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Real Time Bidding (RTB) is a novel business model of online computational advertising, developing rapidly with the integration of Internet economy and big data analysis. It evolves the business logic of online ad-delivery from buying “ad-impressions” in websites or ad slots to directly buying the best-matched “target audiences”, and thus can help advertisers achieve the precision marketing. As a critical...
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...
Real Time Bidding (RTB) is an emerging business model and a popular research topic of online advertising markets. Using cookie-based big-data analysis, RTB advertising platforms have the ability to precisely identify the features and preferences of online users, segment them into various kinds of niche markets, and thus achieve the precision marketing via delivering advertisements to the best-matched...
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