程序化广告购买成为中国互联网广告交易的主流形态,精准性是其核心竞争力。本文对程序化购买广告的精准性的内涵与外延做出了界定,并指出中国程序化购买广告的精准性存在数据孤岛、跨屏识别、投放时间和流量作弊等四大问题。 Programmatic advertising has become the mainstream form of Internet advertising transactions in China, and its accuracy is its core competitiveness. This article defines the connotation and denotation of the accuracy of programmatic purchase advertisements, and points out that the accuracy of programmatic purchase ads in China has four major issues: data silos, cross-screen recognition, delivery time and traffic cheating.