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With the rapid development of big data analytics in online marketing, real-time bidding (RTB) has emerged as a promising business model in recent years, and now becomes one of the major online advertising channels. Based on analysis of Web Cookies, RTB platforms are able to precisely identify the features and preferences of target audiences visiting publishers' websites, and forward the generated...
When online advertising met the big data technology, programmatic buying has become more and more popular, in which Real Time Bidding (RTB) is regarded as one of the most important formats of programmatic buying advertising. In RTB advertising markets, there is a two-stage auction process for each ad impression, in which Demand-Side Platforms (DSPs) adopt a two-stage resale model to get their revenues...
Real Time Bidding (RTB) is a novel business model of online computational advertising with the integration of Internet economy and big data analysis. It can help advertisers achieve the precision marketing through the market segmentation strategies of Demand Side Platforms (DSPs). Based on a mathematical programming approach, this paper studied DSPs' strategies for market segmentation, and established...
Recent years have witnessed the increased application of AI technologies to real-world e-commerce challenges. This article presents a brief overview of representative work by Chinese researchers, covering topics such as multiagent decision making, keyword advertising, social networks, recommender systems, information retrieval and the semantic Web, and computational experiments. This article is part...
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