确保在Zalando首页上的广告支出均衡：我们的新竞价算法如何最大化广告主和购物者的价值

Zalando Marketing Services (ZMS) is Zalando's advertising platform. It helps brands create and manage campaigns on Zalando, increasing their visibility and improving performance at every stage of the marketing funnel, from awareness to purchase, within the Zalando marketplace.

Zalando Marketing Services（ZMS）是Zalando的广告平台。它帮助品牌在Zalando上创建和管理广告活动，提高品牌在Zalando市场中的可见性和表现，从品牌认知到购买的每个阶段都有所提升。

At ZMS, we're constantly innovating to optimize the advertising experience on Zalando homepage. A key element of this is ensuring sponsored ads receive optimal exposure while maintaining a seamless shopping experience for Zalando users. This article dives into the challenge of achieving even ad spend and introduces our new bidding strategy designed to address it.

在 ZMS，我们不断创新，优化 Zalando 首页上的广告体验。其中一个关键要素是确保赞助广告获得最佳曝光，同时为 Zalando 用户提供无缝的购物体验。本文深入探讨了实现均匀广告支出的挑战，并介绍了我们的新竞价策略来解决这个问题。

Homepage content selection flow with real-time bidding

首页内容选择流程与实时竞价

The Challenge of Uneven Ad Spend on the Homepage

首页不均匀广告支出的挑战

Imagine you're an advertiser running a campaign on the Zalando homepage. Your goal is to maximize brand awareness by getting as many user views as possible for your ad. You allocate a specific advertising budget for your campaign within a defined timeframe.

想象一下，您是一位在 Zalando 主页上运营广告活动的广告商。您的目标是通过让尽可能多的用户查看您的广告来最大化品牌知名度。您在一定的时间范围内为您的广告活动分配了特定的广告预算。

However, a hidden hurdle exists: uneven ad spend. Currently, ad placements on the homepage are determined by a real-time bidding system. This system can lead to situations where your ad budget is exhausted early in the campaign period, limiting your potential reach.

然而，存在一个隐藏的障碍：广告支出不均。目前，主页上的广告位置是由实时竞价系统确定的。这个系统可能导致您的广告预算在活动期间早早用尽，限制了您的潜在覆盖范围。

The Consequence? Lower-than-desired ad views and potentially a missed opportunity to connect with your target audience.

结果是令人不满意的广告展示次数，可能错过与目标受众建立联系的机会。

The ZMS Solution: Introducing the Adjustment Factor Bidding Strategy

ZMS解决方案：引入调整因子竞价策略

Our ZMS product team understands the importance of efficient ad spend for both advertisers and Zalando. Th...