ub9ac\ub97c \uac00\uc7a5 \ube44\uc2fc \uac00\uaca9\uc5d0 \ud310\ub9e4\uac00 \uac00\ub2a5\ud574 \ud6a8\uc728\uc801\uc774\ub2e4. \uc14b\uc9f8, \uc758\uc0ac\uacb0\uc815\uc758 \uc2e4\uc2dc\uac04\uc131\uc774 \ubcf4\uc7a5\ub41c\ub2e4. IO \ubc29\uc2dd \uad11\uace0\uc640 \ub2ec\ub9ac \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0\uc758 \uc9d1\ud589 \ubc0f \uc911\uc9c0\ub294 \ub2f4\ub2f9\uc790 \uac04\uc758 \ucee4\ubba4\ub2c8\ucf00\uc774\uc158 \uacfc\uc815\uc774 \ubd88\ud544\uc694\ud558\uace0 \uad11\uace0\uc8fc \uce21\uc5d0\uc11c \uc6d0\ud560 \ub54c \uc5b8\uc81c\ub4e0\uc9c0 \uc9d1\ud589 \ubc0f \uc911\uc9c0\ub97c \ud560 \uc218 \uc788\uc5b4 \ucea0\ud398\uc778\uc758 \uc9d1\ud589 \ubc0f \uc911\ub2e8\uacfc \uac19\uc740 \ud1b5\uc81c\uac00 \uc218\uc6d4\ud558\uace0, \uadf8\ub85c \uc778\ud574 \uad11\uace0\ucea0\ud398\uc778 \uba54\uc2dc\uc9c0\uc758 \uc218\uc815 \ub610\ud55c \uc6a9\uc774\ud558\ub2e4. \ucea0\ud398\uc778 \uae30\uac04\ub3d9\uc548 \uc77c\uc885\uc758 \ud14c\uc2a4\ud2b8\ub97c \uac70\uccd0 \ucd95\uc801\ub418\ub294 \uad11\uace0\ud6a8\uacfc \ub370\uc774\ud130\ub85c \uc815\ubc00\ud55c \ud0c0\uac9f\ud305\uc774 \uac00\ub2a5\ud574 \uc758\uc0ac\uacb0\uc815\uc758 \uc9c8\uacfc \uc801\uc2dc\uc131\uc774 \ud06c\uac8c \ud5a5\uc0c1\ub41c\ub2e4. \ub137\uc9f8, \uc601\uc138\ud55c \uc0ac\uc5c5\uc790\ub4e4\ub3c4 \ubd80\ub2f4 \uc5c6\uc774 \uad11\uace0 \uc9d1\ud589\uc744 \ud560 \uc218 \uc788\ub2e4. \ubcf4\uc7a5\ud615 \uad11\uace0 \uc0c1\ud488\uc758 \uad6c\ub9e4\ub294 \uc77c\uc815 \uae30\uc900 \uc774\uc0c1\uc758 \uad11\uace0\uc9d1\ud589\uc561\uc774 \uc694\uad6c\ub418\uae30 \ub54c\ubb38\uc5d0 \ube44\uad50\uc801 \uc601\uc138\ud55c \uc0ac\uc5c5\uc790\uc5d0\uac8c \uad11\uace0\uac70\ub798\uc758 \uc7a5\ubcbd\uc774 \ub192\uc558\uc73c\ub098 \uc131\uacfc\ud615 \uad11\uace0 \uc0c1\ud488\uc758 \uad6c\ub9e4\ub294 \uadf8\ub7ec\ud55c \uae30\uc900\uc774 \uc5c6\uc5b4 \ube44\uad50\uc801 \uc801\uc740 \ube44\uc6a9\uc73c\ub85c\ub3c4 \uad11\uace0 \uc9d1\ud589\uc774 \uac00\ub2a5\ud558\ub2e4.<\/p>\n\n\n\n

\ub514\uc9c0\ud138 \uad11\uace0\uc758 \ud22c\uba85\uc131\uc5d0 \ubd80\uc815\uc801\uc778 \uacac\ud574\ub3c4 \uc788\ub2e4. \ubd07, \uc560\ub4dc \uc2a4\ud0dc\ud0b9, \ud53d\uc140 \uc2a4\ud130\ud551 \ub4f1\uc758 \ubc29\uc2dd\uc73c\ub85c \uad11\uace0\ud6a8\uacfc\uac00 \ubd88\ud22c\uba85\ud574 \uc774\ub85c \uc778\ud574 \uc190\uc2e4\uc774 \ubc1c\uc0dd\ud560 \uc218 \uc788\ub2e4. \ud398\uc774\uc2a4\ubd81\uacfc \uad6c\uae00\uc758 \uacbd\uc6b0\uc5d0\ub294 \uad11\uace0\uc0ac\uae30(Ad-fraud)\uc5d0 \ub300\ud55c \uc815\ud655\ud55c \uc9d1\uacc4\uac00 \uc774\ub8e8\uc5b4\uc9c0\uc9c0 \uc54a\uace0 \uc788\uc73c\ub098 \ub9e4\ub144 \ubbf8\uad6d \uad11\uace0 \uc9c0\ucd9c\uc758 \uc57d 20% \uc815\ub3c4\uac00 \uad11\uace0\uc0ac\uae30\ub85c \uc778\ud558\uc5ec \ub0ad\ube44\ub418\uace0 \uc788\ub2e4(Perrin, 2019; Richet, 2022). \uc774\ub7ec\ud55c \uad11\uace0\uc0ac\uae30\ub294 \ud504\ub85c\uadf8\ub798\ub9e4\ud2f1 \uad11\uace0\uc5d0\uc11c \ubc1c\uc0dd\ud560 \uc218 \uc788\ub294 \ubd80\uc815\uc801 \uc0c1\ud669\uc73c\ub85c \uc774\uc5d0 \ub300\ud55c \uc801\uc808\ud55c \ud574\uacb0\ucc45\uc740 \uc544\uc9c1 \uba85\ud655\ud558\uac8c \uc81c\uc2dc\ub418\uc9c0 \uc54a\uc558\ub2e4.<\/p>\n","protected":false},"excerpt":{"rendered":"

\uc560\ub4dc\ud14c\ud06c\ub294 \ub514\uc9c0\ud138 \uad11\uace0 \uc0dd\ud0dc\uacc4\uc758 \uad11\uace0\uc8fc, \uac8c\uc2dc\uc790, \uad11\uace0 \ub124\ud2b8\uc6cc\ud06c \ubc0f \uae30\ud0c0 \uc774\ud574\uad00\uacc4\uc790\uac00 \uc0ac\uc6a9\ud558\ub294 \uad11\ubc94\uc704\ud55c \uae30\uc220, \ud50c\ub7ab\ud3fc \ubc0f \ub3c4\uad6c\ub97c \ud3ec\uad04\ud55c\ub2e4. \uad11\uace0\uc8fc\uc640 \ud37c\ube14\ub9ac\uc154(\ub9e4\uccb4\uc0ac) \uac04\uc758 \uad11\uace0\uac70\ub798\ub97c \ub3c4\uc640\uc8fc\ub294 \ud575\uc2ec\uc801\uc778 \uad11\uace0\ud50c\ub7ab\ud3fc\uc740 \uc560\ub4dc \uc11c\ubc84(Ad Server), SSP(supply side platform), DSP(demand side platform), DMP(data management platform), \uc560\ub4dc \ub124\ud2b8\uc6cc\ud06c(ad network), \uc560\ub4dc \uc775\uc2a4\uccb4\uc778\uc9c0(ad exchange)\ub97c \ud3ec\ud568\ud55c\ub2e4. \uad11\uace0\uac70\ub798\uc5d0 \uad00\uc5ec\ud558\ub294 \uc560\ub4dc\ud14c\ud06c \uc11c\ube44\uc2a4 \uad6c\uc131\uc694\uc18c\ub294 <\ud45c 1>\uacfc \uac19\ub2e4. <\ud45c 1> \uc560\ub4dc\ud14c\ud06c […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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